The main purpose of this study is to examine the effect of promotional activities applied in e-commerce on the consumer behavior of individuals living and shopping in the Turkish Republic of Northern Cyprus. The study was conducted using quantitative research method based on Söker's (2022) scale form. The population of the study consists of all…

When companies take a stance on sociopolitical issues, it is considered corporate social advocacy (CSA). This article examines to what extent perceived corporate motives of engaging in CSA affect consumer skepticism and brand equity. It is one of the few published studies of consumer attitudes toward companies' CSA involvement. An online survey…

This study examines the psychological mechanism of consumers' environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department's pro-environmental initiatives (PEIs) have positive attitudes…

A rapidly growing body of empirical research has recently started to emerge highlighting the connotative and/or semiotic meanings that consumers typically associate with specific abstract visual design features, such as colours (either when presented individually or in combination), simple shapes/curvilinearity, and the orientation and relative…

Consumerism and its associated discourses have long been associated with schooling. Indeed, the curriculum of schooling has been said to produce a consumer citizen. In this paper, we consider the production of the consumer "teacher" by examining the role social media education influencers play in facilitating the relationship between…

This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed…

The scientific problem of the paper is related to the need to improve corporate marketing communication by using innovative technologies to improve consumer experience in the purchase decision process and to reduce purchase risks. The use of augmented reality is one of the innovative marketing communication technologies. So far, the impact of the…

We conducted two experiments to determine how the combination of task relevance, loss framing, and psychological distance affects changes in construal level, emotion intensity, and purchase intent. Experiment 1 investigated how construal level fit between the loss and proximal frames affected emotion intensity and purchase intention for skin…

While student class involvement (i.e. engagement in classes) has been studied thoroughly, student educational involvement (i.e. willingness to take education) is rarely studied. Such research is essential due to decreased student enrolment in education. A survey of 425 participants was conducted to explore the influence of self-congruence and…

Purpose: Drawing from the instrumental and symbolic framework for employer branding, this study aims to explore the perception of the current and potential employees for the Indian armed forces' employer brand. Design/methodology/approach: The study is conducted as a mixed-method approach in the form of qualitative and quantitative phases. In the…

"In today's engaging, digitally empowered school setting, stakeholders question whether schools know best about educating their students" (Rose, 2012). Sheninger and Rubin (2017) stated, "We have to do a better job of communicating what we do" (p. 17). Social media has given rise to new tools to help connect with families to…

Research on branding is an established sub-discipline in the higher education literature. However, studies in this field have somehow produced contradictory results: some studies point at isomorphism, others find differentiation. Our study wants to offer a possible explanation for this paradox, by proposing a more nuanced view on brand…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…