Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type [PDF]
Pakistan Journal of Commerce and Social Sciences, 2018 Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept.
Muhammad Sheeraz (Corresponding author) +3 more
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Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement [PDF]
Administrative Sciences, 2019 This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately.
Mónica Gómez-Suárez
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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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Utilizing Sensory Marketing and Brand Experience: The Case of Luxury Watchmaking
APMBA (Asia Pacific Management and Business Application), 2023 This research examines the impact of sensory marketing cues and brand experience on emotional attachment, customer commitment, and brand loyalty in the luxury wristwatch industry.
Axton Trixie Chandra +1 more
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THE INFLUENCE OF BRAND EXPERIENCE AND EMOTIONAL ATTACHMENT ON BRAND TRUST AND BRAND LOYALTY CHURCH MAWAR SHARON, WEST SURABAYA [PDF]
, 2021 This study aims to analyze the effect of brand experience and emotional attachment on brand trust and brand loyalty in Mawar Sharon Church in West Surabaya.
Muljani, Ninuk +6 more
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Brand effects of omnichannel-based pickup service on consumption value and service satisfaction [PDF]
Innovative Marketing, 2021 As an online and offline integrated service of refund, replacement, and after-sales service, omnichannel is placing itself as a major service used in the online shopping market, as efficiency and an integrated operation system develop according to ...
Kyoung Hee Lee, Boyoung Kim
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The impact of brand concept on brand equity [PDF]
Asia Pacific Journal of Innovation and Entrepreneurship, 2017 Purpose - Researches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance.
Joo-Eon Jeon
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The Mediating Role of Customer Engagement on Brand Involvement and Emotional Brand Attachment
Lahore Journal of Business, 2021 Online customer brand engagement (OCBE) has become an important relationship marketing construct within the realm of academics, as well as with practitioners. The emanating literature on OCBE offers diverse definitions, but those that are often presented without a mutual agreement.
Shehla Qaiser +3 more
openaire +2 more sources
Frontiers in Psychology, 2022 Brand evangelism is essential to the profitability of e-shops, but the effects of failure attribution and recovery justice in encouraging brand evangelism in the online service recovery context are not straightforward. Grounded on a framework integrating
Tingting Zhu, Sung Kyu Park
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Brand experience and brand attachment as drivers of WOM in hospitality [PDF]
Spanish Journal of Marketing-ESIC, 2020 Purpose – The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the ...
Mónica Gómez-Suárez, Mónica Veloso
doaj +1 more source