Purpose A conceptual confusion has evolved in brand hate (BH) research mainly due to
multiple conceptualizations, models and constructs in the field. As such, there is an urgent …

With the upsurge in academia's interest in understanding the feeling of hatred toward brands
in recent years, there is a need to consolidate the relevant literature. Through this study, the …

Consumer–brand relationships are witnessing a tremendous upheaval from the past few
years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that …

Consumption of luxury brands has been rising significantly, particularly in emerging
economies. While some aspects of luxury consumption may be consistent across cultural …

The growth in luxury consumption has fuelled interest in understanding consumer
perceptions of luxury brands, particularly with the escalation of social media usage. This …

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …

Consumers' interest is accelerating toward environmentally sustainable products, which are
commonly known as green products. Companies use greenwash to attract environmentally …

In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …

Brand love is an often ignored, yet important dimension in consumer-brand relationships.
Especially consumer-brand relationships with masstige brands that are hedonic and …

The literature on the dark side of the customer-brand relationship is still evolving. Admittedly,
scholars have given it noteworthy attention in the recent past, yet gaps persist related to the …