Brand extension
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THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY Open
The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loya…
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The impacts of brand experiences on brand loyalty: mediators of brand love and trust Open
Purpose Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and…
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Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages Open
Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media conversations and generate millions of brand messages, it remains unclear what, how, and when brand messages st…
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Brand love and positive word of mouth: the moderating effects of experience and price Open
Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word …
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How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response? Open
Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (…
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A brand preference and repurchase intention model: the role of consumer experience Open
Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional market…
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Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Airbnb Open
Airbnb has gained popularity as an alternative to hotels, with the authenticity of the consumption experience being a critical differentiating factor. However, the hospitality and tourism literature has not fully explored how Airbnb and tr…
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Positive and negative behaviours resulting from brand attachment Open
Purpose The purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relations…
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The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores Open
Prior studies on the in‐store experience focus on the impact of store atmosphere. Sensory marketing and brand experience, on the other hand, have been found to be significant in providing a better consumer experience in recent studies. Thu…
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The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty Open
The aim of this research is to examine the positive influence of brand awareness, brand image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia is growing rapidly. Each coffee shop strives to show its u…
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Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism Open
Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how so…
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Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone Open
The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the drivin…
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Functional brand qualities and perceived value: The mediating role of brand experience and brand personality Open
Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and quali…
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Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image Open
This study develops a test model that can conceptually contribute to the formation of a green brand image for the hospitality market. A conceptual model highlighting the mediating role of green brand image based on two antecedent construct…
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Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers Open
Brand researchers have been in their quest for understanding how consumers evaluate brands and react to branding practices.The purpose of this study is to validate the importance of brand experience in brand building process with high-and …
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The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image Open
This study develops an original framework to explore the influence of excessive product packaging on green brand attachment and to discuss the mediation roles of green brand attitude and green brand image. Structural Equation Modeling (SEM…
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Latest research on brand relationships: introduction to the special issue Open
Purpose This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships. Design/methodology/approach This …
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Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective Open
This study aims to empirically test the effect of brand trust on brand commitment and brand loyalty while examining the mediating and moderating roles of brand commitment and brand reputation respectively. To achieve this aim, data is coll…
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The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions Open
Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentio…
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The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa Open
This study assessed the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention among male consumers of cosmetic brands in South Africa.It is also imperative to note that, despite the t…
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The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude Open
This study investigates the impact of green brand affect on green purchase intentions and explores the mediation effects of green brand attitude and green brand associations by means of the structural equation model (SEM). There is no prev…
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Young Consumers' Insights on Brand Equity: Effects of Brand Association, Brand Loyalty, Brand Awareness, and Brand Image Open
One of the consequences of shopping is that consumers only pay attention to certain brands that can satisfy their needs and desires. Therefore the organization must pay attention to ways to follow and further develop a positive brand image…
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Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love Open
Many companies have found that for their products to be successful in the market, they must first pay for word of mouth marketing and then utilize other types of ads. Previous studies have not paid enough attention to the value of target c…
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Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India Open
In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews a…
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Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty? Open
International audience
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The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector Open
The current study aims to analyze the effect of corporate brand reputation on brand attachment and brand loyalty considering the automotive sector and the brands Tesla, Toyota, and Volvo. A sample of 327 participants, members of car brand …
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Social Media Marketing and Brand Loyalty: The Role of Brand Trust Open
This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires …
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Brand love: conceptual and empirical investigation of a holistic causal model Open
Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefo…
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Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand Open
This study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan c…
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How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets Open
Extant research has established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Combining these strands, we offer a holistic perspect…