The main objective of the study is to determine the level of dependence between relationship marketing and the level of customer loyalty to the brand. The study was conducted through a quantitative approach using the CAWI method. Relationships were determined by several factors. The loyalty...

Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was...

The purpose of this study is to analyze two estimation models related to relationship marketing in business-to-business interactions in the context of emerging economies. We compare two estimation models - one based on a dyadic approach and another based on a non-dyadic approach. We estimate...

This study aims to investigate the effectiveness of FinTok influencers in preventing online travel scams by enhancing consumer trust, financial literacy, and data privacy concerns. The research examines how these influencers can contribute to improving consumer protection and safety in digital...

Objective of this research is to find out the relationship between customers' perceptions of an organization's privacy information practices and their information-sharing intention in the context of omnichannel retailing. The study aimed to address the gap in research regarding privacy concerns...

Due to rapid technological and Internet advancements, online shopping has become more popular, widespread, convenient, and easier for consumers. Common advantages of online shopping include convenience, product and service variety, price comparison, ability to view online customer reviews,...

Currently cosmetic products are no longer only intended for women, but also for men. Thus, creating opportunities and a conducive environment for the emergence of new companies. With the increasing number of companies in the men's cosmetic industry today, how to build brand loyalty is one of the...

Live-streaming e-commerce is revolutionizing online retail by fostering real-time consumer engagement, yet limited research explores how streamer and platform characteristics jointly influence trust and drive consumer engagement behaviors (CEB). This study examines how streamer attributes...

The study addresses the recovery from service failures in online banking. It focuses on the three dimensions of perceived recovery justice - namely, distributive justice (DJ), procedural justice (PJ), and interactional justice (IJ) - and investigates their impact on post-recovery satisfaction...

Objective: This article looks at consumer behaviour in the fast-moving consumer goods (FMCG) market in response to actions undertaken by organisations to create shared value. The main objectives of the paper are twofold: to explore the concept of creating shared value (CSV), and explain the...