The importance of brand personality congruence (BPC), brand attachment (BA) and brand love (BL) in the luxury marketing is paramount. Still, their relationships in enhancing the customers obsessive passion (OP) and compulsive buying behavior (CBB) through the moderating role of materialism...

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...

This study examines the role of brick-and-mortar retail store attributes (SA) on consumers' brand loyalty and perceived value (PV), which consequently influence repurchase and word-of-mouth (WOM) behavior.Data were collected through a structured survey administered to 374 shoppers at leading...

Purpose - The research aims to examine the influence of perceived value (PV) dimensions on brand loyalty of luxury car owners and to examine the mediating role of attitudinal loyalty (AL) between PV dimensions and behavioral loyalty (BL). Design/methodology/approach - Primary data for the study...

This study examines whether the effects of perceived corporate social responsibility (PCSR) on brand equity and brand loyalty are jointly mediated by brand image and brand reputation in the technology industry. It also explores the moderating role of gender in these relationships. The sample...

This study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast‑Moving Consumer Goods (FMCG) industry, and the moderating role of artificial intelligence (AI). A 416 valid sample was used in this study to...

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model. Based on information processing theory, the first aim of...

The concurrent effects of customer predispositions, customer engagement behaviour (CEB) and self-brand connections (SBC) on loyalty are less understood. This article will examine how relationship quality and consumer predispositions (self-concept, brand communal focus) affect loyalty, with...

Purpose - This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology - Using an online questionnaire from 1st October...

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators in consumer electronic sector. Design/methodology/approach: A data survey was conducted in Ho Chi Minh City, Vietnam, with 350 eligible respondents via Google Forms. The...

Food labeling standards play a vital role in shaping our food choices. Many food-borne diseases can be effectively curtailed by adopting customer centered Front-of-Package (FOP) food labeling and nutritional standards. Past studies primarily cover consumer behavior towards food labels, yet there...

The current study looks at the relationships in the Pakistani smartphone market between brand experience, brand love, and brand loyalty. In addition, we also study brand trust's moderating effect. The data was collected from 300 Pakistani smartphone users. Structural equation modelling (SEM) and...

This study aims to examine the determinants of brand loyalty in emerging markets, focusing on smartphone consumers in Bangladesh. The study focuses on identifying the key elements that contribute to brand loyalty and the extent of their impact on customers' commitment to their preferred...

Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the...

The objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin’s model (2018). The quantitative method is used, with the...

Building and maintaining brand loyalty is crucial for every organisation in such competitive business environment and organisations in the hospitality industry are not spared. Hotels have made many efforts on branding to gain brand loyalty from their customers and recently they have carried...