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Guest editorial
Mutum, Dilip S.; Ghazali, Ezlika M.; Putit, Lennora - In: The Bottom Line 32 (2019) 4, pp. 249-252
Persistent link: https://www.econbiz.de/10014686995
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Avoidance of sponsored posts on consumer-generated content: a study of personal blogs
Mutum, Dilip S.; Ghazali, Ezlika M.; Mohd-Any, Amrul Asraf - In: The Bottom Line 31 (2018) 1, pp. 76-94
Persistent link: https://www.econbiz.de/10012066619
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Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice
Rosli, Nadzirah; Che Ha, Norbani; Ghazali, Ezlika M. - In: The Bottom Line 32 (2019) 4, pp. 308-339
Purpose: This paper aims to investigate the effects of hotels’ brand attributes on consumers’ (patrons’ and guests’) by fostering brand credibility and brand attachment towards the propensity of word-of-mouth. The study uses the signaling theory to assess the relationships among the...
Persistent link: https://www.econbiz.de/10012066613