This paper analyzes the scientific research on brand equity published over the last three
decades, based on data from the Web of Science (WoS) and Scopus databases. The …

We review a growing body of research in consumer behavior that has examined when
consumers humanize brands by perceiving them as like, part of, or in a relationship with …

Influencers increasingly provide sources of information and innovation to followers.
Grounded in balance, cognitive dissonance, and congruity theories, the current article …

Augmented reality (AR) filters are a popular social media feature affording users a variety of
visual effects. Despite their widespread use, no research to date has examined either …

Customer engagement has been recognized an essential determinant of brand loyalty.
However, the psychological mechanism of customer engagement has rarely received full …

Despite the growing interest in digital influencers as a brand communication tool in recent
years, much remains to be explored to understand how they can build a bond with their …

Purpose Based on the stimulus–organism–response (SOR) model, the aim of this study is to
explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of …

Purpose This research explores the path that social media influencers affect target
consumers to purchase a certain brand posted in their contents. Design/methodology …

Purpose There is growing interest among marketers in advertising and promoting their
brands by adopting an online celebrity endorsement strategy. However, how online …

The presence of brands on social networking sites is raising the competitive bar and
providing opportunities for consumers to experience products and services. In this sense, it …