Purpose – The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers' active engagement. Design/methodology/approach – In order to develop and validate the romantic brand...

Purpose – The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include...

Purpose – Companies should move beyond product attribute positioning to fostering affective-laden relationships with customers, as customers often want to feel engaged with the brand they purchase. These brand tribal members share something emotively more than mere brand ownership. As measures...

Purpose – The authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms – specifically, they propose that customers who hold different relational models for the service firm are likely to engage with the firm in dissimilar ways, thus generating...