Browsing by Subject "consumer behavior"
Now showing items 1-4 of 4
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Brand Humour Advertisements on a Social Network Platform and Their Impact on Online Consumer Engagement: The Case of Instagram
( IGI Global Publishing , 2022 , Book chapter)Past studies on humour have predicted that the right humour technique can attract attention and lead to organic engagement from the viewer. However, limited research has been conducted concerning the use of humour by brands ... -
Possible effect of Merger and Acquisition on Brand Equity: A case study of IT industry
( International Business Academics Consortium (iBAC) , 2017 , Article)This study focuses on how mergers and acquisitions (M&A) affect the consumer's buying behavior, specifically the consumer's perception, of both the parent and acquired brand in the IT industry. The empirical test of the ... -
Utilizing Neuroscience Perspective to Track Muslim Consumers’ Behavior Toward Halal Products
(2019 , Conference Paper)The global market of ethical products is growing substantially, especially the market of Halal products. Therefore, there is a need to understand how Muslim consumers perceive food products. This exploratory study is an ... -
VALUE BEHIND SAVING AND REUSING SHOPPING BAGS
(2019 , Master Thesis)The behavior associated with saving and reusing shopping bags has been heavily researched in the context of environmental studies. However, few studies have examined this behavior from the perspective of consumer behavior. ...