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This study aims to adopt a mixed-methods approach (accounting and business data) to analyse the effects of the financial institution’s governance on both the knowledge of social responsibility and the consumer’s attitudes and behaviours, and testing the moderating role of the brand identification in the banking sector during the COVID-19 pandemic. However, this concept has been neglected in previous studies.

Data were collected from a sample of 600 respondents in two major Tunisian cities. Participants were selected on the basis of a convenience sampling in which the structural equation modelling method was adopted through SMART PLS 3.0 software.

The results showed that good corporate governance has a positive influence on the knowledge of the company's social responsibility, which positively influences its brand image. Therefore, the company's brand image positively influences the customer’s satisfaction, which positively influences the recommending behaviour of the financial institutions in the COVID-19 era. However, the brand identification has no moderating effect.

Managers of financial institutions are advised to pay particular attention to good corporate governance, as it is mandatory for these companies to assume social responsibility and make it known to clients. Therefore, it is obvious to create a good image in the mind of the consumers to satisfy them to recommend the company in question. It is interesting to mobilise the period of health crisis (COVID-19) to create a favourable attitude among the customers because they are sensitive when evaluating and ranking financial institutions according to the relationships that exist especially during this period.

In fact, there are many studies that dealt with the banking sector. Some of them dealt with the sector through the institutional accounting section while others dealt with the sector through the commercial and marketing section. Therefore, the first contribution of this research is to test a mixed model made up of accounting and commercial data. This model is among the first to determine the effects of the financial institution's governance on the knowledge of social responsibility and on the consumer’s attitude and behaviour to test the moderating role of brand identification in the banking sector. The second contribution is to test this model in a period of health crisis (COVID-19). The third contribution is the use of a mixed sample of data collected from two regions. Then, the fourth contribution is the addition of tests for the verification, robustness and validation of the results obtained. Finally, the fifth contribution is the addition of control variables to test their effects on the research model.

This study aims to explain the boycott of Chinese product during the COVID-19 crisis. Specifically, this paper attempt to empirically test the influence of boycott on the image brand and foreign product judgment, as well as to testing the influence of brand image on the judgment of these products.

Data was collected from a stratified random sample (N = 300) of students and was analyzed by using the structural equation modeling method.

The results show that the boycott negatively influenced the brand image and valuation of foreign products. Also, empirical results confirm that the brand image of foreign products positively influenced consumer judgment.

The success of foreign products is because of a combination of adaptation and standardization strategies for foreign companies in a local market to resist ace to unexpected economic conditions. These strategies allowed foreign products to penetrate diverse markets and not to be considered as a “foreign” brand which must be boycotted even in health crisis. The internationalization of companies and the opening of subsidiaries in the targeted countries can be considered as a solution for them so that their products will not be boycotted by consumers and consider them as national products.

Although with the existence of several studies on the boycott of foreign products, little attention has been paid so far to assess its interactions in times of health crisis such as COVID-19 crisis. This study contributes to the existing the literature with a research model based on two theories. This study leads to a better understanding of the role of boycotting foreign products and its impact on the brand image of these products and their judgments by consumers. On the other hand, this study tested the effect of branding on the judgment of boycotted products. Indeed, no study has so far examined the influence of consumer boycotts on the brand image of boycotted products. The authors have already responded to this shortcoming by adding additional tests for verification, robustness and validation of the results obtained.

This study is exploratory in nature. The purpose of this paper is to examine the intention to use smartphones by mobile users for m-services in a growing market. In fact, it empirically studies the influence of ubiquity and immersion in the virtual context on the perceived value (utilitarian and hedonic) of the mobile user’s experience. Moreover, it is an academic embarkation upon the examination of the effect of perceived value on the intension of using smartphones by mobile users for the m-services. Finally, it tests the mediating role of the perceived (utilitarian and hedonic) value between ubiquity/immersion and the intention to use smartphones for m-services.

The data are collected from a sample of 300 Tunisian students and analyzed using the structural equation modeling technique.

The results show that ubiquity and immersion positively influence the value perceived by mobile internet users. They also confirm that the perceived (utilitarian and hedonic) value positively affects the intensity of smartphone usage by mobile internet users for m-services and show the mediating role of the perceived (utilitarian and hedonic) value between ubiquity/immersion and the intention to use smartphones for m-services.

