Search Results - subject:"Markentreue"

Unfaithful brands : how brand attachment can lead to negative responses to influencer marketing campaigns

Bentley, Kara; Rajagopal, Priyali; Kulow, Katina - In: Journal of consumer psychology : JCP ; the official … 35 (2025) 2, pp. 169-184

Persistent link: https://www.econbiz.de/10015358369

Brand teasing : how brands build strong relationships by making fun of their consumers

Oba, Demi; Howe, Holly S.; Fitzsimons, Gavan J. - In: Journal of consumer research : JCR ; an … 52 (2025) 1, pp. 70-92

Persistent link: https://www.econbiz.de/10015425329

Beyond ESG: unpacking brand loyalty through the emotional mechanisms lenses of attachment and love : a hierarchical regression study of Alibaba in China

Xue, Xiaobo; Tian, Peilin - In: International journal of economic sciences : IJES 14 (2025) 1, pp. 259-273

Persistent link: https://www.econbiz.de/10015441249

Brand loyalty and repurchase intention in the face of opportunistic recalls : the moderating role of perceived dialogical CSR communication

Hussain, Shahid; Seet, Pi-Shen; Qazi, Asim; Salam, Abdul; … - In: Journal of retailing and consumer services 84 (2025), pp. 1-16

Persistent link: https://www.econbiz.de/10015441681

Influence of brand personality congruence, brand attachment, brand love and obsessive passion on compulsive buying behavior

Attiq, Saman; Kashif, Muhammad; Shamim, Amjad; Afzal, Hannan - In: Pakistan journal of commerce and social sciences 19 (2025) 2, pp. 357-384

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...

Persistent link: https://www.econbiz.de/10015448068

Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy : role of brand endorsers

Nikhashemi, S. R.; Kennedy, Rowan; Mavondo, Felix - In: Journal of marketing communications 31 (2025) 1, pp. 21-61

Persistent link: https://www.econbiz.de/10015416620

Identities without products : when the preference for self-linked products weakens

Weiss, Liad; Tanner, Robin J - In: Journal of consumer research : JCR ; an … 51 (2025) 5, pp. 896-915

Persistent link: https://www.econbiz.de/10015338626

Algorithmic personalization and brand loyalty : an experiential perspective

Obiegbu, Chinedu James; Larsen, Gretchen - In: Marketing theory 25 (2025) 2, pp. 199-219

Persistent link: https://www.econbiz.de/10015431688

Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling

Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - In: Spanish journal of marketing 29 (2025) 1, pp. 114-135

Persistent link: https://www.econbiz.de/10015190421

Don't make me hate you, my love! : perceived brand betrayal and the love-becomes-hate phenomenon

Tolunay Kuşçu, Aslı; Veloutsou, Cleopatra - In: Journal of business research : JBR 187 (2025), pp. 1-15

Persistent link: https://www.econbiz.de/10015158179