Purpose: The study aims to examine the effect of corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in the Indian Banking industry. The study further intends to examine the direct and indirect effect of CSR on BL when CSR becomes an integral part of CB....

Smart cities are compact in nature and largely driven by technology especially information communication technology (ICT). The availability of telecommunication service in a smart city is a ‘conditio sine qua non’ for efficient development of the city and the utilization of urban resources...

Event marketing appears to be an innovative technique used by mobile telecommunication companies in order to influence their customers towards a brand relationship. Evidence from literature revealed that the impact of event marketing in creating consumer brand trust and brand loyalty is...

Today, the fast-growing mobile phone industry necessitates marketers to develop strong customer-brand relationships in order to maintain a loyal customer base and prevent them from switching to other competitive brands in the market. In such a context; the concept of ‘Brand Romance’ is...

In this study, we quantify the effects of receiving stocks from certain brands on spending in the brand's stores. We use data from a new FinTech company called Bumped that opens brokerage accounts for its users and rewards them with stocks when they shop at previously elected stores. For...

Visiting stores as the conventional way of shopping has been modernized into an online shopping trend. In fact, the emergence of numerous e-commerce sites leads to an interesting and needs-to-be-anticipated competition. Tokobagus.com (now OLX.co.id), a leading online shopping website in...

The paper examines the way intra-individual subsystems of cognition, affect, motivation, personality traits and the situation influence the process of brand loyalty formation. Of particular significance is the way configurational dynamics shape the loyalty, where the configurational dynamics...