Results 161 to 170 of about 923,562 (204)

Multisensory Brand Experiences and Brand Love

2018
In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century.
openaire   +1 more source

Elegant With Leisurely: Luxury Tourism Consumption and Brand Love

Journal of Hospitality & Tourism Research
This study examines how the prestige sensitivity, uniqueness, and vividness of tourism products affect brand love through luxury tourism consumption; likewise, it explores the moderating effects of perceived product fit diagnosticity and peer influence ...
Edward C. S. Ku, Shu-Hua Wu, Tzu-Ching Lai   +2 more
semanticscholar   +1 more source

Loving and Hating Brands

2015
Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer ...
openaire   +1 more source

Unveiling the Impact of Interpersonal Interactions on Brand Love: Insights from a Dual-Path Framework

Journal of Travel Research
The question of how to build meaningful relationships between customers and service brands has received considerable attention. Yet the academic literature has largely focused on customer–employee (C-E) relationships; less is known about interactions ...
Jing Li, Forest Ma, Xiaolong Shao, Xingyi Zhang   +3 more
semanticscholar   +1 more source

The Impact of Brand Love on Customer Loyalty: Exploring Emotional Connection and Consumer Behaviour

International Research Journal of Multidisciplinary Scope
This paper examines the complex relationship between brand love and brand loyalty, exploring the central role of emotional ties in shaping consumer-brand interactions.
Kaushik Handique, Samir Sarkar
semanticscholar   +1 more source

The effects of customer brand engagement on brand love in sharing economy

Journal of Marketing Theory and Practice
Collaborative consumption has drawn the attention of both managers and researchers. However, the literature focusing on the antecedents and outcomes of brand love in collaborative consumption is not well documented.
Trang P. Tran, Seung Hyun Lee, Md. Nazmus Sakib   +2 more
semanticscholar   +1 more source

Building good brand experience to sustain positive electronic word of mouth: the mediating effect of brand love

Management & Sustainability: An Arab Review
PurposeThis study examined the role of brand experience (BE) dimensions (behavioural, intellectual, sensory and affective) to predict electronic word of mouth (e-WoM) through the mediating effect of brand love (BL) in the Egyptian organic cosmetics ...
Reem Mohamed Elalfy, Ahmed Mostafa Abdelwaged Elayat, M. Elsharnouby   +2 more
semanticscholar   +1 more source

Deep affection: service robots increase brand love of restaurants

British Food Journal
PurposeService robots with advanced artificial intelligence (AI) can collect data on customer preferences, understand complex requests, improve services, and tailor marketing strategies.
Shu-Hua Wu
semanticscholar   +1 more source

How nostalgia in advertising increases brand love: a cross-country study

Journal of Product & Brand Management
Purpose This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a ...
Silvia Grappi, Veronique Pauwels, Giuseppe Pedeliento, Lia Zarantonello   +3 more
semanticscholar   +1 more source

Comparing the distinctive influences of physical and social servicescapes on brand love for internet‐famous restaurants

Journal of Product & Brand Management
Purpose This study aims to investigate the different effects of physical and social servicescapes on brand love for internet-famous restaurants, focusing on their pathways and strengths of influence.
Shuhao Li, Yuhang Zhang, Mimi Chen
semanticscholar   +1 more source