The main goal in this paper is to analyse the moderating effects of proactive personality and resistance to change in a model of corporate identity management (CIM). The model is applied to the
This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national
A paradigm shift in consumer behaviour has been witnessed as a result of the enormous increase of uncertainty in the global banking industry and the significant disruptions in various financial
Using empirical data from the Nigerian mobile telecommunication sector, this study attempts to model the antecedents of customer loyalty in an emerging market context. This study’s contribution
Consumers post online reviews, affecting the evaluation of products and services. Yet, little is known about the importance of the number of reviews for consumer decision making. we conduct an online