Most Popular Papers *
A Holistic Approach to Country Branding: Examining a Master Brand and Sub-brand Framework
Musa Pinar, Aycan Duran Tekoglu, and Tulay Girard
Why Students Select their College Major: An Investigative Study
Kate N. Matthews, Diane R. Edmondson, and Lucy Matthews
Do the Effects of Ethnocentrism and Cosmopolitanism Depend on Countries-of-Origins? An Empirical Study of U.S. Consumers
Thomas Tanner, Jung Kim, and Ronda Mariani
The Influence of Social Networking Sites on Buying Behaviors of Millennials
Sharon S. Pate and Melinda Adams
The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility
Lubna Nafees, Christy M. Cook, and James E. Stoddard
The Strategic Importance of Customer Value
Donovan A. McFarlane
Beauty During a Pandemic: The Impact of COVID-19 on the Cosmetic Industry
Katelyn Gardner, Diane R. Edmondson, and Lucy Matthews
Examining the Demographic Profiles of Thrift Store Donors and Thrift Store Shoppers
Robert D. Montgomery and Mark Mitchell
Social Media and Negative Word of Mouth: Strategies for Handing Unexpecting Comments
Jane B. Thomas, Cara O. Peters, Emelia G. Howell, and Keith Robbins
The Impact of “Humorous” Ads Featuring Social Media Influencers on Perceptions of the Influencer, Brand, and Purchase Intention
Jason L. Snyder and Robert Forbus
* Based on the average number of full-text downloads per day since the paper was posted.
» Updated as of 05/03/26.