Brand love has received increasing attention given its potential to enhance customer
engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies …

Brand love is a phenomenon that is experienced by a group of satisfied consumers. The
construct brand love is of great importance to academics and practitioners because a group …

Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …

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 …

Healthcare services/products, such as medicine, consultation with doctors, lab tests, are
growing in popularity, and their benefits are well known. Little is known about the …

This paper focuses on consumer electronics products and observes the comparative effect
of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The …

In today's digitally enabled world, banks offer chatbots to improve customer service. This
research looks at chatbots as a form of an information system. It observes the effect of the …

The exponential growth of online brand communities has created a platform where
empowered consumers can share knowledge and experiences and participate in …

Purpose Drawing on theoretical insights from the persuasion knowledge model (PKM), this
study aims to propose and test a model that maps out the antecedents, process and …

Purpose Authenticity has become increasingly dominant in business practices, particularly
in branding and corporate social responsibility (CSR) activities, as consumers want it in all …