This paper aims at developing profiles of consumers who have already conducted shopping through the Internet and of those who are interested to adopt Internet shopping as an innovation. Based on the theories and processes of consumer adoption decision and diffusion of innovations, the study...

Purpose – The paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed. Design/methodology/approach – From the literature, the existing state of the theory of corporate...

Purpose – This paper aims to undertake an empirical study to investigate the nature and magnitude of potential benefits that accrue to firms that have a high level of brand orientation. Design/methodology/approach – A quantitative study is undertaken. The sample of firms surveyed included...

The nature of retail service varies from personal service to the provision of greater ambience. Indeed, anything that adds value to the merchandise itself can be considered part of the service provided by the retailer. The focus of this paper is on that part of retail service that involves...