Volume 20 Issue 01 (Oct 2025)
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From memory to loyalty: The role of nostalgia in fostering Brand Trust, attachment and love
Nostalgia is considered one of the effective marketing instruments used owing to its beneficial influence on consumer behavior toward a brand. Nostalgia emotions might evoke positive experiences, memories and love towards a brand that can enhance brand loyalty. The purpose of th…
Nexus between sustainable brand equity and behavioural outcomes: The moderating role of age
This paper aims to examine the influence of consumer-based brand equity of sustainable products on consumers’ behavioural outcomes. Previous studies have primarily focused on the activities of the firm, consumer attitudes toward the environment, or consumer purchasing inte…
The impact of the Qatar blockade on customer relationship management
The 2017 blockade imposed on Qatar by Saudi Arabia, the United Arab Emirates, Bahrain, and Egypt constituted a profound geopolitical crisis that reshaped the country's economic and social landscape. One of the most affected domains was customer relationship management (CRM)…
Colour and consumer buying behaviour in the UK fashion industry
Purpose: To investigate how colour influences various consumer buying behaviours in the UK fashion industry. Examining how colour impacts consumer purchase intentions and emotional responses, especially in impulsive buying situations. Design/methodology/approach: Bas…