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 This study aims to propose and test a research model outlining the chain effects of
social media marketing activities (SMMA) on brand equity, encompassing the potential …

Although service environments have become increasingly smart due to the infusion of
artificial intelligence (AI) technology, little research has examined AI environments and their …

This study aims to examine what makes the image content of fashion brands successful on
Instagram, while comparing between luxury and fast fashion brands. A quantitative analysis …

Purpose This research aims to unravel the intricate relationship between luxury brands'
social media marketing strategies (ie communication and engagement) and their impact on …

Although substantial research has been conducted to understand the luxury brand
consumption at a global level, especially in the Western market, far less attention has been …

Smartwatch technology advancements have revolutionised a wide array of aspects of
human life, ranging from communication to healthcare. As the smartwatch market moves …

Background Wearable health care devices have not yet been commercialized on a large
scale. Additionally, people in different countries have different utilization rates. Therefore …

Consumers' need for uniqueness (CNFU) has received much attention in identifying
intention for luxury consumption. This study investigates how the interplay of CNFU …

Nowadays, rejuvenation of Chinese time-honored brands, a symbol of Chinese traditional
culture, is manifested in their co-branding with new brands. With focus on sincerity and …