Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience sample of 346...

Purpose: This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences...

Purpose – Researchers have been focusing on the predictors of expatriates adjustment and job performance at different levels (individual level, organizational level, and societal level) but still some of the predictors have been ignored or unclear in the expatriate literature. The purpose of...

Purpose – Fashion brand love is a central concept in the consumer‐brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald's “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the...

Purpose – The purpose of this study is to examine the mediating effects of expatriate adjustment (work, general and interaction) between individual (previous international experience, self‐efficacy, social network and cultural sensitivity) and organizational factor (direct and indirect...