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Keywords: Customer
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Journal Articles
Exploring the effects of employee-based brand equity on customer satisfaction in 3 Star Hotels
Available to Purchase
Journal of Contemporary Marketing Science (2025) 8 (2-3): 125–145.
Published: 05 August 2025
...Ebenezer Malcalm; Esther Asiedu; Mohammed Majeed Purpose This study explored the effects of employee-based brand equity on customer satisfaction with the mediation of employee satisfaction and brand citizenship behaviour in 3 Star Hotels in Ghana. Design/methodology/approach Using a survey...
Journal Articles
The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value
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Journal of Contemporary Marketing Science (2020) 3 (3): 385–410.
Published: 30 October 2020
...Mohitul Ameen Ahmed Mustafi; Md Sajjad Hosain Purpose The paper aims at identifying the role of online advertising on the purchase intention (PI) of smartphones of Bangladeshi customers. The independent variable (online advertising) has been divided into five dimensional segregations...
