Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the rela...

with the rapid growth of e-commerce and online consumer shopping trends, the importance of building and maintaining customer loyalty in electronic marketplaces has come into sharper focus in marketing theory and practice. this paper integrates previous research in the field of brand loyalty to present a conceptual framework of “e-loyalty” and its underlying drivers. implications for e-marketing...

This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model ...

It is common for brands to extend into additional product categories. It has been argued that narrow brands (i.e., brands offering a portfolio of similar product categories) have an advantage over broad brands (i.e., brands offering a portfolio of diverse product categories) when extending to a product category that is similar to at least one of the categories in the existing brand portfolio. W...

Berbagai merek dompet digital telah mendukung transisi dari pembayaran konvensional ke digital, tetapi keragaman tersebut menjadi penghalang bagi pelanggan untuk setia terhadap tertentu. Penelitian ini bertujuan menguji peran kompetensi merek, kepercayaan pengalaman dan E-WOM loyalitas di Jakarta. Pengumpulan data dilakukan dengan menggunakan kuesioner secara online melalui Google Form. Melalui...

This paper examines Chinese and British consumers’ evaluations of Chinese, and international brands, and factors affecting their brand choice. The results support recent findings of a decline in Western brands’ preference in China. But, these are attributed to several factors. The findings show country of origin does not affect Chinese brand choice, has a great effect on British choice between ...

INTRODUCTION This study investigated the performance of electronic cigarettes (e-cigarettes), compared different models within a brand, compared identical copies of the same model within a brand, and examined performance using different protocols. METHODS Airflow rate required to generate aerosol, pressure drop across e-cigarettes, and aerosol density were examined using three different proto...

Counterfeit goods are becoming more sophisticated from shoes to infant milk powder and aircraft parts, creating problems for consumers, …rms, and governments. By comparing two types of counterfeiters deceptive, so in…ltrating a licit (but complicit) distributor, or non-deceptive in an illicit channel, we provide insights into the impact of anti-counterfeiting strategies on a brand-name company,...