Negative user-generated content provides cues that warn other consumers to avoid using a
particular product or service. This study explores whether brand feedback can counteract …

Introduction: Organizations currently emphasize green marketing strategies by implementing
marketing practices, aiming to design, produce, promote and sell green products. Thus, both …

Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …

Purpose The purpose of this study is to examine the effect on the customer brand
engagement (CBE) of followers of an eco-friendly restaurant of their perceptions of the …

Purpose This paper aims to examine the antecedents of brand passion and brand
community commitment, namely, self-congruity and athlete attraction, as well as their effects …

Recognizing the power of consumer-led dialogue over traditional company-led marketing,
travel and tourism organizations increasingly appreciate the role of consumer advocacy …

Increasing online advocacy by donors has important implications for nonprofit organizations
(NPOs). Through a lens of self-disclosure theory, this current research combines data across …

Companies are becoming increasingly involved in corporate social responsibility (CSR) to
enhance their self-rather than public interests, and this has made CSR ambiguous when …

Purpose This research aims to examine the role of consumers' brand trust and attachment
on advocacy intention before and after the occurrence of brand misconduct in retail banking …

The COVID-19 pandemic brought a myriad of challenges and opportunities and has
influenced the modern concept of sustainability as projected into the Corporate Social …