Mona Mrad
American University of Sharjah(AE)
Publications by Year
Research Areas
Consumer Behavior in Brand Consumption and Identification, Consumer Retail Behavior Studies, Digital Marketing and Social Media, Customer Service Quality and Loyalty, Impact of Technology on Adolescents
Most-Cited Works
- → Computer-generated influencers: the rise of digital personalities(2022)142 cited
- → An adapted TPB approach to consumers’ acceptance of service-delivery drones(2016)100 cited
- → Brand addiction in the contexts of luxury and fast-fashion brands(2020)95 cited
- → Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption(2019)92 cited
- → Brand addiction: Exploring the concept and its definition through an experiential lens(2018)89 cited
- → Brand addiction: conceptualization and scale development(2017)74 cited
- → How do consumers think about hybrid products? Computer wearables have an identity problem(2018)60 cited
- → B2B eWOM on Alibaba: Signaling through online reviews in platform-based social exchange(2022)57 cited
- → Brand addiction conceptual development(2017)43 cited
- → Virtual Influencers Versus Real Connections: Exploring the Phenomenon of Virtual Influencers(2024)41 cited