This study investigates the psychological and relational pathways through which Generation Z consumers' value consciousness fosters store loyalty toward private labels (PLs) in Turkey's hard-discount retail sector. Grounded in social exchange theory (SET), the study explores the dual mediating...

The purpose of this research is to investigate and explain the extent to which artificial intelligence stimuli and social behavior determinants influence online impulse buying in Pakistan's e-retail sector positioning brand trust as central pathway mechanism among generation Z. Drawing on the...

Increased competition in the higher education market is a key reason for higher education institutions (HEIs) to adopt marketing strategies to remain competitive. Branding is one of the strategies frequently used in this context. This study examines changes in university brand value perception...

In recent years, consumer preference for sustainable food product attributes has increased. This research aims to investigate the moderating influence of consumers' shopping motives on the interplay among gender, preferences for sustainable attributes, and brand loyalty. An online...

Brand capital - an intangible asset that differentiates a firm's products - has grown in recent decades, alongside the rise of intangible investments and the decline in the labor share. Trademarks are legal claims on brand capital and are actively traded across firms, providing a setting to...

This study investigates the impact of artificial intelligence (AI) capabilities on brand management and value creation, proposing a comprehensive competitiveness framework for firms. Utilizing a panel dataset spanning 26 years across 30 countries, Arellano-Bond and Blundell-Bond System GMM...

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of...

Purpose- The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships.Research methodology - The study is quantitative research. Six...

Background: Artificial intelligence (AI) is increasingly integrated into logistics services, yet limited research explains how AI acceptance translates into relational outcomes among Generation Z consumers. This study investigates the influence of AI acceptance in logistics services on value...

For firms operating in the global marketplace, effective brand protection is a critical defence against competitive risks. Firms allocate resources both internally and externally to protect their brand from the threat posed by counterfeit products. However, little is known about firms' brand...

Product counterfeiting is a serious, global problem that is increasingly attracting the attention of academics, businesses, brand protection practitioners, law enforcement, and transnational organisations. Previous research found that consumers' confusion over the definition of the "counterfeit"...

The purpose of this study is to develop and validate a framework for assessing the authenticity of Thai cuisine within the context of gastronomy tourism in Thailand. A mixed-methods approach was adopted, beginning with in-depth interviews with a diverse group of stakeholders including chefs,...

This study investigates whether brand betrayal, caused primarily by deceptive brand communication, incites brand hate among consumers. We performed PLS-based structural equation modeling, using SmartPLS on a dataset comprising 450 respondents selected through Mall Intercept sampling to...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

Marketing needs to be aware of the complex nature of consumers' brand loyalty in today's attention-scarce marketplace. As such an environment poses significant challenges for consumers, they manifest and navigate brand loyalty in unique ways. An exploration of digital forums and lived...

Research shows that brands are embedded in familial consumption practices. However, it is unclear what brands can do to foster their inclusion within a practice. This article shows that brands can embed themselves in family practices by providing materials for practices, fostering extraordinary...