Table of Contents

Table of Contents

Preface

Chapter 1. Mediating and Moderating Effects within the Congruence-Attitude Relationship: Towards a Better Understanding of the Role of Perceived Congruence in Online Advertising
(Houda Mermari and Abdelaziz Bahoussa, Doctor, Faculty of Legal, Economic and Social Sciences, Mohammed V University, Rabat, Morocco)

Chapter 2. Perceived Value Effect of “Deglet Nour” Label on Perceived Quality and the Moderating Effect of Credibility and Nationality
(Kamila Ait-Yahia Ghidouche, PhD, Faouzi Ghidouche, PhD, Manel Benabdelbaki, EHEC Business School, University Pole of Koléa, Tipaza, Algeria, and others)

Chapter 3. Exploratory Study of the Influence of Electronic Word of Mouth on Purchase Intention: Case of Ali Express Products on Facebook
(Issam Ez Zahi and Salima Jazi, Research Laboratory in Management, Marketing and Communication, ENCG Settat, Univeristy Hassan-ler, Settat, Morocco)

Chapter 4. Factors Explaining the Adoption and Use of Mobile Money in Mali
(Sékou Boukadary Coulibaly, University of Social Sciences and Management of Bamako, Bamako, Mali, and others)

Chapter 5. Developing the Local Brand of the Restaurant Chain “Staria Chinar” in Varna, Bulgaria
(Hristina P. Filipova and Tanya F. Dabeva, PhD, Department of Economics and Organization of Tourism University of Economics-Varna, Varna, Bulgaria, and others)

Chapter 6. The Influence of Instagrammers on Consumer Behavior: Towards a Conceptual Framework of Engagement
(Shehrazed Dada and Salima Jazi, Research Laboratory in Management, Marketing and Communication, ENCG Settat, Univeristy Hassan-ler, Settat, Morocco)

Chapter 7. Branding and Franchising: For a Renewal of Contractual Approaches
(Muriel Fadairo, PhD, and Joseph Kaswengi, PhD, IREGE Lab, Université Savoie Mont Blanc, Annecy, France, and others)

Index