01
Original Article
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Predicting Brand Loyalty to Manufacturer-Sponsored Brands in an Omnichannel Environment : A Configurational Perspective
Dinesh Sharma, Tapan Kumar Panda, Sunil Sahadev
· pp. 8–28
DOI: 10.17010/ijom/2025/v55/i1/174685
Purpose: Drawing upon the configuration perspective, this study examined how combinations of different omnichannel capability dimensions from the supply side lead to brand loyalty for manufacturer-sponsored brands. Omnichannel integration is a long-drawn process that integrates a variety of dimensions. This …
Keywords:
omnichannel, cross-channel integration, multichannel, manufacturer-sponsored brands, brand loyalty, configuration perspective, fsQCA
02
Original Article
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Actual Usage Behavior Toward Generative AI-Based Fashion Shopping Platforms (GAIFSP) : Perspectives from DeLone and McLean’s Information Systems Success Model
Debarun Chakraborty
· pp. 29–43
DOI: 10.17010/ijom/2025/v55/i1/174686
Purpose: This study focused on actual use behavior towards Generative AI-based Fashion Shopping Platforms (GAIFSP), intention to use, and factors influencing it by adopting the DeLone and McLean information systems success model as the theoretical foundation. The specific research objectives …
Keywords:
GAIFSP, DeLone and McLean IS success model, habit, actual use
03
Original Article
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A Meta-Analytical Approach to Cognize the Pooled Effect of Customer Relationship Management on Firm Performance
Subhasish Das, Amiya Kumar Mohapatra, Shailesh Pandey, Yayati Nayak
· pp. 44–63
DOI: 10.17010/ijom/2025/v55/i1/174687
Purpose: This study attempted to explore the pooled effect of customer relationship management (CRM) on firm performance with a meta-analytical approach. It aimed to provide a holistic view of how CRM practices influenced organizational performance. Methodology: The meta-analysis aggregated data …
Keywords:
customer relationship management (CRM), firm performance, meta-analysis, random effects model, organizational success
04
Original Article
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Consumers’ Organic Food Purchase Behavior in Bangladesh : An Extended Theory of Planned Behavior Approach
Shamima Easmin Shanta, Md. Julhaz Hossain, Rumana Biswas, Md. Abdul Alim, Mst. Anjuman Ara
· pp. 64–80
DOI: 10.17010/ijom/2025/v55/i1/174688
Purpose: The current study examined consumers’ intention and actual purchase behavior to buy organic foods. An extended theory of planned behavior was utilized to minimize the deficiency in this area of literature.Design/Methodology/Approach : A quantitative online survey was conducted using …
Keywords:
organic food, consumer purchase behavior, theory of planned behavior, Bangladesh
