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What type of client do you need? The brand value co-creation in the banking sector
(Frontiers Research Foundation, 2022-09-06)
Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value ...
E-loyalty formation : a cross-cultural comparison of Spain and Colombia
(California State University, Long Beach. College of Business, 2018-11)
This article’s objective is to explore the differences between online shopping behavior in two different markets by explaining the attitudinal and behavioral loyalty of consumers. The proposed model identifies the antecedents ...
Purchase intention and purchase behavior online : a cross-cultural approach
(Elsevier Ltd, 2020-06-24)
This article aims to explore the key factors on e-commerce adoption from elements of social psychology, such as attitude, subjective norms, perceived behavioral control, ease of use and perceived usefulness, introducing ...