Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs)
among practitioners and academics. Consumers are said to build relationships with brands …

With the advent of innovative marketing, the increasing use of brand personality concepts for
the promotion of a brand or product has received scholarly work across the globe. Yet little is …

The concept of brand personality plays a crucial role in brand literature as consumers tend
to anthropomorphize brands by attributing human characteristics to them. The creation of a …

Social media marketing has vastly benefitted businesses, including the development of
brand identity via solid communication channels. Innovative marketing tools have proven …

Banks as financial institutions are businesses that are exposed to many problems and are
not even discussed and studied endlessly on various occasions. The ups and downs and …

This study investigates how a country's promotion of its culture affects another country's
consumption patterns. We collected primary data from Malaysians about their exposure to …

The purpose of this study is to explain the effect of self-service technology and customer
relationship marketing on customer loyalty mediated by customer satisfaction. This research …

Mobile phones, especially the smart ones are becoming a main need for millions of people
from all ages. Producers pay attention to develop a repeat purchasing behavior among their …

Franchised small businesses will not survive their first 5 years if they cannot implement
marketing strategies that appeal to their customers. The purpose of this multiple case study …

This study investigates the impact of emoji use on perceived warmth, perceived competence
and purchase intention for brands with Sincere and Competent brand personalities. The …