"This book focuses on participative consumerism through evolutionary digital marketing. It covers topics such as e-marketing, technology and the internet as a market tool, consumer engagement on social media platforms, the role of content management in online market, integrated online-offline...

Purpose The purpose of this paper is twofold: first, to explore the influence of an individual’s attitude towards advertising and country-of-origin (COO) images (brand origin (BO) and country of manufacture (COM)) on brand equity creation; and second, to investigate how brand typicality...

"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--

Purpose: This study, an empirical research, aims to construct and validate a new love-hate scale for sports fans and tested its antecedents and consequences. Design/methodology/approach: The scale was designed and validated in three separate empirical survey studies in the context of Israeli...

The phenomenon of be engaged and participate in brand communities is not yet well-known. This study carries out a systematic literature review to get the major construct that could explain the mentioned phenomenon and the consequences to the brand. Therefore, the aim of this study is to...

Education for sustainable development in higher education is becoming increasingly important for success of universities and other institutions where students will exercise their professions. The main goal of this study is to apply the theory of planned behaviour to analyse sustainability...

Purpose The purpose of this paper is to investigate the antecedents and outcomes of online consumer brand engagement (OCBE). In addition, a mediator effect of satisfaction and brand love in the relationship between OCBE and positive electronic word-of-mouth (e-WOM) is analyzed....