Purpose: Banking services encounter major challenges in determining customer's psychometric behavioral intentions. Scholars suggest that a theoretical approach to better understand the key constructs of service marketing, such as service quality, perceived value,...

Purpose: Using the theory of planned behavior as its basis, the purpose of this paper is to investigate the relationships among beliefs about electronic service quality (E-S-QUAL); consumers’ need for uniqueness (CNFU); and beliefs about perceived behavioral control, expectations of important...

Purpose: The purpose of this paper is to investigate the moderating roles of equality and scarcity on the impact of underdog brand positioning on consumer purchase intentions. Beyond testing the relationship between underdog brand positioning and purchase intentions (Study 1), the study...