1. Emerging Market Resilience: Modern Marketing Strategies for a Dynamic World -- Part 1: Crisis Management & Recovery Strategies -- 2. Case 1: Resilience and Recovery in the Tourism Industry During COVID-19 -- 3. Case 2: Maxis: The Social Media Quagmire and the Road to Redemption -- 4. Case 3:...

Purpose: This study presents a framework for integrating distinct perspectives on social entrepreneurship by combining institutional theory with the social entrepreneurship intention model. The framework assesses the relationships between social support and the perceived feasibility and...

Purpose: Mobile shopping is expected to emerge as a new way of shopping as the Asia Pacific region moves towards the digital era. It is important to understand factors that influence consumers’ intentions to adopt this new shopping channel, especially in developing countries such as Malaysia...

Purpose: The purpose of this paper is to investigate the importance of successful service recovery in the airline sector by examining the interrelationship between perceived justice, recovery satisfaction and overall satisfaction, customer trust and customer loyalty. Furthermore, the research...

Purpose: This study explains and predicts smartwatch adoption trends among non-users of smartwatches based on theories of the diffusion of innovation and inertia. It explores the impact of satisfaction with the status-quo with traditional wristwatches, on attitudes toward smartwatches and...

1. Consumption and Consumer Society -- 2. Evolution of Marketing -- 3. Benefits and Detriments of Marketing -- 4. Ethical Marketing -- 5. Sustainable Marketing -- 6. Social Marketing -- 7. Evolving Consumer Representations and Roles.