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The share of fast-moving consumer goods (FMCG) in e-commerce has increased, particularly after COVID-19, alongside the growing volume of e-commerce transactions. The increased number of orders necessitates the optimization of delivery operations. This situation has made using different technologies in last-mile delivery processes necessary. Currently, used electric vehicles (EVs) play a significant role in integrating these technologies into delivery operations. Adapting to new technologies emerges as a critical need for small enterprises to survive in the face of advancing technologies. In this context, the main purpose of this paper is to examine and identify attitudes of small businesses toward EVs’ usage in last-mile delivery for FMCG.

The theoretical frameworks commonly used in studies investigating new technologies, namely the theory of planned behavior (TPB) and technology acceptance model (TAM) have been employed. The analysis of the study was conducted using partial least squares-structural equation modeling (PLS-SEM) and the Smart PLS software package.

When examining the results of the study, a significant and positive relationship was found between compatibility and enjoyment with perceived usefulness. Furthermore, a significant and positive relationship was identified between attitude toward use, perceived behavioral control and perceived usefulness. Ultimately, a strong relationship was found between intention, which is a precursor to active usage and attitude. Based on the obtained data, it can be concluded that EVs can be actively used in last-mile delivery in the future.

In FMCG processes in Türkiye, EVs are limitedly used in last-mile delivery operations. However, there are very few studies on the use of EVs in FMCG. Therefore, it is expected that the current research will contribute to the literature by providing information on the factors that influence the acceptance of EV usage and their implications. The TAM and TPB models were used in the current study.

The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.

An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.

The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.

This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

This study aims to analyze how conventional Bedouin weaving techniques have changed through the history of Israel, offering knowledge on the craft’s cultural relevance and historical development among the Bedouin people and how their weaving and embroidery differ based on the three main geographic characteristics. It tries to comprehend the causes of the transition from organic to synthetic materials and the part played by the Lakiya Negev Bedouin Weaving women’s cooperative in maintaining this legacy.

The main goal of this study is to trace the emergence of Bedouin weaving traditions in the Negev Desert using a qualitative research methodology that combines historical analysis and ethnographic investigation. A thorough grasp of the subject’s significance is provided through the data gathering, which consists of interviews, archival research and field observations.

Through the years, Bedouin weaving techniques have significantly shifted away from using traditional organic materials in favor of synthetic replacements, according to the research. It emphasizes the crucial part played by the Lakiya Negev Bedouin Weaving women’s organization in safeguarding this traditional legacy and giving Bedouin women access to economic prospects.

The limitation of the study includes its emphasis on the Negev region and the Israeli Bedouin community, which may not accurately reflect all Bedouin weaving techniques. Greater regional settings may be explored in future studies.

The investigation emphasizes the value of investing in initiatives for cultural preservation and the empowerment of underprivileged groups through economic possibilities.

By preserving ancient weaving techniques, this research enables Bedouin women in the Negev Desert to maintain their cultural identity and socioeconomic well-being.

By emphasizing the socio-cultural dimensions and the organization’s role in preserving traditional craftsmanship in a changing socio-economic environment, this research presents a unique investigation of the evolution of Bedouin weaving techniques in Israel.

The present study aims to identify the dimensions of destination psychological ownership (DPO) from tourists’ perspectives and to develop a reliable and valid measurement scale.

The mixed method has been applied in this study for the development of a scale to measure psychological ownership (PO) of tourists. The first stage includes identifying the PO dimensions of tourists toward the tourist destinations through in-depth interviews with experts (university professors, managers and experts in the tourism industry). Theme analysis was applied to analyze the data in this stage. A quantitative survey was conducted among tourists during the second stage. Accordingly, a questionnaire was designed and its reliability and validity were investigated. Confirmatory factor analysis and structural equation modeling were used to examine the structural model and its validity.

The findings revealed that the DPO from tourists’ perspectives includes six dimensions for the sense of attachment, responsibility, the sense of trust, the sense of honor, the sense of gratification and self-identity toward tourist destinations. The validity of the conceptual model was confirmed according to the results of the quantitative section of the study.

The present study is one of the limited numbers of studies coping with PO, especially in the field of tourism, from the view of the consumer. The present study identifies the dimensions of the DPO of tourists and develops an instrument to measure them. Therefore, the developed questionnaire can be used as a valid and reliable instrument to measure the DPO in future research.

This study aims to reveal the knowledge structure of social media influencer marketing literature by performing science mapping analysis through a state-of-the-art bibliometric approach to determine the current and future trends. Social media influencer marketing is one of the most effective approaches to presenting a brand and offering value to consumers via social media.

This study evaluates the knowledge structure to uncover the emerging trends and future predictions in social media influencer marketing through bibliographic coupling and co-word analysis. In total, 917 journal publications were retrieved from the Web of Science database and analyzed using VOSviewer software.

