This quantitative research sets the scene in Vietnam, an emerging beauty market with high potential for online marketing. It studies the extent to which beauty bloggers have an influence on the purchase behavior of ...
The movie industry, like any other cultural industry, is often viewed as highly ambiguous, risky and uncertain. As a part of serving customer’s new preferences and searching for novelty, movie producers sometimes ...
The purpose of this study was to examine the indirect effect of different signals in product packaging, namely a quality label and a bio label, on the willingness to pay. In order to investigate this, a between-group ...
Faced with multiple environmental issues, many consumers are increasingly conscious towards sustainability issues. However, consumers show ambivalent attitudes about sustainable products and normal products, partly ...
Storytelling is a powerful tool in which brands communicate their story to build a relationship with a consumer. Some research has been done regarding the effects of a brand story on consumers’ attitude towards the ...
