Gen Z’s Perception Of Gender-Inclusive Brand Authenticity And Its Impact On Brand Trust In The
The increasing significance of Gen Z as a consumer segment is redefining Nigeria’s fashion industry, particularly within digitally active urban spaces. More than ever, Gen Z consumers judge brands Read More »
Balancing The Image And Income: Organizational Pride, Corporate Wear And Employee Remuneration
This study explores the relationship between organizational pride and corporate wear under remuneration conditions within institutions of higher learning in Zimbabwe through investigating the Read More »
Beyond Rational Economic Man: A Three-Layer Model Of Muslim Consumer Decision-Making Grounded In
Purpose — This paper challenges the universal applicability of the Rational Economic Man (REM) model in Muslim-majority markets by developing a Three-Layer Model of Muslim consumer decision-making, Read More »
Subliminal Effect: Big Brands' Strategy To Convey Their Secret Message
Subliminal effects in advertising represent one of the most intriguing and contested dimensions of modern marketing. This paper investigates how major global brands strategically employ hidden cues, Read More »
An Analysis Of Experiential Avoidance And How It Affects Consumer Behavior, Especially With The
The researcher made an attempt to evaluate the experiential avoidance of soft drink users and its impact on consumer behaviour. The following concerns are addressed in the study: What is experiential Read More »