This study investigates the manner in which corporate philanthropy affects consumer patronage toward a brand. In so doing, we propose reciprocity as a key mechanism, which manifests the effect of corporate philanthropy on patronage behavior, and examine how vicarious licensing and strategic fit would mitigate the relationship between reciprocity and patronage behavior. The results indicate that...

The purpose of this paper is to propose a new conceptual framework for halal cosmetics products. This paper identifies the antecedent factors that influence the intention to purchase halal cosmetics products among consumers. Knowledge, purity and safety have also been found to influence the customers to buy halal cosmetics products. The findings indicate that there is relationship between indep...

The purpose of this experiment was to examine the effect of web page text/background colour combination on readability, retention, aesthetics, and behavioural intention. One hundred and thirty-six participants studied two Web pages, one with educational content and one with commercial content, in one of four colour-combination conditions. Major findings were: (a) Colours with greater contrast r...

The purpose of this experiment was to examine the effect of web page text/background color combination on readability, retention, aesthetics, and behavioral intention. One hundred and thirty-six participants studied two Web pages, one with educational content and one with commercial content, in one of four color-combination conditions. Major findings were: a) Colors with greater contrast ratio ...

Innovation in technology has enhanced many fields. The sector which is highly influenced by technological development online retailing. rapid spread of E-Commerce provides great benefits both for consumers and sellers. On the other side, complexity marketplaces produces new issues challenges. These escalating concerns about can restrict its growth discourage from performing activities. This pap...

The purpose of this study is to examine the role brand awareness in mediating influence social media marketing on purchase intention Sensatia Botanicals products. This research was conducted Denpasar City. Research data collected using an online questionnaire with a total sample 100 respondents. A non-probability sampling method, purposive sampling, used determine samples. path analysis, sobel ...