Purpose This study, based on craft beer brands, aims (1) to explain the importance of four
brand authenticity dimensions (continuity, originality, reliability and naturalness) in …

In the centre of marketing activities today is the customer satisfaction. For the banks to be
successful in the intensively competitive environment, they are bound to attach importance …

Purpose–The purpose of this paper is twofold: first, to examine the influences of theory of
planned behavior (TPB) constructs (ie attitude, subjective norm, and perceived behavioral …

Due to the tough competition in the banking industry in Jordan, it is very necessary for
financial institutions to build and maintain a strong relationship with the customers in order to …

The purpose of this study is to explore the factors that influence brand loyalty among young
mobile phone users. The study establishes a conceptual framework and tests hypotheses …

In Bangladesh, customers are accustomed to electronic home appliances due to family
structure, higher income levels, and technological affiliation. The huge customer base …

The cosmetic industry over the years has proven to be one of the fastest growing and most
profitable industries globally. In the male cosmetic industry, male grooming, metrosexual …

Aims: Market studies indicate that Hong Kong consumers are affluent and generally live a
trendy, refined lifestyle. As such, besides traditional food markets, Hong Kong's free market …

Survival of any business lies in the relationship it has with the customers where the customer
satisfaction plays a major role in attracting and retaining the customers. When a business …

Social media are computer-mediated technologies that facilitate and create an online
environment. Hence, firms can use such media as an effective marketing and advertising …