Some people endeavor to attain happiness whatever they are doing. They might pursue happiness even while choosing a simple stuff. Can seeking happiness change individuals’ buying habits? Which
Loyalty programs are increasingly being preferred by businesses as a tool to increase customer retention (Dreze and Nunes 2009). We explore how power distance belief – the extent to which hierarchy
A prominent narrative in contemporary consumer culture is one in which “category killer” brands like Amazon, Starbucks, Home Depot, and Wal-Mart are forcing mom and pop independent bookstores,
Branding research and practice offer two contrasting perspectives on how much control managers have over brand meaning (Allen, Fournier, & Miller, 2008). The most established tradition positions
Due to an increasing convergence in quality, providers of electronic services (e.g., telecommunication and internet services) are relatively limited in their possibilities to differentiate from each