Consumer neuroscience—as a valuable complement to traditional, largely behavioral,
research methods—is attracting increasing interest from researchers of marketing and …

The theorization of emotion receives considerable attention in contemporary tourism
literature. Remarkably, existing studies largely ignore the operationalization of emotion in …

Smart voice assistants (SVAs) have emerged as new artificial intelligence service platforms.
They have the capacity to act like actual human assistants and modify traditional forms of …

Brands come in many forms and perform multiple roles and functions for a variety of different
types of individuals and organizations. Focusing on companies or non-profits marketing to …

Although marketers have been using various message tactics to breathe life into their
brands, the concepts of animism and animistic cues, particularly in social media marketing …

Advertising plays a critical role in the commercial success of services and products.
However, despite a long history of attempts to evaluate the efficacy of advertisements, actual …

This paper proposes a conceptual model of customer–brand relationships by specifically
addressing the following questions: 1) Can brand love/brand hate coexist in one model?, 2) …

Purpose Halal markets are rapidly growing in terms of market size and global coverage;
therefore, there is a critical demand to have a deeper understanding of the consumption …

Purpose Social crowding refers to the extent of social presence and proximity to others. A
large number of studies have explored the effect of social crowding on consumers' feelings …

品牌消费旅程通常指的是对于品牌消费服务的多维度(包括认知, 情绪, 感觉, 行为和品牌关系)
响应. 揭示品牌消费旅程的认知心理过程是目前营销学领域之中研究的重点与热点 …