Emotions have a compelling and strong effect on individuals actions and behaviours. They
are elicited in consumers during the decision‐making process through brand‐related stimuli …

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

To advance understanding of how well different types of brand relationships drive customer
brand loyalty and to help companies improve the effectiveness of their relationship-building …

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 …

The main purpose of this study is to examine the antecedents of brand loyalty in the context
of fast fashion industry. This study also highlights the role of social media (SM) marketing on …

Purpose This study aims to explore and extend the consumer–brand relationship literature
by integrating the relatively new construct of brand coolness with a growing body of work on …

For more than 20 years, the consumer–brand relationship (CBR) subfield has flourished with
scores of constructs being employed. We provide an epistemological examination of its 14 …

Brand betrayal is a state evoked when a brand with which one has previously established a
strong self–brand connection fractures a relationship by engaging in a moral violation. We …

Purpose The increased practitioner and academic interest in negative brand phenomena
highlight the need for the development of practical scales to be used for empirical …

In an era where brands try to generate strong and positive consumer responses in an
uncertain, complex, unpredictable, and fast-changing environment, understanding the …