Purpose This paper aims to determine one explanation for how the self-brand connection is
associated with brand loyalty through the brand experience. Brand experience should verify …

With the advancement of information technology, wearable healthcare technology has
emerged as one of the promising technologies to improve the wellbeing of individuals …

The paper attempts to develop an 'Online Susceptibility Scale'(OSS) by focusing on the
factors that influence shopper buying decisions in an online environment as they are not …

Green consumption is a realistic alternative to relieve the pressure on the environment and
resources and realize sustainable development. As an important force affecting individual …

Despite a notable interest by scientific community to examine globalness/localness
perceptions of a brand, there is absence of a review which offers a comprehensive …

Previous research on self-brand connections has not considered the inclusion of brand
categories (eg, national and private brands). The current work examines consumers' …

Purpose This study aims to identify the dominant brand attributes based on the survey
conducted among 100 young consumers to know their perceptions toward sustainable …

The aim of this study is to increase understanding of the relationship between brand equity
and individual cultural values in the marketing strategies of global restaurant brands. The …

This study intends to explore the acceptance of electric vehicles by adopting social
comparison theory and Technology Acceptance Model. To fulfill the objectives of the study …

Reference groups are crucial factor in consumer purchasing decisions. However, we know
little about how such groups affect low-carbon consumption behavior (LCB), especially the …