This study examines the relationship between marketing capabilities and re-patronage intentions in the retail sector. Building upon dynamic capability theory, expectation-confirmation theory, and social exchange theory, it also investigates the moderating role of technological advancement between marketing capabilities and customer satisfaction. Further, the mediating role of customer satisfaction has also been examined. Four hundred and seventy-nine shoppers across six shopping malls have responded to the questionnaire. The validity and reliability of the measurements have been confirmed through Confirmatory Factor Analysis. Structural equation modeling has been used for hypothesis testing. The study revealed that marketing capabilities affect customer satisfaction, and customer satisfaction affects both customer trust and re-patronage intentions. Further, technological advancement moderates the relationship between marketing capabilities and customer satisfaction. The study has many implications for academics and practitioners.

The study aimed to use the Stimulus-Organism-Response (S-O-R) framework to investigate the connection between personal safety, digital literacy, and social influence on the adoption of m-payment apps in the post-COVID-19 scenario. The study adopts a mixed-method approach. Initially, semi-structured are conducted to identify the constructs. Subsequently, empirical analysis is carried out to establish the relationship between different constructs. In the framework of the present investigations, personal safety, digital literacy, and social influence as stimuli (S) that affect an individual's openness to change, which acts as organism (O), and in turn, it expresses an individual's willingness to adopt the services of m-payment apps (R). Through structural equation modeling, responses from 429 consumers are used to evaluate a model incorporating the S-O-R framework with mediator, moderator, and control variables. The results showed a positive and significant relationship between personal safety, social influence, digital literacy, and m-payment adoption. Openness to change partially mediated all the associations, while user involvement moderated the associations between digital literacy, openness to change, and m-payment adoption. One of the study's primary contributions is applying the S-O-R model in this context, along with mediating and moderating the influence of openness to change and user involvement. The study's results enrich our understanding of consumer behavior and actual practices post-COVID-19.

The Marketing 4.0 phenomenon has drawn positive attention recently due to digitization and the need for upgraded frameworks. It was recently proposed with four components: brand identity, brand image, brand integrity, and brand interaction (4i). Brand interaction caters to the latest digitization trends in the industry. This study applies the Marketing 4.0 framework in a cross-national emerging economy context. It proposes a model that examines the impact of Marketing 4.0 on the online customer experience (OCE) and online repurchase intention (ORPI). Five hundred twenty-eight online shoppers of the branded apparel segment from two emerging economies participated in the study. The findings indicate the validity of the adapted Marketing 4.0 scale across the samples. All the direct hypotheses are accepted except one proving the positive impact of Marketing 4.0 on the OCE and the ORPI. Furthermore, the OCE significantly mediates the relationships between Marketing 4.0 elements and the ORPI, except for brand interaction (BINT).