Online communities have become a popular and widely studied research topic. As active
participation has been acknowledged as essential for the sustainability of the communities …

Purpose–To derive an applicable conceptual framework of branding via the internet form; to
show how that framework can, by organising and integrating current knowledge, assist …

Prior studies on the in‐store experience focus on the impact of store atmosphere. Sensory
marketing and brand experience, on the other hand, have been found to be significant in …

This paper provides an empirical typology of online decision-making purchasing behaviour.
The study explores how the online purchase process is affected by individual decision …

Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer
Satisfaction, this is the definitive text on the meaning, causes, and consequences of …

Facebook has been widely recognized as a popular contemporary trend in marketing. Using
a Facebook fan page can help a firm successfully establish and maintain positive consumer …

This research examines how people manage online personal brands in a Web 2.0 context.
Using a novel mixed-method approach and consenting participants, the authors generated …

The rise of blockchain technology has brought innovations in various business domains and
spawned a new form of organization—the decentralized autonomous organization (DAO) …

Purpose–The purpose of this paper is to: analyze the effect of trust and affect toward a brand
community on the commitment of brand communities; and investigate the mechanism …

Colour has the potential to elicit emotions or behaviors, yet there is little research in which
colour treatments in website design are systematically tested. Little is known about how …