The pandemic has left students feeling unmotivated and missing class collaboration, resulting in an opportunity to create community. Creating community often occurs when eating food with others. Building upon the need to create community and to help marketing educators create a lesson that easily conveys the nuances of the consumer behavior buying…

The purpose of the study is to explore how the digital brand story assignment creates a transformative learning experience for students. This study involves assessing the levels of learning according to Mezirow's transformational learning theory through the development of digital brand stories. The authors have tested the Digital Brand…

The roadmap towards the commercialization of goods and services has been continually enhanced and modified to accommodate a more digital landscape. Businesses are building more robust websites and point-of-service opportunities that do not require human intervention. In turn, consumer shopping patterns and behaviors have shifted in response to…

In the early years of online retailing, having an online presence and low prices were believed to be key drivers of success. More recently, electronic service quality has become essential as an online marketing strategy. Online stores provide higher service quality to create online customer loyalty, improve customer satisfaction, and keep a…