the link between the potential for brand risk and brand commitment, in order to facilitate customer orientation and brand … of brand risk and brand commitment are accounted for. Another important finding relates to the values and differences …

the link between the potential for brand risk and brand commitment, in order to facilitate customer orientation and brand … of brand risk and brand commitment are accounted for. Another important finding relates to the values and differences …

-perceived informativeness, (2) Perceived trustworthiness and perceived informativeness build consumers' affective brand commitment, (3 …) Affective brand commitment affects willingness to pay premiums and (4) Health consciousness positively moderates the … relationship between consumers' affective brand commitment and willingness to pay premiums. Originality/value This paper …

and brand commitment. And brand love affect brand commitment and active engagement. Emotional brand attachment affects … brand commitment increases when consumers feel intimacy and a strong emotional bond between themselves and the brand … the brand, leading to brand commitment and active participation. Third, Ji et al . (2018) found that brand reputation has …