The purpose of this paper was to develop a predictive model to explain the internal brand building phenomenon in service sector organizations from the banking, IT, and health sectors. This research applied the grounded theory methodology to identify the factors …

The frequent-flyer program is a loyalty program offered by airlines, also credited as the pioneer of gamification in services. This study empirically investigated the gamification effect of frequent-flyer programs on air passengers’ brand loyalty. A conceptual model based on the …

The startup food tech business is a promising option due to its massive size and high repeat ordering behavior, besides the high margins emanating from it. Thus, to remain competitive and factor sustainability, the sector needs to revisit strategies, more …

In the middle of the pandemic, marketers are creating unique tactics to drive new demand, reorganize value chains, and deliver brand experiences. Marketers are grabbing the chance to rethink their fundamental marketing strategies in order to align with the new …