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Purpose – The purpose of this paper is to propose that consumer goodwill can best be understood as a limited, but potentially renewable resource. Like a renewable natural resource, consumer goodwill can be over‐exploited. A review of the rise and rapid fall of the business‐to‐consumer...
Purpose – This paper seeks to introduce a systematic approach to simulating a given binary network marketing (NM) growth topology in a definite society of people. Design/methodology/approach – The study represented a binary plan network by its binary rooted tree, where each node represents a...
Purpose – This paper aims to clarify the conditions under which firms can add direct or independent channels to their single channel system and switch to multiple channel systems. Using the transaction cost theory, variables, i.e. specific asset investments, internal uncertainty, and...
Purpose – The purpose of this paper is to examine the relationship between perceived ease of use, cognitive absorption (CA), perceived usefulness (PU) and fashion involvement (FI) with students' buying intentions. Design/methodology/approach – The paper is based on questionnaires distributed...
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