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An expeditin of brand identification to evangelism with mediating effect of love and loyalty

Koner, Souren; Gupta, Tanushree; Malewar, Sonali - In: Thailand and the world economy 41 (2023) 2, pp. 62-84

paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … brand loyalty, and all of them together lead to brand evangelism. Furthermore, the mediator roles of brand love and loyalty … identification, brand love, and brand loyalty positively affected brand evangelism. Besides, the serial mediating effect of brand …

Persistent link: https://www.econbiz.de/10014439350

The impact of brand experience on eWOM : brand love and brand loyalty as mediators in consumer electronics

Nguyen Kim Thoa; Dam Tri Cuong - In: Global business and finance review 29 (2024) 5, pp. 176-186

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators …, with 350 eligible respondents via Google Forms. The PLS-SEM approach was implemented to gauge the measurement and … structural model. Findings: The finding demonstrates that brand experience, brand love, and brand loyalty have a beneficial …

Persistent link: https://www.econbiz.de/10015066510

Emotional brand attachment and brand love : the emotional bridges in the process of transition from satisfaction to loyalty

Ghorbanzadeh, Davood; Rahehagh, Atena - In: Rajagiri management journal 15 (2021) 1, pp. 16-38

study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating … partial least squares method. Findings - The results showed that brand love is the strongest antecedent of brand loyalty and … emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a …

Persistent link: https://www.econbiz.de/10012588608

A typology of validity : content, face, convergent, discriminant, nomological and predictive validity

Lim, Weng Marc - In: Journal of Trade Science 12 (2024) 3, pp. 155-179

convergent validity and discriminant validity come into play during the evaluation of the measurement model post-data collection … evaluation of the measurement model. Additionally, content, face, convergent and discriminant validity contribute to construct …

Persistent link: https://www.econbiz.de/10015077416

Adaptation and validation of the Polish version of the team boosting behaviors scale

Haffer, Joanna - In: Central European Management Journal 32 (2024) 3, pp. 392-407

Purpose The article aims to present the results of adapting the team boosting behaviors (TBB) scale to Polish cultural conditions and validating it. Design/methodology/approach The research methodology consisted of three steps. In the first step, I translated the TBB scale into Polish using a...

Persistent link: https://www.econbiz.de/10015077464

Is two always better than one? : customer perception on the merger of startup decacorn companies

Putra, Ilham Fauzan; Windasari, Nila Armelia; … - In: Journal of open innovation : technology, market, and … 7 (2021) 4, pp. 1-22

Recently, the two decacorn Startups in Indonesia decided to collaborate with a merger scheme and accumulate over 100 million monthly active users. The Merger triggers a new perception for customers and has an impact on the level of Brand Loyalty. However, no research examines how customer...

Persistent link: https://www.econbiz.de/10012695913

The model development of industrial brand loyalty : assessing the rational and emotional aspects as antecedents of loyalty

Samudro, Andreas; Susanti, Vonny - In: Cogent business & management 8 (2021) 1, pp. 1-27

The purpose of the study is to develop a brand loyalty model with perspectives from rational and emotional aspects. The research investigates the relevant antecedents of the brand loyalty model with the respondents from various industries in the chemical emulsion market. The research is a...

Persistent link: https://www.econbiz.de/10012663810

Emotional intelligence and consumer decision-making styles : the mediating role of brand trust and brand loyalty

Kankam, George; Charnor, Isaac Tetteh - In: Future Business Journal 9 (2023), pp. 1-11

This paper brings to light emotional intelligence’s impact on consumer decision-making styles during purchases. We show how brand trust (BT) and brand loyalty (BL) act as mediators between emotional intelligence (EI) and decision-making styles. We further indicate how consumers rely on...

Persistent link: https://www.econbiz.de/10014381358

Antecedents and consequences of brand passion among young smartphone consumers : evidence of Iran

Ghorbanzadeh, Davood; Saeednia, Hamidreza; Rahehagh, Atena - In: Cogent business & management 7 (2020) 1, pp. 1-17

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are...

Persistent link: https://www.econbiz.de/10012623547

Brand experience clustering and depiction of brand satisfaction, brand loyalty and emotional confidence

Rizvi, Wajid H.; Memon, Salman Bashir; Dahri, Abdul Samad - In: Foundations of Management : the journal of Warsaw … 12 (2020) 1, pp. 111-124

Brand experience (BE) is essential to depict long-term consumer brand relationships; this study investigates the influence of brand experience on emotional confidence (EC) and subsequent impact of brand satisfaction (BS) and brand loyalty (BL) in the context of car buying. Structural equation...

Persistent link: https://www.econbiz.de/10012490264