This study investigates the manner in which corporate philanthropy affects consumer patronage toward a brand. In so doing, we propose reciprocity as a key mechanism, which manifests the effect of corporate philanthropy on patronage behavior, and examine how vicarious licensing and strategic fit would mitigate the relationship between reciprocity and patronage behavior. The results indicate that...

Green marketing is currently one of the most powerful strategies in corporate world as it responds to a growing demand for green products. Therefore, this study aims analyse influence perceived value on trust and satisfaction, how both variables impact word mouth turn and, at same time, three purchase intention. Data collection was carried out through digital survey buyers The hypotheses posed ...

In the light of growing interest and usage social networking sites, smartphones, internet availability, this study aims to analyze impact media marketing activities on purchase intentions customer via equity drivers- relationship equity, value and, brand in context smartphone industry. An online survey was conducted with a total 343 respondents who were active users media. The collected data an...

This study aims to determine and analyze the effect of electronic word mouth (e-wom) celebrity endorsement on consumer buying interest in Zalora e-commerce with brand image as a mediating variable. research includes explanatory research. The population this are people Palembang City who have never shopped at e-commerce. number respondents was set 230 data collection technique used Probability S...

This study aims to explore the causal relationship between e-word-of-mouth (e-WOM) and its influence on purchase decisions through structural equation modeling (SEM). Five constructs were formulated through literature review: expertise, search extent, own experience, trustworthiness, and e-WOM effect. Results of this study show that four constructs all have positive influence on e-WOM effect, a...

Brands and word-of-mouth are cornerstones of marketing. Yet, their relationship has received relatively little attention. This study aims to enhance our understanding of brand characteristics as antecedents of WOM by executing a comprehensive empirical analysis. For this purpose, we constructed a unique data set on online and offline WOM and characteristics for over 600 of the most talked-about...

The development of technology that continues to grow, one which is easy internet access enables people information from various sources, including social media. Nowadays, media not only used privately, but also companies and even government. One them, the tourism sector in role media, especially Instagram, recognized as most appropriate promotional for travelers Indonesia. Activities held on wi...

iran's apparel market is currently filled with foreign brands that are generally ranked as high quality goods with high prices. with a surface examination of the apparel market and customers’ opinions, it can be concluded that iranian apparel, despite having lower prices, is not in a suitable status in comparison with its foreign counterparts. accordingly, the purpose of this paper is to e...