Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty [PDF]
Rajagiri Management Journal, 2021 Purpose – Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a ...
Davood Ghorbanzadeh, Atena Rahehagh
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Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? [PDF]
Journal of Brand Management, 2020 AbstractTo enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands.
Bian, Xuemei, Haque, Sadia
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Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding [PDF]
Cogent Business & Management, 2020 The goal of this article was to explore internal stakeholders’ emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A
Brighton Nyagadza +2 more
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Journal of Management Small and Medium Enterprises (SME's)The sneaker industry has witnessed remarkable growth in recent years, accompanied by a surge in new brands, intensifying the battle for customer loyalty.
Monica Desty Armenia +1 more
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Unpacking the effects of brand authenticity on consumer trust and loyalty in nutrition: a psychological perspective [PDF]
Frontiers in NutritionBackgroundBrand authenticity plays a crucial role in shaping consumer evaluations in nutrition markets, where product claims are difficult to verify and consumers rely heavily on trust.ObjectiveThe research investigates the influence of perceived brand ...
Mingkun Lyu, Shikai Wang, Jinwei Zhang
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ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY
Jurnal Manajemen dan Wirausaha, 2016 Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment ...
Elia Ardyan +4 more
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The Effects of Emotional Versus Rational Message Framing on Brand Attachment and Brand Loyalty
, 2019 The purpose of this research is to investigate the relationship among message framing in social media, brand attachment, and brand loyalty for higher education institutions. In particular, this study compares the effectiveness of rational versus emotional message framing in different message contexts, such as sports or academic-related stories ...
Woinowsky, Elisa
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Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting [PDF]
International Hospitality Review, 2023 Purpose – The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience
Michael Boadi Nyamekye +3 more
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Frontiers in Psychology, 2022 The challenging competitive situation in the market forces the organizations to recognize the crucial role of branding. Many studies focused on financial and customer perspectives and ignored the importance of employee-based brand building in the ...
Han Liu
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Idol Worship: How Does It Influence Fan Consumers’ Brand Loyalty?
Frontiers in Psychology, 2022 The brand loyalty of fan consumers can be influenced by idol worship if certain celebrity figures are linked with a brand. Collaborating with idols is an effective marketing strategy that many companies use to enhance their appeal to fan consumers and ...
Libin Chen +3 more
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