In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

Brand experience is one of the most promising concepts to emerge in consumer research
over the last decade. However, unlike other brand-related concepts, it has often been …

Purpose Brand love is associated with consumer behaviours that are key for organisational
performance. However, research on the antecedents of brand love is sparse. The current …

This study aims to investigate the effects of coffee brand service quality and customer
experience on brand equity, brand personality, and brand reputation. To achieve this …

Marketers strive to create cool brands, but the literature does not offer a blueprint for what
“brand coolness” means or what features characterize cool brands. This research uses a …

This study examines the impacts of destination personality and image on individuals'
attitudes and visiting intentions. Based on a sample of 173 Canadians, the study …

Consumer brand preference is an essential step towards understanding consumer choice
behaviour, and has therefore always received great attention from marketers. However, the …

Many universities leverage symbolic qualities with the potential of creating a brand
personality useful in competitive differentiation. Drawing on a series of qualitative and …

Crowding is largely associated with negative consumer outcomes such as shopping
irritation and lower levels of shopping pleasure, less positive attitudes and less satisfaction …

Creating emotional brand attachment is a key branding issue in today's marketing world.
One way to accomplish this is to match the brand's personality with the consumer's self. A …