Search
Now showing items 1-10 of 19
Customer relationship building: The role of brand attractiveness and consumer-brand identification
(
Elsevier B.V.
, 2016 , Article)
Building enduring relationships with consumers is a key marketing objective for most firms, but how can they develop such relationships? Drawing on social identity and self-verification theories, this research postulates ...
Participation behaviour among international students: The role of satisfaction with service augmentation and brand choice attainment
(
Emerald Group Publishing Ltd.
, 2016 , Article)
Purpose
The purpose of this paper is to integrate service marketing and higher education (HE) literature to develop and test a model that links customer participation behaviour with student overall satisfaction that stems ...
Consumer approach intentions amid COVID-19: the role of safety compliance and perceived risk
(
Emerald
, 2021 , Article)
Purpose: This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service establishment. The study also examines the ...
Blue blood students of occupational dynasties and their university choice: the moderating role of parent-child occupational following
(
Routledge
, 2023 , Article)
This study sheds light on a new category of students in higher education marketing literature-namely, occupational followers. We draw on expectancy-value theory, occupational following theory, and consumer buying behaviour ...
Like father like son: the role of similar-education parents in their children's university choice
(
Routledge
, 2022 , Article)
This study draws attention to the role of similarly educated parents in their children's university choice. We conceptualise, develop, and empirically test a model that links university choice with parents' intention to ...
Student co-creation behavior in higher education: the role of satisfaction with the university experience
(
Routledge
, 2015 , Article)
This study explores what constitutes students' satisfaction with university experience and examines the influence of overall satisfaction with the university experience on students' co-creation behavior - namely, participation ...
Local consumer well-being in a multicultural marketplace: From conflict to engagement
(
John Wiley and Sons Inc
, 2023 , Article)
This study offers a nuanced understanding of how local consumers experience, interpret and acculturate to expatriates' practices within a multicultural marketplace. We adopt Demangeot et al. bridge framework and its ...
How sociable is your university brand? An empirical investigation of university social augmenters' brand equity
(
Emerald Group Publishing Ltd.
, 2018 , Article)
Purpose: The purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters' brand equity. Design/methodology/approach: ...
University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract
(
Springer Nature
, 2019 , Book chapter)
Do university social augmenters have brand equity? To answer this question, the study conceptualizes, develops, and empirically examines a model of university social augmenters brand equity (USABE). We define university ...
Service Ethnocentrism: A Conceptual Model (An Abstract)
(
Springer Nature
, 2017 , Book chapter)
The service marketing literature has recognized the importance of studying cross-cultural service encounters in which the service provider and the customer are from different cultures (Baker et al. 2008; Sharma et al. 2014; ...