All Outputs (2)

Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships (2023)
Journal Article
Elsharnouby, M. H., Jayawardhena, C., & Saxena, G. (in press). Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships. Management & Sustainability: An Arab Review, https://doi.org/10.1108/MSAR-07-2023-0037

Purpose
Avatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands... Read More about Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships.

An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers (2023)
Thesis
Kinawy, R. N. Z. (2023). An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4260894

Building on social identity theory, this study develops and investigates a conceptual model that assesses the effect national identity has on the willingness to pay for local origin products. A systematic literature review highlighted the the... Read More about An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers.