Purpose – The purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity. Design/methodology/approach – The authors developed a retailer personality scale and find its impact on consumer‐based retailer equity by adopting the scale developed...

Purpose: The purpose of this study is to explore the impact of other customer's opinion on a service firm and its alliance on the evaluation of the airline by the focal customer by integrating qualitative and quantitative user-generated content. The study also explores the relative importance...

Purpose: The purpose of this paper is to examine the factors affecting decision-making at the BoP and propose a framework of the consumer decision-making process at the base of the pyramid (BoP). Design/methodology/approach: The qualitative research design was adopted to collect primary data....