Purpose: The purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing factors' interactive effects on brand alliance. Design/methodology/approach: Based on the theory of...

Purpose: This study aims to identify factors affecting generation Z as the early adopters of mobile commerce (m-commerce). The research seeks to explore their behavioral intention to adopt m-commerce in India with consideration of gender differences while providing empirical validation for the...

The rural inhabitants of the Himalayan region have been exploiting forest resources for their livelihood for generations. The excessive and uncontrolled use of firewood for domestic purposes has ended up with severe deforestation. Therefore, quantification, assessment and restoration of such...

Purpose: This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship (CBR), which is represented through three variables, namely, brand trust, attachment and commitment....