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Browsing SOB - Scholarly Publications by Author "Mrad, Mona"

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Browsing SOB - Scholarly Publications by Author "Mrad, Mona"

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  • Ramadan, Zahy B.; Farah, Maya F.; Mrad, Mona (2018-03-15)
    Organisations and marketers have long debated the consumer–brand relationship. Theorising related to this debate led to self-service technologies, which were implemented to both reduce costs and increase productivity by ...
  • Chi Cui, Charles; Mrad, Mona; Hogg, Margaret K. (2020-01-16)
    Brand addiction is one of the most important ways that consumers engage with brands. Other types of consumer-brand relationships include brand attachment, brand love, brand loyalty, brand passion and brand trust. This study ...
  • Mrad, Mona; Chi Cui, Charles (2020-01-16)
    Purpose: This paper aims to develop a definition of brand addiction and a valid brand addiction scale (BASCALE). Design/methodology/approach The authors used focus-group results to define brand addiction and generate ...
  • Mrad, Mona; Chi Cui, Charles (2020-01-16)
    While compulsive buying and brand addiction are both addictive consumption, little is known about how they jointly impact on consumers. This research demonstrates that compulsive buying and brand addiction are distinct ...
  • Ramadan, Zahy B.; Mrad, Mona (2018-11-29)
    Abayas, predominantly stereotyped as religious and conservative outfits, have experienced a significant transformation in the last few years in the Middle East, shifting from a plain and demure garment that signified ...
  • Farah, Maya F.; Mrad, Mona; Ramadan, Zahy; Hamdane, Houssam (Springer, 2022-01-03)
    The purpose of this study is to evaluate consumers’ reactions toward drone delivery service. Qualitative data was collected based on comments posted following a YouTube video. A thematic inductive analysis was used in order ...
  • Farah, Maya F.; Mrad, Mona; Ramadan, Zahy; Hamdane, Houssam (Springer, 2022-02-18)
    The purpose of this study is to evaluate consumers’ reactions toward drone delivery service. Qualitative data was collected based on comments posted following a YouTube video. A thematic inductive analysis was used in order ...
  • Nieroda, Marzena E.; Mrad, Mona; Solomon, Micheal R. (2020-01-16)
    Hybrid products, as exemplified by Apple or Fitbit wearables, claim features of different product categories (i.e., a technology and a fashion item). As these products develop, marketers find it challenging to position and ...
  • Mrad, Mona; Farah, Maya F.; Haddad, Stephanie (2022-09-23)
    Numerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions ...
  • Messarra, Leila; Mrad, Mona; El Harake, Nour (2017-04-11)
    Data from 218 professionals working in medium size companies in Lebanon was collected to study the relation between goal orientation and career anchors. Regression analysis suggests that goal orientations (mastery: avoidance/ ...
  • Mrad, Mona; Farah, Maya; Mehdi, Nour (2022-09-23)
    The purpose of this study is to explore the pros and cons of WhatsApp communication service and its likely effects on consumer behavior and one’s perception of luxury brands. Design/methodology/approach This study ...

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