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A motivational perspective on the user acceptance of social media
Social media is a unique marketing communication medium to engage with a new generation of consumers and it has become an essential element of many organisations’ strategic planning. On social media sites, consumers are ...
Are consumers’ quality perceptions influenced by brand familiarity, brand exposure and brand knowledge? results from a wine tasting experiment
Theory posits that, over time, placebo-type brand-equity effects may develop through the process of wine purchase and consumption. This being so, the extent to which factors like brand familiarity, brand exposure and brand ...