Purpose Authenticity has become increasingly dominant in business practices, particularly
in branding and corporate social responsibility (CSR) activities, as consumers want it in all …

Social media marketing has become one of the most significant growth paths for many
businesses in today's world. However, many companies are still unclear about using social …

Purpose Mobile payment system (MPSs) apps are accepted as a faster, reliable and feasible
substitute to conventional payment systems. However, the reception of MPS has been …

Purpose Customer relationships and transforming customers into evangelists are imperative
in today's world. Therefore, this study aimed to examine the influence of online brand …

Purpose: Mobile network operators (MNO) use a variety of brand strategies in the Pakistani
telecommunication market to entice mobile network users (MNU), but there was no …

The role of new luxury fashion brand experience and authenticity on brand equity has not
been sufficiently explored empirically. The current study offers a model of the relationship …

Background In recent years, technological advancements have increased the importance of
innovation activities. Therefore, firms invest millions of dollars in innovation activities to …

Purpose This paper aims to examine the influence of social media communications,
particularly firm-generated content (FGC) and consumer-generated content (CGC) on …

Purpose This study seeks to examine the effects of perceived brand localness and
foreignness on brand love via perceived brand coolness by incorporating the moderating …

This study explores the relationship between Supportive Psychological Climate (SPC),
Competitive Psychological Climate (CPC), Job Attitude (JA), and Job Performance (JP) …