Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …

Purpose The aim of this study is to examine how brand trust moderates the effect of brand
experience on brand loyalty mediated by brand love in the context of Korean smartphone …

This study was conducted from the strategic marketing perspective to test the impact of
brand relationship types on brand loyalty. We also test three path effects of brand love and …

Purpose This study investigates the mediating role of service recovery between brand love
(BL), brand trust (BT) and purchase intention in the context of food-delivery apps …

This study examines the role of brand love and its relationship with brand-related variables,
such as brand quality, brand trust, brand commitment, and brand loyalty. A total of 265 …

This study examines the factors leading to online loyalty, in terms of brand effects (ie brand
innovativeness and brand love) as well as website effects (ie visual appeal, perceived …

Previous studies that studied brand relationships tended to ignore the relationship between
brand experience and brand loyalty and the role of brand love and brand trust. Therefore …

Smartphones have become increasingly essential in people's daily lives. Studying the
enablers that influence students' smartphone buying intentions can inform technology …

This article aims to validate a measurement of the effects that brand love has on brand
equity in order to verify if brand equity influences repurchase intentions from the perspective …

Brands and their personalities constitute the basis upon which consumers identify and bond
with various products or services. This study focuses on the factors influencing congruity …