The need for social marketing research in the area of breastfeeding is highlighted by the failure of campaigns to increase breastfeeding rates over the past two decades in developed countries. This is despite evidence of the health benefits of longer breastfeeding duration to both baby and mother, and the high levels of expenditure on these campaigns. Whilst past campaign approaches typically f...

Exit, voice and loyalty can be seen in the light of declining performance in economic, social and political systems. Individuals, business firms and organizations in general are subject to lapses from efficient, rational, law abiding, virtuous or otherwise functional behavior. the theory has an impact on the household level dynamics as well as national level dynamics. The paper clear indicates ...

Along with companies’ increasing engagement on microblogging sites, how to leverage the marketing potential of this kind of social platform remains an important concern for many marketers. The purpose of this research is to address this gap by exploring the effect of brand personality on brand loyalty in companies’ microblogs. Building upon prior research on brand personality, consumer satisfac...

Drawing upon utility maximization theory, this study examines the consequences of quick response (QR) code mobile promotion in terms of information privacy concerns, defensive responses (intention to protect, fabricate, or withhold), and loyalty. Two contextual variables, social anxiety and situational involvement, are hypothesized as moderators. The main survey employs the scenario method with...

The present paper focus on ITC notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra ef...

This research aims to examine the correlations of perceived flow, perceived system quality, perceived information quality and perceived user trust on mobile social networking service (SNS) users’ loyalty. Investigation of correlation between perceived user trust with perceived flow and user loyalty were also performed. Two hundred students were the subjects of a Malaysian university to answer s...

This study examines how customer interactions in virtual brand community (VBC) affect perceived benefits and brand loyalty. We propose an integrated framework to conceptualize the relationships between VBC interactions, perceived benefits, participation and loyalty, with brand identity as moderating variable. Given the popularity of Apple’s products in China, Mcfans, a VBC frequented by Apple c...

This study examined the mediating role of service climate in the prediction of employee performance and customer loyalty. Contact employees (N=342) from 114 service units (58 hotel front desks and 56 restaurants) provided information about organizational resources, engagement, and service climate. Furthermore, customers (N=1,140) from these units provided information on employee performance and...