Purpose This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE. Design/methodology/approach Data were collected from a total...
Stéphanie Feiereisen, Amanda J. Broderick, Susan P. Douglas
Abstract The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit...
Yukyoum Kim, Hyun–Woo Lee, Marshall Magnusen, Minjung Kim
Sponsorship is a significant element of today’s marketing communication. Nevertheless, managers and researchers lack of systematic and integrative understanding of key factors that influence sponsorship outcomes and the contexts in which the relationships between sponsorship effectiveness antecedent...
Mohammed Ziaul Hoque, Md. Nurul Alam, Kulsuma Akter Nahid
This study is based on the influence of consumers' health consciousness (HC), perceived knowledge (PK) and beliefs affecting the attitude and purchase intent (PI) of the consumers. The outcome of this study is obtained through an exclusive survey conducted on a randomly selected sample of 712 househ...
Syed Saad Andaleeb, Syed Ferhat Anwar
Research on trust is limited in the context of developing countries. Because of its importance in facilitating exchange, this study attempts to assess the determinants of customer trust in salespersons in a developing country. The theoretical model was derived from research conducted in the develope...
Ahmed Shahriar Ferdous
ABSTRACT The article develops understanding of the factors that influence the sustainable marketing (SM) behavior of marketing managers in an emerging-country context, using the lens of the theory of planned behavior (TPB). Data were collected from 145 senior marketing managers from a range of indus...
Chinnasamy Agamudainambhi Malarvizhi, Abdullah Al Mamun, Sreenivasan Jayashree, Farzana Naznen et al.
In order to sustain business operations during the COVID-19 pandemic, nearly all industries have to adopt online technology and social media marketing activities (SMMAs). Globally, portable tech gadgets are rapidly expanding, but empirical studies on SMMAs in relation to portable tech gadgets in Mal...
Mohammad Ashraf, Mohd Hasanur Raihan Joarder, Sarker Rafij Ahmed Ratan
Purpose The purpose of this paper is to investigate the factors affecting anti-consumption behavior of the consumers toward organic food purchase: in particular, how do individual beliefs about trustworthiness of organic foods, normative structure of social pressure and self-efficacy affect individu...
Nafia Sultana, Sanjida Amin, Azharul Islam
Purpose The purpose of this study is twofold. First, it aims to examine the influence of customers' green considerations in the form of perceived green knowledge and environmental concern on their intention to stay at green hotels; and secondly, to explain the mediating role of green trust among the...
Waheed Ali Umrani, Nisar Ahmed Channa, Umair Ahmed, Jawad Syed et al.
Guang-Wen Zheng, Nazma Akter, Abu Bakkar Siddik, Mohammad Masukujjaman
This study aims to identify the factors influencing the purchase behavior of organic foods among young generation customers in Bangladesh. The study adopted the theory of planned behavior as a base and developed 11 hypotheses based on the extant empirical literature. Adopting the purposive sampling ...
Nazrul Islam, Ghazanfar Ullah
Fast food industry is a high growing sector of Bangladesh. It is concerned with the tastes and habits of the people. The food-taking habit especially in fast food segment has been changing very fast over last decade among the people of Dhaka - the capital city of Bangladesh. The reasons could be att...
Kamrul Hasan, Shamsul Kamariah Abdullah, Faridul Islam, Nayeema Maswood Neela
The effect of perceived service quality and perceived value on attitude-behavior models is still under investigation in literature. This study is aimed at examining tourists’ revisit intention to beach destinations using a conceptual model developed by adding two additional predictors, service quali...
Muhammad Sabbir Rahman, Mahafuz Mannan
Purpose The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior of local fashion clothing brands. The study also examines the influence of central and peripheral route on the c...
Shanta Banik, Yongqiang Gao