The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence...

Purpose: This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand...

Purpose: The purpose of this paper is to evaluate the effect of the scandals and distrust over the past years in brand love regarding a classic and well-known financial brand. The authors consider the antecedents of brand love contemplating the role of negative emotions, engagement and...

Purpose: The purpose of this paper is to assess the perception of the city of Porto as a destination engaged with social responsibility practices. The authors intend to analyse if the national and international tourists know the social responsibility practices of the city and if they associate...

Purpose: This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of...

Purpose The purpose of this paper is to evaluate the perception of tourists in relation to corporate social responsibility (CSR) practices in the city of Porto as a tourism destination in three main domains as follows: community, environment and customer’s perception on the effect of the...

Purpose – This study aims to explore the relationship between the consumer perceptions of corporate social responsibility (CSR) and the buying behaviour in the brand clothing Salsa . This paper intends to analyse if the consumer knows about the meaning of social responsibility in the economic,...

Purpose The purpose of this paper is to propose a brand equity measurement model in the consumers’ mind. The measurement model separates the perceptual component of the behaviour component of individuals in their preferences for brands. That is, as a result of a set of perceptions, consumers...

Purpose This study aims to check which scale of love brand developed by Carroll and Ahuvia (2006) or Mohammadian and Karimpour (2014) have better adhesion to the perception of Aspirin love brand, that is, a functional brand. Design/methodology/approach The conceptual models and associated...