Transformer, an attention-based encoder–decoder model, has already revolutionized the
field of natural language processing (NLP). Inspired by such significant achievements, some …

Past research has extensively studied the antecedents and consequences of consumers'
green consumption values, as well as the psychological mechanisms that underlie an …

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 …

The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

Understanding customer engagement outcomes in mobile applications is essential for the
success of firms. The present study examines a model to comprehend customer …

This study considers how the relationships between social media influencers, brands and
individuals are intertwined on social media and analyses the spill-over effects of feelings of …

Chatbots are increasingly used as substitutes for human service agents in online shops.
This has led researchers to analyze how chatbot characteristics influence consumer …

Purpose This paper aims to examine a chain of relationships running from self-congruity
with a brand–that can stem from the actual, ideal or social self–to brand attachment and from …

Brand Management: Mastering Research, Theory and Practice is a valuable resource for
those looking to understand how a brand can be conceptualized and thus managed in all its …

Luxury brands successfully use a masstige marketing strategy by offering consumers social
status, prestige, and rarity at premium prices. Using Churchill's (1979) scale development …