Research Article Khim-Yong Goh National University of Singapore [email protected] Jerry Wenjie Ping National University of Singapore [email protected] Advergames are increasingly popular for online advertising campaigns. However, few IS studies have investigated the effectiveness of this unique advertising strategy. This study sheds light on the effectiveness of advergames by study...

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

Human needs give way to the engagement of consumers in different activities which provide avenues for self-expression or to experience the anticipated emotional benefits that differentiate them from others. One such category of consumers is termed as Sensation Seekers. This research study explores the phenomenon of congruence and examines the correlation between sensation, brand personality and...

This study examines whether positive and negative news about celebrity endorsers affects the consumer behavior of Chinese Gen Z consumers. A quantitative research was conducted to measure Changes in consumers’ attitudes, favorability, purchase intentions before after time endorsement events. The results show that whe a endorser has news, favorability towards brand as well their intention will b...

The study compares foreign and local brands, focusing on Ermenegildo Zegna, Brioni, in order to uncover the elements that impact customers' brand choice decisions Thailand. looked at influence a customer's decision buy custom-made suit, figure out what most important component is. Understanding how Marketing Mixed affects customer happiness purchase is especially important. second goal investig...