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Examining the Impact of Sensory Brand Experience on Brand Loyalty
This research investigates five sensory cues (i.e. visual, auditory, olfactory, tactile, and taste) influencing sensory brand experience leading to...
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The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective
This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global...
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How can brands mitigate the consequences of negative digital customer experience? Investigating roles of brand attachment, brand community support, and adaptive co**
Customers, constantly in search of hedonic wellbeing, are increasingly interacting with brands on digital platforms. While doing so, negative digital...
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Development and validation of a scale for measuring E-retail brand experience
Creating a compelling customer experience for online retail brands (i.e., e-retail brands) is vital for the success of online retailing. The extant...
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A study on online brand experience in Indian neobanking
This study aims to construct and validate a conceptual model for assessing online brand experience (OBE) in the rapidly evolving Indian neobanking...
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The effect of charity brand experience on donors’ behavioral intentions: The mediating role of charity brand personality and donors’ satisfaction
Charity organizations represent an avenue for donors to express themselves by fulfilling their self-esteem and self-actualization needs. Thus,...
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Exploring the symmetric and asymmetric effects of mobile wallet service experience on brand loyalty in India: evidence from SEM and fsQCA
How mobile wallet service experience (MWSX) form brand loyalty? Are there symmetric or asymmetric connections between MWSX dimensions and brand...
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User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement
Applications of 360 videos for brand storytelling and customer engagement are growing due to their immersive nature and novel sensory experiences,...
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Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions
In a hidden environment, brand personality occupies a cardinal position in non-profit organisations. Thus, the non-human, inanimate entities seek...
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The influence of negative travel-related experience on tourist’s brand loyalty
Perceptions of negative events related to service disruptions, negative consumer associations with other brand users, or business activities not in...
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Metaverse: A Friend or a Foe for Brand Experience?
Metaverse has been a challenging topic for brands that strive to offer an immersive experience to its users. Businesses have prioritized the user...
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Interrelatedness of Brand Love and Brand Hate: The Case of a Female Personal Political Brand in Finland
The purpose of this study is to increase the understanding of two extreme brand relationships, namely brand love and brand hate, and their...
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Key drivers of brand trust in a Latin American airline: the impact of Colombia’s Avianca customer experience
Trust in a company's brand is essential for businesses that rely on repeat business from customers. In light of this, this study aims to investigate...
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An integrated model of retail brand equity: the role of consumer shop** experience and shop** value
Brands are valuable intangible assets with long-term benefits. In the retail industry, branding is particularly important due to the highly...
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Brand authenticity influence on young adults’ luxury sneakers brand preference: the mediating role of brand image
It is of interest to examine how consumers perceive luxury brands with the different elements of authenticity, leading to brand image, for companies...
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The role of transactionality of mobile branded apps in brand experience and its impact on loyalty
Branded apps are gaining momentum in branding strategies, as they allow proximity to the customers and a great opportunity to engage and retain them....
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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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The Role of Sociodemographic Characteristics on the Journey from Brand Experience to Brand Love and Loyalty—Porto
Development of an emotional attachment to the brand is a key issue in brand management, making constructs such as brand experience, brand...
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The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude
Brand placement is a well-established marketing tactic that benefits both brands and media. However, due to financial, legal, or image reasons,...
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Brand stigmatization: how do new brand users influence original brand users?
This study examines how new brand users with stigma influence original brand users. This study investigates the negative impact of new brand users...
