Purpose – The purpose of this study is to examine the relationship between the variance of
two brand images and dimensions of brand equity after M&A, especially when the acquirer‐…

The decline of traditional mass-media advertising impels marketers to find new ways of
engaging consumers. One innovative marketing technique of branded entertainment is the …

Purpose The purpose of this research is to survey whether consumer ethnocentrism and
animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM)…

Based on the smart phone and 3G communication boom in recent years, mobile commerce
has become increasingly popular. This study empirically investigated the continuance usage …

Purpose – This study aims to examine the country‐of‐origin's impact on consumer purchase
behavior post‐acquisition, especially when the acquirer‐dominant business is afflicted by a …

The purpose of this study is to examine the country-of-origin (COO)'s effect on brand equity,
especially when the acquirer brand is afflicted by a low COO image and the acquired brand …

Emotion is a compelling factor in the retention and job satisfaction of professionals, and the
impacts of emotional feelings and reactions have become an indispensable issue in the …

Purpose This study aims to use “both–and” thinking of Yin-Yang philosophy to extend the
field of leadership literatures and explore the influences of paradoxical leadership and …

The purpose of this study is to explore what customers expect of travel agent–customer
interactions by developing a scale of customer service experience; further, a framework to …

Purpose The purpose of this study is to understand the effect of different brand positions (underdog
vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, …