This paper reports a theme‐based structured systematic literature review of the growing
body of marketing research about elderly consumers. By synthesizing, explicating, and …

While authenticity has received considerable attention in the marketing literature, the factors
that influence the perceived authenticity of a celebrity's “human brand” have remained …

E-commerce represents an essential part of modern business, with a significant growth in
recent years. Recent events, such as the COVID-19 pandemic, have led to a surge in online …

Perceived value is considered as a critical motivator of customer repurchase intention.
Online shoppers with heterogeneous backgrounds may respond differently to antecedents …

The authors assess the extant research in the area of celebrity endorsement and point out
the need for continuing research in celebrity marketing. Suggestions for future research are …

As the elderly population increases, more family, friends, and paid service providers assist
them with consumption activities in a group that the authors conceptualize as the elderly …

E-commerce is a result of the most recent technological advancements which has liberated
trade on a global scale and further facilitated the communication of information. The purpose …

Researchers have suggested that brand equity is vital for professional sport teams by
focusing on the examination of sport fans in general. The current study aims to examine the …

We have designed this book to support courses in consumer behaviour at Master's level. It is
also suited to more advanced teaching at first-degree level. Our intended audience is those …

Purpose–The purpose of this study is to analyze the relative higher impact of brand
experiential value over brand functional value in generating brand equity, consumer–brand …