In Lithuania, a small emerging country, up to now the J.Aaker brand personality scale has been used without a proper validation. Previous researchers have made conclusions that the J.Aaker brand personality scale is both culture- and country-sensitive. Moreover, some studies show that not all...

The growing popularity of massive open online courses (MOOCs), especially during the COVID-19 pandemic, has attracted significant attention from researchers and businesses. Though many studies have investigated what motivates learners' continuance intention, it is no less important to reveal the...

The concept of loyalty has remained a central theme in business for over 50 years. This concept has gained additional attention with the growth of online retailing due to rapidly changing retail environments. Numerous studies have focused on the a ntecedents of online store loyalty; however,...

Drawing on social exchange theory, this article examines how consumers' engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We...