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The influence of storytelling on the consumer-brand relationship experience

Crespo, Cátia Fernandes; Ferreira, Alcina Gaspar; … - In: Journal of marketing analytics : JMA 11 (2023) 1, pp. 41-56

Persistent link: https://www.econbiz.de/10014250028

Feeling psychologically close : examining the determinants of branded app engagement

Hsieh, Sara H.; Tseng, Timmy H.; Lee, Crystal T. - In: The journal of product & brand management 32 (2023) 4, pp. 566-581

Persistent link: https://www.econbiz.de/10014281355

Determinants of emotional brand attachment in casual dining restaurants

Gera, Navneet; Garg, Anjali; Rohatgi, Swati - In: International journal of management practice : IJMP 17 (2024) 3, pp. 279-302

Persistent link: https://www.econbiz.de/10015069532

More expectations, more disappointments : ego depletion in uncertain promotion

Tang, Jiansheng; Zhou, Jiamin; Zheng, Chundong; Jiao, Sijing - In: Journal of retailing and consumer services 66 (2022), pp. 1-11

Persistent link: https://www.econbiz.de/10013209681

Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM

Kurtoğlu, Ramazan; Özbölük, Tuğba; … - In: The journal of brand management : an international journal 29 (2022) 1, pp. 72-84

Persistent link: https://www.econbiz.de/10013170510

Eine wertebasierte Typologie der Markenliebe

Kühn, Jochen - 2018

Einführung in die Problemstellung des Aufbaus und Erhalts von starken Markenbeziehungen -- Verhaltenswissenschaftliche Grundlagen von Markenbeziehungen und Markenliebesbeziehungen -- Menschliche Werte als motivationale Grundlage unterschiedlicher Markenliebesbeziehungen -- Ableitung einer...

Persistent link: https://www.econbiz.de/10014019877

Construing Brand Love through Consumer Self-Goals

Kieu, Tai Anh; Trinh, Viet Dung - 2021

Brand love has ignited renewed attention of marketing scholars and practitioners. Nonetheless, scant research has been … done to examine the interplay between different self related goals in impacting brand love. This research aims to examine … the relative impact of self-related goals on brand love and behavioural intentions (brand loyalty and positive word of …

Persistent link: https://www.econbiz.de/10014087641

Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment : the role of nation brand love

Yadav, Rohit; Paul, Justin; Mittal, Amit - In: International marketing review 40 (2023) 1, pp. 28-48

Persistent link: https://www.econbiz.de/10014227448

Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics : Mediating Role of Customer Satisfaction

Hashem, Tareq Nael; Nimer Ali, Dr. Nafez; Allan, Dr. Mahmoud - 2020

People can forget what someone said or did but they very rarely forget the emotions which were raised in them or how someone made them feel. From that point, the role of emotional marketing here appears as means of communicating with consumers or users and developing meaningful relationships...

Persistent link: https://www.econbiz.de/10014092211

Buying happiness : how brand engagement in self-concept affects purchase happiness

Razmus, Wiktor; Grabner-Kräuter, Sonja; Kostyra, Martyna; … - In: Psychology & marketing 39 (2022) 11, pp. 2096-2109

Persistent link: https://www.econbiz.de/10013465146