Vol. 18 No. 2 (2024)

Articles

• Brand Diversity and Brand Similarity Impacts on Brand Evaluations

  Joseph W. Chang

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• The Role of Generative AI in Shaping Millennials and Gen Z’s Orientation Toward Luxury Products

  Emad AbouElgheit

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• The Influence of COVID-19 on Online Sales in the Wine Sector: A Portuguese Case Study

  Cláudia Ribau, Carolina Oliveira Santos, Joana Figueiredo

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• The Competitive Challenge in Post-Internet Advertising: Appraising the Functional Divide Between Agencies and the Newcomers

  W. Wossen Kassaye

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• Using Game Theory and Price Elasticity in Tourism in the U.S.

  Xuan Tran, Arimsay Rodriguez

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• YouTube Influencers Fostering Audience Engagement Through Parasocial Relationships

  Elaina Aquino, Kiseol Yang, Lynn Brandon

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• How an In-Store Self-Service Technology Impacts Customer Shopping Experience, Satisfaction and WOM Intentions

  Virginie Gagné, Sandrine Prom Tep, Manon Arcand, Anik St-Onge, Emmanuel N’Guessan

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• Strength of the Sweep: Exploring the Cleaning Culture of Black Women Consumers

  Kimberly K. Powell, Melanie Powell Rey, Asia Alexander

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• Historical and Theoretical Perspectives of Panic Buying: Consumer Behavior at Its Worst?

  Mohan Menon

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