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Drawing upon the stimulus–organism–response (S-O-R) model, the purpose of this study is to examine how perceptions of young customers towards the green image of trendy coffee cafés affect their environmental and product attitudes, and subsequently their citizenship behaviour as well as intention to re-patronage. The mediating effect of customer citizenship behaviour (CCB) is also assessed.

The instrument was developed by adapting measurement from the past studies. Using the purposive sampling technique, data were collected online from 207 young customers in Malaysia who frequented the cafés. Partial least squares structural equation modelling (PLS-SEM) was used to perform path modelling and mediation analyses.

The findings show that green image stimulates both customers’ environmental attitude and product attitude. Although product attitude is found to have a dominant effect on CCB, the impact of environmental attitude on CCB and re-patronage intention is worth noting. Moreover, advocacy and tolerance significantly mediate the relationship between product attitude and re-patronage intention.

This study advances the consumer behaviour literature by determining the influence of green image on two forms of attitudes as well as the mediating role of the multi-dimensional CCB between attitudes and intention to re-patronage trendy coffee cafés among young customers. While the findings confirm the importance of product attitude and the relevance of advocacy and tolerance in relation to re-patronage, the study also highlights the growing awareness of green image among young customers and its implications on knowledge and practice.

Using the stimulus-organism-response model as the theoretical basis, the purpose of this study is to examine the impact of a social media-based destination brand community (SMDBC) on tourists’ emotions, and the subsequent effect on the intention to co-create value and visit.

The theoretical framework was tested using survey data from 551 Chinese social media users who were followers of Japanese social media pages. Partial least squares–structural equation modelling was adopted to perform the latent variable analysis.

The findings reveal that SMDBC plays a considerable role in shaping tourists’ emotions, including joy, love and positive surprise, which, in turn, have a significant impact on consumers’ intention to co-create value and visit. Contrary to previous studies, the effect of joy on tourists’ intention to co-create and visit is found to be insignificant.

The present study elucidates the importance and relevance of SMDBC in evoking tourists’ positive emotions, and subsequently their intention to co-create value and visit. Future research is recommended to compare and contrast SMDBC with other marketing and branding activities to provide greater insights into the phenomenon in a dynamic environment.

This study enables academics and business practitioners to better comprehend the effectiveness of SMDBC in driving tourists’ favourable assessment and behavioural intentions to improve resource allocation. In particular, destination marketers are recommended to optimise SMDBC and encourage discussion on SMDBC among users.

As literature in relation to the importance of SMDBC in evoking tourists’ emotions incorporating its link with tourists’ intention to co-create value and visit is relatively scarce, this study contributes to the branding and destination tourism research by empirically articulating the relevance of SMDBC in stimulating tourists’ emotions and subsequently value co-creation and visit intention.

Despite being a popular topic in sports tourism research, limited studies have focused on golf tourism in relation to destination image. The present study aimed to examine the impact of country-related factors on the destination image among golf tourists as well as the interrelationships between perceived service quality, perceived value, satisfaction and behavioural intention in this context in the Malaysian context. Excitement was also examined as a moderator of the relationship between satisfaction and behavioural intention.

Data was collected from 360 golf tourists using a self-administered questionnaire at the two largest airports (KLIA and KLIA2) in Malaysia. Data analysis was performed using the partial least squares structural equation modelling (PLS-SEM) technique.

The findings present the significance of country-related factors (i.e. accessibility, safety and security and golf course setting) in determining the image of Malaysia as a golf tourism destination. Destination image, in turn, is found to influence golf tourists' perceived service quality, perceived value and satisfaction; with both perceived service quality and perceived value acting as mediators between destination image and satisfaction. Moreover, the moderation assessment confirms that the level of excitement about golfing in Malaysia strengthens the relationship between their satisfaction and behavioural intention.

This study is one of the few that focuses on the consequential importance of destination image within the golf tourism setting. It highlights the mediating role of perceived service quality and perceived value as well as the moderating role of excitement in understanding the effect of destination image on satisfaction and behavioural intention of golf tourists.

The purpose of this paper is to examine the impact of social commerce (s-commerce) cues (i.e. trust, compatibility, reliability and responsiveness) on repurchase intention in apparel s-commerce along with the mediating effect of customer engagement and the moderating effect of s-commerce navigation.

Using the purposive sampling technique, face-to-face survey was administered to Gen-Y social media users in Malaysia. Subsequently, 384 respondents were sampled. Partial least squares-structural equation modeling was used to perform the analyses.

S-commerce cues have a positive effect on customer engagement, which in turn leads to repurchase intention of apparel among Gen-Y. Particularly, customer engagement also mediates the relationship between s-commerce cues and repurchase intention. S-commerce navigation is found to moderate the effect of engagement on repurchase intention.

The findings are derived from the perception of Gen-Y in Malaysia and do not represent the entire population. Future research could investigate the same phenomena across generations and consider heterogeneity issues to provide more insights.

Apparel s-commerce retailers are suggested to engage with customers more in the e-retail environment to build a lasting relationship. Contextual factors such as ease of navigation should be observed to enhance the desired response of diverse customers today.

This study adds to the growing body of knowledge on relationship marketing by assessing the impact of customer engagement and navigation on the relationships between s-commerce cues and repurchase intention in the contemporary setting.

Despite the extant literature on purchasing behaviour, little is known about why and how consumers purchase and use pharmaceutical products in Malaysia. This paper aims to develop a holistic model that articulates the factors underlying pharmaceutical product purchase and use and their relationships.

Drawing upon the grounded theory approach, in-depth interviews and analysis on the basis of theoretical saturation were conducted. Enumerators, trained to perform interviews, the transcription and content analysis, sampled 120 Malaysian consumers in the first phase and 40 in the second. ATLAS.ti was used to assist the coding and analytical process.

The findings largely support extant literature on purchasing decisions. Particularly, the evaluation of product attributes was found to be an immediate determinant of purchase and use. The effect, in turn, was moderated by personal factors and facilitating conditions. The need for healthcare products and the knowledge about them were constructed as antecedents in the model. The study also highlights that consumers’ purchase and use of pharmaceutical products could be better understood and managed with a holistic view of the decision-making process.

This study proposes the conbe-hepro model to explicate the antecedents and determinants of consumers’ purchase and use of pharmaceutical products in the Malaysian context. It provides a theoretical grounding that enriches our knowledge of the changing behaviour of consumers in healthcare literature. It also yields practical insights to the government bodies and the healthcare providers in Malaysia and other developing countries.

The purpose of this study is to examine the effect of marathon enthusiasts' perceptions towards venue quality, race competition, organisation and service quality on their intention to participate in a destination marathon in the emerging region's context. It also seeks to investigate the mediating effect of perceived value and the moderating effect of intention to visit the destination on the intention to participate.

Using purposive sampling technique, 177 valid Singapore marathon enthusiasts were sampled to look into their intention towards participating in destination marathon in Sarawak (marathon held in Kuching). The data were analysed using the partial least squares–structural equation modelling (PLS–SEM).

The results show that amongst the other determinants, perceived organisation and perceived service quality do not contribute to perceived value and intention to participate in destination marathon. Perceived value is found to mediate all path relationships except the relationship between perceived organisation and intention to participate. Moreover, the relationship between perceived value and intention to participate is significantly moderated by intention to tour Sarawak.

This study makes a substantial contribution to the extant literature pertaining to destination tourism and value-based marketing in an emerging market. In particular, it highlights the importance of perceived value and the relevance of destination tourism in joining a sport event on foreign soil. The use of PLS–SEM also allows a rigorous assessment of the relationships under investigation and provides better estimations of the phenomenon.