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...

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....

Research on brand personality and brand equity has gained importance in recent years with an increase in related publications. Most studies treat brand personality and brand equity as two separate constructs in spite of their close interrelationship. An analysis of relevant literature reveals...

Deteriorating environmental quality is harming the planet, people and profit, which are the key elements of triple bottom line. Today, business organizations have understood the necessity of Green Supply Chain Management (GSCM) for environmental protection and have started practicing it....