Cause-related marketing in pandemic context—The effects of cause-brand fit and cause-brand alliance on customer-based legitimacy and reputation
Even though the COVID-19 pandemic has represented an intense period of stress and anxiety for individuals, it has also been an opportunity for firms to engage in cause-related marketing initiatives as a means of providing support and helping them cope with this global pandemic.
Reliving a traumatic experience through emotional creativity: the bright side of cancer during the COVID-19 pandemic
Purpose – The COVID-19 outbreak has undoubtedly affected overall mental health. Thus, researching
resilience is important, as it has been previously discussed as a means to protect people from mental health
When co-creation pays off: the effect of co-creation on well-being, work performance and team resilience
This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the organization.
Depicting the role of cross-cultural legitimacy for responsible innovation in Asian-Pacific business models: A dialectical systems view of Yin-Yang harmony
Communicating customer value proposition in the French pharmaceutical industry. The case of OTC drugs
How Death Anxiety Influences Coping Strategies during the COVID-19 Pandemic: Investigating the role of Spirituality, National Identity, Lockdown and Trust
Increasing customer loyalty and WOM in an age of terror: cross-cultural development and validation of the customers’ reactions to terror scale
The threat of terror places customers in a vulnerable situation, giving rise to a variety of protective behaviors. The ability to employ these behaviors dictates customers' preferences for specific services.