The concept of the metaverse involves creating a fully immersive virtual world that allows
users to interact with each other and digital objects in a way that is almost indistinguishable …

Purpose The purpose of this study is to examine customer switching behavior in
transitioning market structure. Drawing upon stimulus-organism-response theory, this study …

Purpose Numerous time-honored brand restaurants are gradually losing their authenticity in
the development process. Brand authenticity serves as a symbol of China's unique culinary …

This study investigated how innovation activities impact brand performance outcomes from
the perspective of customer cognitive and affective mindsets. The collective findings from …

Purpose This study investigates consumer perspectives on cultural appropriation in the
fashion industry by analysing user-generated content on Douyin. Design/methodology …

Purpose The purpose of this study is to investigate how consumer brand engagement (CBE)
promotes brand love and eWOM within the influence of brand interactivity and consumer …

In today's digital world, digital media advertisement is increasingly becoming an important
factor in influencing consumer brand preference and brand loyalty. Through digital media …

Brand experience has received attention from scholars and researchers, especially in
experiential marketing and management. Due to the high market competition and …

The purpose of this research was to examine the shoe industry in the Kingdom of Saudi
Arabia and how brand localness and globalness affect customer loyalty. The study's …

Introduction Defining 'fairness' in the agro-food sector is a challenging task. There is no
single definition of fairness and the literature does not provide a complete conceptualization …