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Harnessing brand authenticity to promote prosocial service behavior
In today’s fiercely competitive, customer-centric, and service-driven marketplace, where customer satisfaction, trust, and loyalty are hard-won...
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It takes a village: examining how and when brand-specific transformational leadership affects employees in internal brand management
The hospitality work environment presents many unique challenges for employees and organizations, such as the intertwined and collective work nature,...
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Systematic Reviews and Meta-Analysis of Brand Value, Brand Equity, Brand Trust, and Brand Loyalty in Agribusiness
The purpose of branding is to differentiate products or companies from their competitors and to create a positive perception of the product or...
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Digital Marketing: Develop the Scales for Measuring Brand Experience in the Digital Economy
Brand experience is crucial in cultivating brand equity, particularly in markets where products and services have become increasingly similar. Based...
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Does age affect love? Exploring the antecedents and outcomes of brand love and the influence of generational cohorts on streaming services
In recent years, changes in customer–brand relationships have represented a major challenge for branding research. This study explores how the...
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Toward a measure of brand pride: scale development and validation
Brand pride is a self-relevant consumer emotion that impacts brand-related consumption behavior. The study validates brand pride (consumer brand) as...
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Brand hate: a systematic literature review and future perspectives
The duplex theory posits that consumer animosity towards brands emerges when expectations remain unmet, culminating in dissatisfaction. Despite...
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A proposed brand architecture model for UK fashion brands
Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate....
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Online Shop** Experience on Satisfaction and Loyalty on Luxury Brand Websites
The internet massification and e-commerce growth that have been driven by “millennials” and the coronavirus pandemic cannot remain indifferent to...
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The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong
Artificial intelligence (AI) technologies are increasingly integral to our world, as they serve as the foundation for new value propositions and...
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Enlightening the brand building–audience response link
In an era where brands try to generate strong and positive consumer responses in an uncertain, complex, unpredictable, and fast-changing environment,...
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The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors
The paper reports findings from a two-stage study of consumer–brand relationships conducted between April 2021 and June 2021, at a time the COVID-19...
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Exploring automobile brand power: a multi-dimensional approach
Automobile brand power is a multifaceted concept encapsulating the overall performance of cars and associated services. This study examines the...
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Linking green perceived value and green brand loyalty: a mediated moderation analysis of green brand attachment, green self-image congruity, and green conspicuous consumption
Despite the enduring importance of green marketing literature, it has been argued that limited studies have been devoted to addressing green...
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Patterns of co-evolution: analyzing fashion brand and sewing contractor company dynamics
The purpose of this study is to identify the entry conditions that could form a co-evolutionary relationship between a sewing contractor company and...
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The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
The purpose of this research is to demonstrate how the online and offline consumer experience generates satisfaction, in relation to brand love. For...
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How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side
This study examines the effect of celebrity attributes on customer–brand relationships from a dark side in live streaming commerce by extending a...
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Consumer complaining behavior in banking: the influence of brand image on brand forgiveness and negative word-of-mouth
This study has established a conceptual model regarding the impacts of brand image, which consists of two subdimensions, “corporate social...
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The impact of brand equity on profit premium in an equilibrium framework
Recent research extends the estimation and analysis of structural demand and supply models to consider the concepts of brand equity and brand value...
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Brand loyalty in the face of stockouts
An important managerial challenge is understanding consumers’ reactions to stockouts of a desired product―will they stay brand loyal or switch to...
