Achieving a strong customer-brand relationship is indeed a winning differentiating strategy for companies to survive in today's highly competitive marketplace. However, due to limited studies and narrow approach, the existing literature has not yet provided sufficient explanation on the contributing factors in the establishment of a strong customer-brand relationship. Recognizing the critical role of relationship investment and customer engagement, this research aims to investigate the influence of customer and brand investments on customer engagement. Specifically, this research extends the Resource Investment model by Morais et al. (2004) and empirically examines the effects of customer-brand relationship investments' dimensions on customer engagement, the effect of brand investment dimensions on customer investment dimensions, the mediating effect of customer investment dimensions and the moderating role of relationship duration. To test the proposed framework, this research adopted.....

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The worsening obesity problem in Malaysia has urged various efforts from various parties to address them. The effective use of the nutrition labels is widely accepted and used as one of the efficient measures to address obesity. However, previous studies on the literacy of the nutrition label, especially among Malaysian consumers are still limited. Therefore, this study was conducted to assess the differences in consumers’ literacy of the nutrition label by demographic factors, such as gender, age, education level, income level and ethnicity. This study adopted survey technique and employed a quantitative approach. The sample consisted of 200 respondents, which were selected using random cluster sampling. Data collected were analyzed using Independent Sample T-Test and Analysis of Variance (ANOVA). The results showed that the literacy of the nutrition label varies significantly by gender and ethnicity, but the difference was not significant by age, education level and income level. S.....

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Ethical crises in business have gained more attention from public and have led many to question the effectiveness of ethics education in university. Therefore, this study was designed to investigate the ethical attitudes of accounting and business students, their willingness to become whistleblowers, and the impact of ethics education on students’ ethical attitude. A total of 275 usable questionnaires that consists of four ethical scenarios were analysed. The findings of the study show that a small percentage of accounting and business students are willing to involve in unethical behaviour. About 10.9% of students were categorized as unethical as they would cheat in an examination and that only 1% of the students would accept bribes to defraud the tax office. Once an element of risk of being caught was introduced, the percentage of students willing to cheat in an examination and those willing to defraud the tax office decrease to 4.8% and 0.7% respectively. The finding also shows tha.....

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This study aims to identify the limitations of relationship investment research in relationship marketing domain. Based upon 53 relevant journal articles, the results of content analysis reveal limited studies on the integrated effect of customer and partner investments and the effect of relationship investment’s dimensions, particularly in customer-brand relationship domain. The findings stimulate and guide future research to explain the role of relationship investment in relationship marketing. This study is perhaps one of few attempts to identify and evaluate extant relationship marketing literatures on the role of relationship investment in a systematic and integrative manner...

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This study determines the effect of health knowledge on nutrition label use and attitude, and consequently on healthy food choice among Malaysian consumer. This study adopted the positivist, deductive and quantitative approach. A sample consisted of 420 Malaysian consumers, aged at least 15 years old, which selected using systematic streetintercept sampling method. Data, which collected using a self-administered questionnaire, were analysed using descriptive statistics and structural equation modelling (SEM). The findings reveal the significant positive effect of health knowledge on attitude towards nutrition label and attitude towards nutrition label on healthy food choice. Though the findings add to the existing literature, provide useful information on how nutrition label could assist in guiding the consumer to make a healthier food choice and serve as a reference point that could stimulate and guide future researchers and other relevant parties, this study is still limited by sever.....

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This study attempts to determine the level of learner and customer identity among Malaysian students, their impact on academic performance (AP) and student-lecturer relationship (SLR) and the differences between students at public and private higher education institutions (HEIs). Methodology: This study adopted a quantitative approach. Data collected from a sample of 400 students was analysed using structural equation modelling (SEM) in AMOS software. Main Findings: The findings reveal a high level of learner identity (LI), but a low level of customer identity (CI). LI has a significant and positive effect on AP and SLR. CI only has a significant and negative effect on AP. All the relationships do not differ significantly across public and private HEIs. Applications of this study: The findings provide useful information and insights to the HEIs on how SAL and SAC identity among students could be exploited so as to enhance educational quality and increase student retention, particularly.....

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