Purpose This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this also examines mediating effect generation Y’s attitude towards brand and moderating their CSR. Design/methodology/approach tested model with a sample 392 Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings Brand partially mediate...

Purpose The study was conducted to investigate the impact of Generation Z's perceptions brand activism on loyalty through mediating role attitude and trust. Design/methodology/approach first reviewed previous research developed hypotheses related objectives. Structural equation modelling (SEM) test with survey data 1,133 individuals from Z in Vietnam. Findings First, findings indicated that: pe...

Numerous studies have shown that biases in visual attention might be evoked by affective and personally relevant stimuli, for example addiction-related objects. Despite the fact that addiction is often linked to specific products and systematic purchase behaviors, no studies focused directly on the existence of bias evoked by brands. Smokers are characterized by high levels of brand loyalty and...

Visual Merchandising Design covers every space, environment, and visually stimulating factor. This includes not only the architectural appearance but interior, graphic sign boards, window display, layout, store appliances, lighting, and even the looks and service attitude that sales employees have and show to customers. Even if good quality merchandise and design hit the shelf of the store, but...

the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...

The purpose of this study is to build a framework to explain the relationships among compound attitudes (i.e., affective attitudes, cognitive attitude), customer engagement and eWOM(electronic word of mouth) behaviors in the context of WeChat. Based on the relevant theories and practices of compound attitudes, customer engagement, and eWOM, we proposed a conceptual model. This research enhanced...