The central theme in social media influencer marketing reflects digital engagement between influencers and followers and communication between influencers and followers. The theoretical and managerial implications are discussed.

This study unleashes the knowledge structure according to the fundamental literature of social media influencer marketing and the underlying themes related to the phenomenon.

A university’s brand is a key competitive advantage in higher education (HE). This study examines the university's reputation’s intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran.

A quantitative method was used to achieve research objectives. The data collected from students enrolled in major private universities in the capital of Iran were analyzed to test the proposed model, both directly and indirectly, using structural equation modeling (SEM).

The findings confirmed all of the hypothesized relationships. Prominently, the core service construct (emotional environment, perceived faculty and course suitability) was found to be significantly affecting the university brand reputation. The study found evidence for the impact of university reputation on students' loyalty. Findings also indicated the presence of several indirect relationships among the considered dimensions.

Current research offers implications for universities that are met with the perpetual challenge of survival in the competitive HE marketplace. Findings from the study not only help build theory on university brand loyalty but also make an essential contribution towards guiding managers in developing effective strategies by building reputation and loyalty by concentrating on the most crucial determinants.

Although research in HE marketing is growing, the effects of university core services on building loyalty have not garnered attention, which is theoretically a vital construct. The paper presents a new framework to realize university brand loyalty with the help of integrated relationships among select dimensions in the setting of an emerging HE market.

The post-pandemic emerging market is competitive and green, which has contributed to the growing pressure on firms to adopt into their business models green strategies with competitive outcomes. Therefore, this paper aims to draw from the natural resource-based view (NRBV) theory to examine how green intellectual capital (IC) can influence green competitive advantage of manufacturing firms in Ghana, by elucidating the mediating role of eco-innovation speed and quality in the relationship.

Cross-sectional survey data were obtained from 212 manufacturing firms in Ghana, using purposive sampling techniques. Exploratory and confirmatory factor analyses were conducted to determine the factor structure of the measurement models. Structural equation modelling technique was used to analyse the hypothesized relationships.

The study found that green IC has a positively significant effect on green competitive advantage of manufacturing firms. However, while eco-innovation speed positively mediates the relationship, eco-innovation quality plays a negative mediating role in the effect of green IC on green competitive advantage of manufacturing firms in Ghana.

The framework of this study provides to managers of manufacturing firms, a superior green strategy that is unique, valuable and non-substitutable with the capable to provide green competitive edge to firms in a turbulent sustainability-driven market.

Through the lens of the NRBV theory, this study provided a firstly knowledge on the crucial role of eco-innovation speed and quality in driving firms’ green competitive advantage within a post-covid emerging market.

This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty.

This study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses.

This research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low.

This study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.

This study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer communities in conjunction with ideological capacities.

The community of “presenteers” is conceptualized as a self-organized tribe with heterogeneous components that generate capacities to act. Netnographic observation was conducted on 18 presenteer accounts and lasted around six months. Real-time data were collected by taking screenshots of the posts and stories that these users created and publicly shared. Data were analysed by adopting assemblage theory, combining inductive and deductive approaches. Firstly, a qualitative visual-textual content analysis of the tribe’s defining components was conducted. Then, the process continued with the thematic analysis of the ideological underpinnings of the tribe’s enactments.

Findings shed light on the ways in which consumer communities interpret the entanglement of religious, political, and cultural ideologies in shaping their experiences. In the case of the presenteers tribe, findings reflect a novel ideological interplay between neo-Ottomanism, post-feminism and consumerism.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

The present study aimed to provide an understanding of the roles of community-based financial service organizations (i.e. rotating savings and credit associations [ROSCAs] as institutional pillars in facilitating low-income, unbanked consumers’ access to informal financial services).

Semi-structured interviews were conducted with 39 low-income, unbanked consumers participating in ROSCAs in Pakistan, where only 21% of adults have a bank account and almost four out of five individuals live on a low income. The obtained data were analyzed using the thematic analysis technique.

ROSCAs’ regulatory, sociocultural and cognitive aspects facilitate low-income, unbanked consumers’ utilization of informal financial services owing to their approachability by, suitability for, and fairness to such consumers. Thus, they promote such consumers’ financial inclusion.

Low-income consumers are mostly unable to access formal financial services due to the existing supply- and demand-side impediments. Understanding ROSCAs’ institutional functioning can help formal financial service providers create more transformative financial services based on the positive institutional aspects of ROSCAs to enhance poor consumers’ financial inclusion and well-being.

The inclusion of low-income, unbanked consumers in formal banking services will help them better control their finances.

Many low-income, unbanked consumers in developing countries utilize informal financial services to meet their basic financial needs, but service researchers have rarely investigated how informal financial institutions function. The present study showed that ROSCAs, as informal institutions, meet low-income, unbanked consumers’ personal, social and financial needs in a befitting manner, which encourages such consumers to use the financial services offered by ROSCAs.