This paper will discuss the phenomenon Mystery Shopping in the field of customer satisfaction measurement techniques. By using the literature about Mystery Shopping definitions and restrictions of this instrument will be presented. Also, possible ways to present and use the gathered data will be...

Fashion is the quintessential post-modernist consumer practice, or so many hold. In this contribution, I argue that, on the contrary, fashion should be understood as a means of communicating one's commitment to modernist values. I introduce the framework of the Social Value Network, to relate...

Measuring culture originated in cultural anthropology, but all social sciences contributed to comparative cultural studies. Tracing critical approaches towards a measurement of cultural values one is bound to strip the biases and stereotypes bare and to invade numerous academic fiefs. Hofstede...

Usage of tobacco is a significant health problem in India and its influence is very hazardous. The the government takes adequate control measures, and also the consumption of tobacco is also considered as a cultural practice. The present the paper mainly focused on finding the consumption the...

Objective - Celebrity endorsement is considered to be one of the leading advertising strategies used by marketers to promote brands. Celebrities are the most powerful information sources which have the ability to form or change consumer attitudes. The purpose of the present study is to...

Purpose – The purpose of this study is to explore the role of influencer and customer engagement on purchase intention of live-streaming shopping, taking the TikTok platform as an example. The factor that affects customer engagement is customer trust.Design/Methodology/Approach – This study...

Purpose – This study aims to investigate the impact of risk perception on online purchase intention in e-commerce platforms.Design/Methodology/Approach – This research uses secondary data analysis and an archival study approach to investigate the impact of risk perception on online purchase...

Objective - The purpose of this study is to investigate which factors have a stronger influence on final purchase decisions from the perspective of the chemical market. The factors under consideration are customer satisfaction, commitment and cost fluctuations.Methodology/Technique - By...

There is a gradual and steady growth observed among consumers all over the world regarding protection of environment and depletion of natural resources, which have led to changes in consumption pattern among them. This has led to the addition of green marketing notion as a third dimension in the...