Extensive research has investigated branding practices, processes, and consumers'
reactions to brands in a globalized world. In this review, the authors aim to organize and …

Purpose A substantial, albeit scattered, body of research evidence is accumulating in the
cause-related marketing (CRM) research stream. Thus, there is a need of a systematic …

Purpose The purpose of this study is to assess if the mediating effect of green innovation
capability (GIC) in the relationship between green market orientation (GMO) and new …

Service organizations, emboldened by the imperative to innovate, are increasingly
introducing robots to frontline service encounters. However, as they augment or substitute …

Despite an increasing amount of research on co-creation of value, in general, research on
brand value co-creation remains limited. Particularly, how much value customers contribute …

The objective of this research is to explore young adults'e-waste recycling behaviour cross-
culturally using an extended Theory of planned Behaviour (TPB) model. The results of a …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

This research is part of a research on the development of student self-confidence
assessment for elementary school. The purpose of this study was to determine the content …

In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …

Purpose The purpose of this paper is to explore the relationships between service
innovation, customer value creation (CVC) and customer satisfaction (CS) with specific …