Purpose This study aims to examine the relationship between emotional bonding (eg brand
love, brand commitment and brand trust) and consumers' awareness and consumers loyalty …

Preserving brand identity is a major challenge faced by B2B brand managers. This study
makes a unique contribution by investigating how to protect brand identity in the B2B context …

Purpose This study aims to identify factors affecting travellers' behavioural intentions
regarding beach destinations in Bangladesh. The study also examines how destination …

Although corporate social responsibility (CSR) authenticity and customer citizenship
behavior (CCB) are of great importance to the long-term success of businesses in the …

Customers in the hospitality industry are essential to cocreating unique and memorable
experiences. Encouraging customer value cocreation behaviors (CVCBs) is crucial for …

This study aims to examine and explain the role of brand love in mediating the effect of
intensive distribution and promotion of social media on brand loyalty and e-WOM. The …

Purpose This paper aims to draw on the appraisal theory and the theory of self-brand
congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes …

Purpose This study aims to investigate how the gratifications obtained through brand-related
social media content affect brand intimacy and thereby influence customer extra-role …

The purpose of this study is to examine the effects of avoidance of similarity, self-congruity,
and brand attachment on Generation X's sportswear brand loyalty. This study also examines …

Understanding the connection between how consumers perceive sustainability and how
they experience the offered products or services can make a big difference for companies to …