... al., 2006), the understanding relative impact of online brand equity and brand experience is imperative for underdog retail enterprises in emerging markets. Brand biography Coupon campaign Top dog channel satisfaction Underdog brand loyalty Consumer behaviour Although coupons...

... Consumer attitudes Customer experience Consumer behaviour It should be noteworthy that there is an essential distinction between SG and product guarantees. A warranty covers tangible aspects of a manufactured product (Berry, 2019). By contrast, an SG should serve the customer based on a specific...

... of use, and perceived cost were found not to have a direct effect on behavioural intention. Research limitations/implications – The results regarding electronic payments highlight the importance of four factors that are fundamental in understanding consumer behaviour in regards to financial m...

... impact on the consumer attitudes than a sports celebrity. Celebrity endorsement Consumers' personality traits Source credibility Experimental design India Advertising Celebrities Consumer behaviour Celebrity endorsement has widely gained recognition in recent advertising campaigns...

... of one's referent group and society (Nill and Shultz, 1996). The crux is about finding a balance between what is morally acceptable for the individual and the fit with his/her social environment. Counterfeiting Premier brands Consumer behaviour Australia How often do you see a dubious Prada...

... systems, normative forces and symbols of a society, while the antecedent forces linked to culture also impact cognitive content and processes, indirectly impacting interpersonal perception, motivation and cognitive structure (McCort and Malhotra, 1993 ; Rohan, 2000). In consumer behaviour literature...