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Bhupen Rabha
Pág. 31 - 39
The Totola Rabhas are a community that has never lived in isolation. They are touched on all sides by other communities and ethnic groups. Therefore, cultural assimilation in the case of the Totola Rabhas is not a new phenomenon. The culture of the Totol...
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Ridzal Hasim
Nowadays due to strong competition in the business environment, only those organizations are successful that they can use the most innovative and successful ways for advertisement to attract their consumers? attention to the products or services that the...
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Azli Abdul Aziz
Due to the increasing cost of higher education continues to grow from year to year and the numbers of students in Malaysia are eligible to enter the public universities and private colleges increasingly favorable. The Malaysian government is always alert...
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Karinta Fakhira, Mismiwati, Fernando Africano, Riduwansah, Oki Sania Riski
Pág. 266 - 274
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Ângela Leite, Anabela Rodrigues and Sílvia Lopes
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive...
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José Seijas-Díaz,Karla Martell-Alfaro,Enrique Barbachan-Ruales,Cinthya Torres-Silva,Roger Rengifo-Amasifen
This research proposes to determine the relationship between electronic word of mouth and customer loyalty in a company in the Peruvian tourism sector. A basic, quantitative, correlational, non-experimental and cross-sectional study w...
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Gianluca Bonifazi, Enrico Corradini, Domenico Ursino and Luca Virgili
Electronic Word of Mouth (eWoM) has been largely studied for social platforms, such as Yelp and TripAdvisor, which are highly investigated in the context of digital marketing. However, it can also have interesting applications in other contexts. Therefor...
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Sangjae Lee
Online streaming contents are creating greater service uncertainty, as consumers need to experience such contents before making a decision to continue to purchase them. Few studies have investigated the interaction between eWOM (online word-of-mouth) and...
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Diana Rodrigues, Bruno Sousa, Sofia Gomes, José Oliveira and Eunice Lopes
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges assoc...
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Cícero Eduardo Walter, Vera Teixeira Vale, Manuel Au-Yong-Oliveira, Cláudia Miranda Veloso and Bruno Barbosa Sousa
The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers...
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