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Customer relationship building: The role of brand attractiveness and consumer-brand identification
(
Elsevier B.V.
, 2016 , Article)
Building enduring relationships with consumers is a key marketing objective for most firms, but how can they develop such relationships? Drawing on social identity and self-verification theories, this research postulates ...
Participation behaviour among international students: The role of satisfaction with service augmentation and brand choice attainment
(
Emerald Group Publishing Ltd.
, 2016 , Article)
Purpose
The purpose of this paper is to integrate service marketing and higher education (HE) literature to develop and test a model that links customer participation behaviour with student overall satisfaction that stems ...
Student co-creation behavior in higher education: the role of satisfaction with the university experience
(
Routledge
, 2015 , Article)
This study explores what constitutes students' satisfaction with university experience and examines the influence of overall satisfaction with the university experience on students' co-creation behavior - namely, participation ...
How sociable is your university brand? An empirical investigation of university social augmenters' brand equity
(
Emerald Group Publishing Ltd.
, 2018 , Article)
Purpose: The purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters' brand equity. Design/methodology/approach: ...
University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract
(
Springer Nature
, 2019 , Book chapter)
Do university social augmenters have brand equity? To answer this question, the study conceptualizes, develops, and empirically examines a model of university social augmenters brand equity (USABE). We define university ...
Service Ethnocentrism: A Conceptual Model (An Abstract)
(
Springer Nature
, 2017 , Book chapter)
The service marketing literature has recognized the importance of studying cross-cultural service encounters in which the service provider and the customer are from different cultures (Baker et al. 2008; Sharma et al. 2014; ...
Customer participation in online co-creation experience: the role of e-service quality
(
Emerald Group Holdings Ltd.
, 2015 , Article)
Purpose - This exploratory paper aims to extend the research on customer co-creation behavior into an emerging market. To this end, it empirically examines the influence of e-service quality dimensions on customers' ...
Participation Behaviour Among International Students: The Role of Satisfaction with Service Augmentation and Brand Choice Attainment
(
Springer Nature
, 2016 , Book chapter)
Interest in understanding and managing the student experience has been growing in order to develop and offer high-quality, satisfaction-creating service experiences (Bowden and D’Alessandro 2011; Fagerstrøm and Ghinea ...
Consumer Acculturation of Indigenous Minority Community to a Multicultural Expatriate Population: An Abstract
(
Springer Nature
, 2017 , Book chapter)
The consumer acculturation literature acknowledges that acculturation is a change that occurs when individuals come into contact with individuals from other cultural backgrounds. However, studies have predominantly examined ...
Projecting the Outcomes of Consumer-Brand Value Congruence: The Mediating Role of Relationship Quality
(
Springer Nature
, 2016 , Book chapter)
How does consumer-brand relationship quality (CBRQ) influence behaviors attributed to personal values? We answer this question by proposing a model that links customer voluntary performance and propensity to leave with ...