Browsing Management & Marketing by Author "Elsharnouby, Mohamed H."
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Consumers as volunteers? The influence of value congruence on consumers' voluntary performance
Elsharnouby, Mohamed H.; Elsharnouby, Tamer H.; Jayawardhena, Chanaka; Elbedweihy, Alaa M. ( Palgrave Macmillan , 2023 , Article)The study explores how consumer-brand value congruence affects the quality of consumer relationships and drives the propensity to leave and consumers' voluntary performance. It also examines how the quality of consumer-brand ...