This paper conducts an integrative review and provides a synthesisation of key themes in
the brand attachment literature. A total of 171 papers were selected and analysed using a …

Purpose Based on the stimulus–organism–response (SOR) model, the aim of this study is to
explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of …

Nowadays, business competition have been increasingly fierce. Brands must be able to
establish close relationships with consumers to win the market. One of the customer-brand …

Omnichannel retailing is a new retail norm that focuses on providing a seamless interaction
between retailers and consumers. Although the effect of omnichannel retailing on business …

The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

Purpose Following promising growth of the international medical tourism industry,
competitions within the global market have escalated tremendously with increased …

Retailers are increasingly looking at leveraging new digital platforms like livestream
commerce to generate quick or impulsive purchases in order to survive the intense …

Recent studies have highlighted the importance of implementing corporate social
responsibility (CSR) to enhance long-term competitive advantage for business. It was …

User-generated content (UGC) is one of the most important notions that influences tourists'
decision-making. However, the nature of UGC is still underexplored in the literature. The …

Purpose Live streaming commerce becomes increasingly popular, and some special
shopping behaviors existing in traditional e-commerce also emerge in this new context. The …