Whilst the rapid advancement of technology in the 21st century has facilitated the online
collection, storage, retrieval, manipulation, and transmission of individuals' personal …

Abstract The Job Demands-Resources model (JD-R model) became highly popular among
researchers. The current version of the model proposes that high job demands lead to strain …

To advance understanding of how well different types of brand relationships drive customer
brand loyalty and to help companies improve the effectiveness of their relationship-building …

According to recent research in augmented reality (AR) marketing, AR‐based product
presentations have the potential to create extraordinary shop** experiences across the …

Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular
constructs that have been routinely used by advertising scholars and practitioners. Despite …

This article reviews evidence indicating that, in most circumstances, positive affect enhances
problem solving and decision making, leading to cognitive processing that is not only …

International relationships are increasingly critical to business performance. Yet despite a
recent surge in international research on relationship marketing (RM), it is unclear whether …

This research examines differences in consumers' sympathy and empathy responses to
televised drama commercials. The research framework is multidisciplinary, for construct …

This study uses meta-analytic techniques to examine the number of exposures that
maximize consumer response to an ad. The results show that in an experimental setting …

Purpose–By using the dynamic capabilities (DC) theory and the theory of competitive
advantage, the purpose of this paper is to develop a framework to investigate the role of …