... Mobile phone operator Higher education institution Marketing management Although much research on branding and brand hate has been accomplished, the dominant focus remains tangible products. However, strategies cannot perform equally to execute the service strategy (Shen et al., 2022...

... 2022 29 08 2023 17 01 2024 29 01 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Technology adoption Digital marketing SMEs Literature review Tourism DOI Institutional perspective theory Marketing management...

... rights only Marketing management Sales promotion Sales management Price discount Salesperson Discount discrepancy We propose a theoretical model for the effect of DD on PI, suggesting that justification can activate affective and cognitive pathways to mitigate DD’s negative effect...

... Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Online escapism Self-suppression escapism Self-expansion escapism Attitude toward online shopping eCart abandonment Online shopping Marketing management The recent global coronavirus pandemic has encouraged...

... Skepticism toward online services information Consumer stress Consumer health Third-party organization endorsement Marketing management The closely related concepts of stress and health have been widely investigated in the psychology literature. For example, research on social and clinical...

... awareness Perceived congruity Brand attitude Enrollment intention Higher education Self-congruity Marketing management Following the implementation of the General Agreement on Trade in Services in 1995, education has become an internationally tradable service. As a result, the number...

... 24 07 2021 12 11 2021 13 03 2022 23 08 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Brand authenticity Value co-creation Social media marketing eWOM Marketing management Social cognitive theory Digital marketing...

... 2022 06 06 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Consumer emotions Consumer behaviour Systematic literature review Marketing management Pride Consumption emotions Brand pride TCCM framework Consumer pride...

... Business performance Marketing management Market-orientation is generally referred to as the basic orientation that governs the relationship of a firm with its market and, more particularly, with its customers. However, there is an open debate on the identification of the actors involved...

... 2021 12 10 2021 23 10 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Trust Human resource management Organizational citizenship behavior Organizational justice Marketing management Social exchange Supervisor–subordinate...

... 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Consumer-brand relationships Purchase intentions Brand loyalty Brand tribalism Marketing management Anthropological perspective Self-expressiveness brands MS310 Brand tribes...

... positively by the NPOs’ branding strategy. Cosmopolitanism Marketing management Brand anthropomorphism Charitable donation Ethical judgments International humanitarian causes Non-profit organizations When NPOs have to operate in such “hostile” environments, they need to respond by changing...

... Marketing management Purchase decision Information language Skepticism toward online information Word of mouse YouTube influencer YouTube is the most popular social networking site for watching videos (Khan, 2017) and second in terms of overall active users (Clement, 2020). The content created...

...Rachana Chattopadhyay Purpose The purpose of this paper is to provide an overview of the advancement of neuroscience research works in the domains of marketing management and organizational behavior and its future scope for expansion in the area of organizational behavior. Design/methodology...

... research. © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only India Employer branding Marketing management Seafarers Employer Brand Instrumental-symbolic framework Maritime industry “As a result of the shift from the industrial age...

... Africa Celebrity endorsement Marketing management Celebrity characteristics Company reputation Celebrity endorsement is effective as consumers know these celebrities and what they represent in the society. Using them to gain consumer attention is thus much easier (Kim et al., 2018...