Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish...

Purpose Demand for service convenience, defined as a consumer’s perception of minimized time and effort spent to obtain a service, has increased in conjunction with certain sociocultural and demographic changes. Previous research notes the significance of service convenience, but the...