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The role of brand love and brand jealousy in the formation of brand addiction
There is extensive research investigating consumer emotions of brand love and jealousy. However, the studies exploring a transition in consumer-brand...
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Understanding the effect of online brand experience on customer satisfaction in China: a mediating role of brand familiarity
In today’s dynamic environment, delivering exclusive and meaningful consumer interactions is critical for brands to stand out. In this sense, we...
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The impact of oppositional loyalty on brand identification in online brand communities: the moderating role of self-expression
It is becoming increasingly common for consumers to express oppositional loyalty, but the question that does this behavior further influences brand...
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Extending factors of brand attachment in develo** consumers’ purchase intentions: a multi-wave consumer perspective
Existing literature has overlooked investigating the factors that foster attachment in counterfeit consumers. This research developed and validated a...
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Exploring the role of green animation advertising influencing green brand love and green customer citizenship behavior
This study applied the theory of stimulus–organism–response to test the role of green animation advertising influencing green brand love and green...
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The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries
This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’...
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A Method for Deriving Brand Innovation: Example of Meta
It is assumed that brand innovations are based on intuitional methods like design thinking or brainstorming. This approach to brand innovation...
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When your favorites disappoint: Self-construal influences response to disappointing brand experiences
This research examined the effect of self-construal (independent vs. interdependent) on people’s responses to disappointing brand experiences. We...
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Do Privacy Stress and Brand Trust still Matter? Implications on Continuous Online Purchasing Intention in China
The COVID-19 pandemic has given rise to unprecedented transformations in consumer behaviour. Less is known about how consumers react to privacy...
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Love the new and loathe the old: The influence of alphabetic order in a brand series on consumers’ preferences
A brand series employs various letters which make such variations in brand names relatively comparable. However, scant attention has been paid to the...
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Exposure to Television Alcohol Brand Appearances as Predictor of Adolescent Brand Affiliation and Drinking Behaviors
Adolescence and the transition to adulthood is an important developmental stage in the emergence of health risk behaviors, specifically underage...
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Compulsive buying of brands, its antecedents, and the mediating role of brand love: insights from Vietnam
The purpose of this study was to investigate the synergy of self-brand connection and materialism on brand love and the negative impact of this...
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Welcome to the Experience Perfumery
In this chapter we investigate how to offer the customer, especially in the stationary perfume trade, an experience enhancement and discuss in this...
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Does the cowl make the monk? Detecting counterfeits in brand names versus logos
Companies and products are identified by their brand names, which are typically written with a specific letter style, color, and design (i.e.,...
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The importance of including occupational therapists as part of the multidisciplinary team in the management of eating disorders: a narrative review incorporating lived experience
The literature demonstrates the importance of utilizing a multidisciplinary approach in the treatment of eating disorders, however there is limited...
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Antecedents and consequences of franchisee interaction in a food service setting
Recently there has been increased growth in the franchise sector, particularly in the food service category. Previous studies have focused primarily...
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Understanding trust and attachment transfer in the context of live streaming: an empirical investigation
The paper aims to investigate the trust-attachment mechanism and understand how viewers build trust relationships in the live-streaming context. We...
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Love Is a Many-Splendoured Thing: Brand Love in a Consumer Culture
In a consumer culture, people make sense of their everyday existence based on meanings generated during the consumption process. These meanings...
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Master Internship as an Opportunity for Personal Transitions: Analysing the First Experience with Psychological Practice of 3 Master Students
A large and important part of the MSc studies at all Austrian and many European Universities is the mandatory internship, which takes up to one...
