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The impact of the social protest on brand commitment

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Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase : a study of selected global brands on the Indian market

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Brands can be helpful in strengthening a person’s identity. Hence, consumers use brands as instruments for reflecting their personal image and individual goals. The self-concept as a vital component of emotional aspects, boosts attitudinal loyalty towards a brand. The luxury fashion market of...

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Tiger Woods, Nike, and I are (not) best friends : how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality

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Is co-creation really a booster for brand equity? : the role of co-creation in observer-based brand equity (OBBE)

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How customer experience affects the customer-based brand equity for tourism destinations

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Critical in-flight and ground-service factors influencing brand prestige and relationships between brand prestige, well-being perceptions, and brand loyalty : first-class passenger...

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Antecedents of brand love in online network-based communities : a social identity perspective

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