Purpose – The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. ...

Purpose – The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to ...

Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making ...

In Sri Lanka, banking industry can be considered as a monopolistic competitive market. Therefore, both public and private sector banks are following a range of non-price competitive strategies in order to win the ...