This paper seeks to understand whether and how perceived retailers’ CSR can reinforce brand defense behavior by customers. Building on signaling theory, the paper proposes that CSR programs signal brands’ good nature, ...

The purpose of this article is to theoretically identify the salient elements of e-retailing websites and empirically verify them through a rigorous scale development process. A mixed method approach was followed to achieve ...

Purpose: The purpose of this study is to examine the effect of service failure severity on brand forgiveness and to investigate the moderating effects of interpersonal attachment styles and thinking styles on the service ...

Building upon the Stereotype Content Model (SCM), the current research provides insights into how virtual influencers (VIs) influence consumer responses. More specifically, it investigates the associations between the VI's ...

There is limited knowledge on value co-creation in international franchising despite the collaborative nature of this major foreign entry mode. This article zooms in on international franchisors' co-creation practices ...