Table of contents
Effects of brand transgressions on third-party consumers
Danielle Mantovani, José Carlos Korelo, Jenny IbarraBrand transgressions, characterized by service failure, are a frequent theme for marketing scholars. Their impact on satisfaction, trust and brand loyalty is of high interest…
A cross-national comparison of Millennial consumers’ initial trust towards an e-travel website
Jan Møller Jensen, Corinna WagnerThe purpose of this paper is to examine Millennials’ formation of trust towards a travel website and identify the similarities and the differences in trust formation among…
Customer brand co-creation behavior: conceptualization and empirical validation
Cassandra France, Debra Grace, Bill Merrilees, Dale MillerThe purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation…
Patient’s behavioral intention: public and private hospitals context
Muhammad Sabbir Rahman, Mahafuz Mannan, Md Afnan Hossain, Mahmud Habib ZamanThe purpose of this paper is to examine patient’s behavioral intention in a comparative analysis between public and private hospitals in the context of a developing country.
A qualitative investigation of e-tail brand affect
Abhigyan Sarkar, Juhi Gahlot Sarkar, Sreejesh S., Anusree M.R.The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect.
Brand equity and financial performance: The moderating role of brand likeability
Bedman NartehThe purpose of this paper is to examine the relationship between brand equity and financial performance and the moderation role of brand likeability retail banking sector.
Sponsees: the silent side of sponsorship research
Giulio Toscani, Gerard PrendergastTo date the vast majority of sponsorship research has focused on the perspective of sponsors. The purpose of this paper is to use this research to identify factors that sponsored…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss