Brand attachment has been regarded as a key requisite in a brand’s success and performance. Consequently, it is important to understand on how to build stronger brand attachment. Brand
Drawing on social identity theory, this study develops a conceptual model of building brand commitment in virtual brand communities (VBCs). This research distinguishes between cognitive, affective,
The increasing importance of the relationship between an employee and his/her employer, has, in the last two decades, fuelled the application of marketing principles to human resource management,
The purpose of this paper is to identify motivation underlying voluntary payments in anonymous pay what you want settings on the internet. Considering Batson’s theoretical framework of altruistic
Pay-what-you-want (PwYw) is an empirically underresearched pricing method in which consumers have full control over the price they pay. The social norms of perceived anonymity of the payment and