The processes of products’ adoption and defection are closely related and are likely to influence each other. We utilize social network information and information regarding customers’ adoption
In the last few years, Social Networking Sites (SNS) have become very useful for firms, allowing them to attract new customers and to manage the customer-brand relationships. In this context, we
This study compared customers of multichannel securities brokers with customers of pure e-brokers in their evaluations of online website attributes and the attributes’ impacts on e-trust and
The ultimate goal of marketers is to achieve high loyalty toward their brands. However, there is a common belief that brand loyalty declines over time. In this paper we offer insight into this area
Integration of marketing communications has taken on a new imperative and urgency in recent years. One of the most important goals of Integrated Marketing Communications (IMC) is to effectively
