Brands ofen use celebrities to get impact. Celebrity endorsement has become a marketing communication strategy used to build a congruence between brand image and consumers. Objectives. Research attempts to analyse celebrity endorser-product congruency and to measure the effectiveness of...

Organizations could prosper by delivering products and services that make society a better place. However, they face the challenge of successfully communicating what they contribute to society, especially if their contributions are closely related to their core business activities. The thin line...

Corporate social responsibility (CSR) is an increasingly important construct in academia, as well as a pressing item on the practical corporate agenda. Many firms do not recognize CSR activities as investments in improving company values both internally and in the eyes of consumers. This study...

Increasing costs involved in building new brands motivate marketers to adopt an alternate route for new product introductions in the form of brand extensions. While extensive research exists for understanding the intricacies of brand extensions in the Western context, there is limited...

Abstract This study examines the relationship between perceived brand fit, perceived risk, perceived value and intention to purchase in the context of co-branded hotels and restaurants. Today’s market contains many products and services that can look very similar, and companies use co-branding...

Purpose: This study examines the relationship between emotional labor and job involvement with convenience store employee, as well as mediating (perceived P-E fit) and moderating (reciprocal P-E fit) variables of this relation by proposing a moderated mediation model. Design/methodology/method:...

As the mobile-based O2O industry grows, many existing O2O service providers are attempting to expand their businesses by service diversification. According to this trend, the current study investigated the effects of the parent O2O service-related factors on the user adoption of a sequel...