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Corporate Social Responsibility and Brand Community Engagement: Dual Mediating Role of Brand and Community Identifications in the Chinese Decor Industry
Despite a plethora of studies on how corporate social responsibility (CSR) generates favorable consumer outcomes, the existing literature provides...
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The relationship between brand experience and consumer-based brand equity in grocerants
This study proposes a model that applies brand experience and customer-based brand equity (CBBE) to verify leading variables that can increase brand...
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Prospective effects of food safety trust on brand evangelism: a moderated-mediation role of consumer perceived ethicality and brand passion
BackgroundThe current study integrates brand management literature with food consumption research and develops an integrative framework by combining...
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Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in sha** masstige brand passion in hospitality
Using source credibility theory and social comparison theory as theoretical lenses, this study investigates the relationship between attractive...
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Brand transgressions: How, when, and why home country bias backfires
Despite heightened interest in brand transgressions among academics and practitioners, the literature remains silent about the influence of a brand’s...
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Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship
With the rise of influencer marketing, companies and brands are increasingly cooperating with social media influencers as another important promotion...
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A Techno-Business Platform to Improve Customer Experience Following the Brand Crisis Recovery: A B2B Perspective
A platform is a business model that allows business-to-business (B2B) participants to connect, interacts, create and exchange value. B2B exploits...
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Exploring the Relationship Between Generation Z's Beauty Experience and Brand Loyalty: A Comprehensive Study in the Experience Economy Era
In the era of the experience-driven economy, consumer demands are evolving towards highly personalized and unique service experiences. Concurrently,...
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A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for develo** brand equity?
This article examines ‘brand love’ in a cross-cultural sample from New Zealand and China. Rather than interpersonal love, Howden’s model of spiritual...
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Exploration of the concept of brand love in city branding: antecedents and consequences
Recent years have seen a growing interest in city marketing as tourist destinations, as cities become increasingly competitive to attract tourists....
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From the perspective of local brand equity, how do citizens perceive green, creative and smart brand potential of future Hong Kong?
The Hong Kong SAR Government has implemented policies for building Hong Kong under the themes of a “green”, creative” and “smart” city, which are...
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Brand Management
The cases of brand management cover a range of issues relating to how brand managers can strategically manage their most valuable assets. The cases...
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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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Is brand commitment the missing link in the internal branding and brand citizenship behaviours relationship in services sector: a meta-analysis
The study aims to meta-analyse the role of brand commitment (BC) in internal branding practices (IB) and brand citizenship behaviours (BCB)...
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User Experience Design and Brand Marketing Research in China: A Bibliometric Analysis
With the continuous development of China's social and economic development, the rising production and supply capacity, and the competition between...
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Brand warmth elicits feedback, not complaints
Consumers perceive brands on their intended goals that can benefit or harm consumers. These warmth perceptions become consequential when a consumer...
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The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value
Although earlier studies shed light on the significance of perceived social media interactivity, its impact on perceived social media agility and...
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Building brand meaning in social entrepreneurship organizations: the social impact brand model
In the face of numerous complex challenges at the ecological, economic, and social levels, Social Entrepreneurship Organizations (SEOs) offer an...
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Consumer–brand relationship in the phygital age: a study of luxury fashion
This study focuses on hybrid consumption experiences that originate from encounters between the physical and the digital realms. The aim is to...
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Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study
This research aims at exploring the nonlinear relationship between brand experience and outcome variables, i.e. consumer satisfaction and brand...
