Journal of Promotion Management, Volume 29, Issue 3 (2023)

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Journal of Promotion Management, Volume 29, Issue 3 (2023)

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Research Articles

Article
Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services
Muhammad Farrukh Abid, Junaid Siddique, Amir Gulzar, Amjad Shamim, Imran Bashir Dar & Aimen Zafar
Pages: 305-337
Published online: 13 Nov 2022
AbstractforIntegrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services | Full Text | References | PDF (2.4 MB) | EPUB
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Article
The Impact of Celebrity Endorsement on Followers’ Impulse Purchasing
Xiaofan Yue, Nawal Hanim Abdullah, Mass Hareeza Ali & Raja Nerina Raja Yusof
Pages: 338-358
Published online: 20 Nov 2022
AbstractforThe Impact of Celebrity Endorsement on Followers’ Impulse Purchasing | Full Text | References | PDF (1.9 MB) | EPUB
  • 1866 Views
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Article
Mega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media
Rachma Fitriati, Inggit Sekar Madu Siwi, Munawaroh & Rudiyanto
Pages: 359-382
Published online: 16 Nov 2022
AbstractforMega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media | Full Text | References | PDF (1.9 MB) | EPUB
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Article
An SEM-ANP Multi-Criteria Evaluation Model for Mobile Advertising That Affect Purchase Intentions: Perspectives on the Values of Context Awareness and Flow Experience
Tsuen-Ho Hsu, Jia-Wei Tang & Chun-Hsien Chen
Pages: 383-404
Published online: 11 Nov 2022
AbstractforAn SEM-ANP Multi-Criteria Evaluation Model for Mobile Advertising That Affect Purchase Intentions: Perspectives on the Values of Context Awareness and Flow Experience | Full Text | References | PDF (1.6 MB) | EPUB
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Article
Impact of Internal Brand Management on Brand Performance: An Empirical Investigation of Fashion Brand
Madiha Aslam, Syed Hussain Mustafa Gillani, Muhammad Usman, Fiza Amjad & Sajjad Ahmad Baig
Pages: 405-426
Published online: 15 Dec 2022
AbstractforImpact of Internal Brand Management on Brand Performance: An Empirical Investigation of Fashion Brand | Full Text | References | PDF (1.5 MB) | EPUB
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