Companies in place focus on the importance of smartphone shopping by communicating about the comparative advantages of this type of purchase to make this option a possible choice in the future. The immersive dimension in the virtual context of commerce can be exploited as a factor of differentiation, at a time when commercial trafficking is intensifying; for example, immersive merchant sites, to enrich their particular utilitarian value with an equally hedonic value. The hedonic and utilitarian dimensions of the perceived value constitute a mediator and an important lever for the distributors within the framework of the m-commerce. Due to a genuine consideration of the availability and the possibility to carry out the service at any time and any place in view of the fact that it is perceived as being useful and compatible with the needs and way of life of the individuals’ intention, the use of smartphones for the m-served is explained by the lived values which are in turn explained by the ubiquity.

Despite the massive adoption of information and communication technology, especially the internet, in distribution and service delivery, very little research has focused on the intensity of use of smartphones by mobile internet users for m-services. This exploratory study is the first to test the effect of ubiquity and immersion in the virtual context on the perceived (utilitarian and hedonic) value of the mobile internet users’ experience as well as the effect of the perceived value on the intensity of use of smartphones by mobile internet users for m-services in the Tunisian context. Moreover, it puts under scrutiny the mediating effect of the perceived value in the determination of the intention to use smartphones by mobile users for the m-services in the Tunisian context.

The study is based on a hybrid model composed of accounting and business data and is amongst the first to test the impact of corporate social responsibility (CSR) performance on the financial performance of the company, as well as the impact of financial performance on CSR performance. The bidirectional logic chosen by the study is rarely adopted in the global context and has never been tested in the Swedish context. Moreover, the purpose of this paper is to test the mediating effect of customer loyalty on the company’s CSR performance-financial performance relationship to assess this effect over the long term. This design has been neglected in previous studies.

Data was collected from a sample of 110 Swedish companies during the period 2009–2019. This study collects the data from the Thomson Reuters Eikon database. A multiple regression analysis was performed to test the hypotheses.

The results confirmed the bidirectional relationship between CSR performance and company financial performance. This means that CSR performance positively influences the company’s financial performance. Similarly, financial performance positively influences the company’s CSR performance. Moreover, customer loyalty has a positive and significant mediating effect on the company’s CSR performance-financial performance relationship.

This study adds several inputs. The first contribution of the research is to test a hybrid model composed of accounting and commercial data. This model is amongst the first to test the impact of CSR performance on the financial performance of the company and the impact of financial performance on CSR performance. The second contribution is the bidirectional logic chosen by the study which is rarely adopted in the global context and has never been tested in the Swedish context. The third contribution is to test the mediating effect of customer loyalty on the company’s CSR performance-financial performance relationship to assess this effect over the long term. This design has been neglected in previous studies. The fourth contribution is the choice of the field of investigation for the reliability of the data used and the generalisation of the results obtained.

The purpose of this paper is to determine the explanatory factors for the selection of Islamic banks and evaluate the moderating role of demographic characteristics. This study seeks to better understand these determinants in Tunisia, a country with a developing Islamic finance system and a culture different from those in other Muslim countries studied in the literature.

The authors developed a two-sided approach: a quantitative survey and 12 semi-structured interviews based on four customer segments identified by the quantitative study. For the survey, data were collected from 180 Islamic bank clients in Tunisia. The factors adopted for the selection of an Islamic bank are service quality, trust, and compliance with Sharia (Islamic) law. The authors identified and measured the selection criteria using a factor analysis, regression analysis, and demographic characteristics analysis.

Customers consider several factors while choosing an Islamic bank: the quality of service offered by the financial institutions, trust, and (especially) compliance with Sharia law. Moreover, gender and age appear to be the only moderators between the selection of an Islamic bank and these determinants.

This study offers Islamic banks a better understanding of how Tunisian customers select financial institutions. These banks must consider the different determinants of choice in order to create value for consumers and prepare their marketing strategies. The authors identify four customer segments based on gender and age by which the banks may improve their positioning and market share, thus contributing to the development of Islamic financial institutions in Tunisia.

This is the first study of its kind in Tunisia, where the market share of Islamic finance remains low. The study enriches the Islamic marketing literature on the quality of Islamic financial institutions’ service, trust, and compliance with Sharia law. It also tests demographic characteristics as moderators. The results and implications of this research can be applied to countries similar to Tunisia.