Frontmatter

Articles in the same Issue

1. Frontmatter
2. Articles
3. Personal Innovation, Optimism, Electronic Word of Mouth, and Perceived Factors Affect the Behavioral Intention to Adopt QR Code Payments
4. What I Like! The Joint Impact of Attitude, Perceived Quality, and Experience on Brand Loyalty: Semi-Parametric Additive Mixed Modeling
5. Evaluation of Consumer Masstige Brand Relationship Between Generations
6. Changing Preferences Toward Autonomous Products: Exploring the Roles of Involvement and Temporal Distance to Purchase
7. Maximizing the Consumer Connection: Avatars, Emotions, and Effective Virtual Influencer Advertising
8. Evaluating the Resident Support for Cultural Tourism Through a Revised Social Exchange Theory Approach
9. How to Design Keywords in Search Engine Advertising: A Multi-group Comparison Based on the Search Volume of the Product Type
10. Key Determinants of Successful Advertising in the Context of SMEs: An Empirical Analysis in Ecuador
11. Fine Dining and Masstige Consumption: Examining the Role of Brand Experience, Trust, and Happiness Using PLS-SEM and ANN Analysis
12. Positive Affecter and the Path to Green Gamified Banking: Unveiling the Mediation effect of E-banking Services
13. Overcoming High Dimensionality: A Case of Consumer Anarchism
14. The Humanity Paradox: Unraveling the Power of Animosity in Leading Boycotts – Evidence from Egypt
15. Frugality Can Be Central to Product Success: A View of Frugal Innovation, Perceived Value, and Purchase Intention
16. Enhancing the Customer’s Purchase Intention Through Strategic e-WOM Credibility
17. The Model of Student-University Relationship Development: The Role of University Brand Love