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 …

Given the growing role of brands as relationship partners and relationship facilitators and
the pre-eminence of the online environment for consumers, this article contributes to the …

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 …

The study draws upon an existing conceptual model of customer engagement and examines
how customer and firm based factors are related to customer engagement with a focus on …

Purpose Numerous studies have examined factors influencing electronic word of mouth
(eWOM) providing behaviour. The volume of extant research and inconsistency in some of …

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …

Purpose The purpose of this study is to understand differences in consumer brand
engagement (CBE) according to the functional or emotional nature of consumer–brand …

Purpose This research investigates the effects of multidimensional brand experiences (ie
behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the …

Purpose The Internet has changed the nature of purchasing, proof of this being the
proliferation of e-commerce sites which have seen their activity grow more quickly due to the …

Instagram is used as an effective and visual marketing channel for building brand equity in
the minds of consumers. Therefore, this study aims to classify Instagram marketing activities …