Purpose This study aims to explore the conversion of metaverse marketing (MVM) into
strategic agility among SMEs based on dynamic capabilities (DC) and dynamic …

Although the concept of value co-creation has been predominant in the marketing discipline,
there remains surprisingly little research on value co-creation in branding. This paper aims …

The recent debate about the digitalization of museums and new technologies has become
increasingly important among tourism scholars. Digital innovation and virtual environments …

Purpose The purpose of this paper is to investigate the micro-linkages fostering consumers'e-
loyalty in grocery retailers B2C e-commerce context. Specifically, the authors focused on the …

Sport entrepreneurship is progressively emerging as an extremely significant stream of
research. Accordingly, scholars are increasingly assessing how sportspeople tend to have …

Purpose This study aims at identifying and examining the mediating role of customer
engagement behavior and social interactivity onbrand loyalty. Design/methodology …

Green and organic markets have grown rapidly in recent times, thanks to the increasing
global popularity of having a healthier lifestyle. Rising consumer awareness of the risks of …

Purpose The purpose of this paper is to analyze the relationship between knowledge
management capabilities and successful open innovation within agri-food businesses. This …

Purchase through mobile apps (m-commerce) is on the rise. While this phenomenon is
affecting any consumers cohort, millennials represent the lion's share among m-commerce …

Purpose This paper aims to help in the development of a better understanding of key brand-
related terms and discuss the key challenges and trends in brand management …