This article provides the first systematic literature review specifically about consumer-brand
relationship types since the foundational paper on brand relationships was published in …

Marketing studies that seek to determine the drivers of Customer Citizenship Behavior
(CCB) are still relatively rare, especially for its multi-faceted relationship with perceived …

Tourist value cocreation behavior (TVCB) plays a crucial role in tourist–tour leader
interactions. However, few scholars have explored the consequences of TVCB. The purpose …

Consumer well-being is a micromarketing concept that emphasizes on contributions of
marketing activities in social welfare. The major objective of the current study is to analyze …

The use of e-commerce has exploded due to the impact of COVID-19. People with no
experience in e-commerce prior to the COVID-19 pandemic began online shopping for their …

Purpose The intense competition among restaurant brands made it difficult to retain and
engage customers. Service innovation can play a vital role to serve this purpose, however …

The emergence of video sharing platforms has given rise to the creation and consumption of
tourism-related content. However, there is limited knowledge about the characteristics of …

The goal of this study is to explore the relationships between brand coolness (BrC) and
consumers' brand engagement (CBE) employing consumers' brand love (CBL) as a …

In today's rapidly changing work landscape, ensuring a good balance between work and
personal is a critical concern for employees. This equilibrium significantly influences their …

Destination loyalty is a key indicator of the competitiveness of tourist destinations. Rural
summer health leisure vacations for urban elderly (RSHLVUE) tourists span a wide range of …