Purpose – The purpose of this paper is to examine the dynamic nature of consumer value by proposing a causal model that shows the existence of sequentiality in value dimensions and in their influence on satisfaction and loyalty. The paper focuses on intrinsic dimensions of value (play,...

Despite the current relevance of social media influencers in brand communication strategies, questions remain about the factors that determine their influential power and how this power affects follower behaviour. This research examines the role of emotional attachment and perceived information...

Despite the wide acknowledgement of consumer value as a dynamic concept in marketing and tourism literature, few studies have addressed its dynamicity. This article provides an approach to the dynamic nature of value in a hotel experience by proposing a conceptual framework that seeks to explain...

Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how...

The use of the term affinity has been gradually spreading in several disciplines from multiple viewpoints. Among all these approaches, the concept of consumer affinity, which explains how consumers’ positive dispositions toward a particular foreign country affect their purchase decisions of...

Research background: Anti-consumption practices, in particular consumers’ reluctance to buy (RTB) foreign products, are increasingly common in today’s globalised and interconnected markets. This phenomenon is accentuated by the impact of negative consumer dispositions (e.g., animosity or...

Purpose - Consumer affinity may be a key factor in overcoming ethnocentric barriers and promoting a favourable attitude towards specific foreign countries and their products. However, progress in knowledge of this concept in international marketing literature has suffered from a lack of...