Search Results - subject_exact:"Brand relationship"

How does AI acceptance in logistics services influence value co-creation behavior and brand loyalty among Thai Gen Z consumers?

Anuman Chanthawong; Narinthon Imjai; Kanyarat Nimtrakool; … - 2026

Background: Artificial intelligence (AI) is increasingly integrated into logistics services, yet limited research explains how AI acceptance translates into relational outcomes among Generation Z consumers. This study investigates the influence of AI acceptance in logistics services on value...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015650494

The influences of brand ethnicity on Chinese consumers' brand attachment, brand trust and purchase intention : focused on domestic brand

Li, Shan; Cao, Tuo; Xu, Ju - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015651590

From engagement to action in hospitality management : brand experience and value co-creation as dual engines of hotel loyalty

Karalazarou, Maria Magdalini; Christou, Evangelos; … - 2026

This study develops and tests an Engagement-Experience-Co-creation-Loyalty (EECL) framework explaining how hospitality brand engagement (HBE) is translated into multidimensional hotel loyalty through two parallel mechanisms: Hospitality brand experience (HBX) and hospitality value co-creation...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015653637

Shopping motives as moderators in sustainable food consumption : gender differences and brand loyalty implications in the Danish food market

Hansen, Torben - 2026

In recent years, consumer preference for sustainable food product attributes has increased. This research aims to investigate the moderating influence of consumers' shopping motives on the interplay among gender, preferences for sustainable attributes, and brand loyalty. An online...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015633833

How to strengthen brand loyalty based on CBBE : an innovative evaluation model for mapping the customer journey and loyalty spiral

Tang, Jia-Wei; Tsai, Pei-Hsuan; Hsieh, Ming-Chia - 2026

With customer experiences and omnichannel retailing becoming increasingly fragmented, this study develops an innovative evaluation model for brand loyalty, integrating consumer-based brand equity (CBBE), customer journey, and the loyalty spiral framework. It conceptualizes brand resonance as an...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015676034

From service failure to brand loyalty : evidence of service recovery paradox

Lim, Weng Marc; Saha, Victor; Das, Manish - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015486089

Fantasy or reality? : unveiling the power of realistic narratives in tourism social media advertising

Can, Ali Selcuk; Ekinci, Yuksel; Dilek-Fidler, Setenay - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015077614

Don't make me hate you, my love! : perceived brand betrayal and the love-becomes-hate phenomenon

Tolunay Kuşçu, Aslı; Veloutsou, Cleopatra - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015158179

Brand loyalty dissociation : how consumers navigate brand loyalty in the attention economy marketplace

Ivanis, Milos - 2025

Marketing needs to be aware of the complex nature of consumers' brand loyalty in today's attention-scarce marketplace. As such an environment poses significant challenges for consumers, they manifest and navigate brand loyalty in unique ways. An exploration of digital forums and lived...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015211379

Close to consumers : how brands can foster brand loyalty within families

Kauz, Janina Rebecca - 2025

Research shows that brands are embedded in familial consumption practices. However, it is unclear what brands can do to foster their inclusion within a practice. This article shows that brands can embed themselves in family practices by providing materials for practices, fostering extraordinary...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015211380

Identities without products : when the preference for self-linked products weakens

Weiss, Liad; Tanner, Robin J - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015338626

Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling

Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015190421

Unfaithful brands : how brand attachment can lead to negative responses to influencer marketing campaigns

Bentley, Kara; Rajagopal, Priyali; Kulow, Katina - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015358369

Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy : role of brand endorsers

Nikhashemi, S. R.; Kennedy, Rowan; Mavondo, Felix - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015416620

Influence of brand personality congruence, brand attachment, brand love and obsessive passion on compulsive buying behavior

Attiq, Saman; Kashif, Muhammad; Shamim, Amjad; Afzal, Hannan - 2025

The importance of brand personality congruence (BPC), brand attachment (BA) and brand love (BL) in the luxury marketing is paramount. Still, their relationships in enhancing the customers obsessive passion (OP) and compulsive buying behavior (CBB) through the moderating role of materialism...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015448068

Algorithmic personalization and brand loyalty : an experiential perspective

Obiegbu, Chinedu James; Larsen, Gretchen - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015431688

Metaverse marketing: a business-to-business analysis of brand strategies and Generation Z engagement in the sports industry

Hussain, Saima; Ahmed, Rizwan Raheem; Štreimikienė, Dalia - 2025

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015461911

Beyond ESG: unpacking brand loyalty through the emotional mechanisms lenses of attachment and love : a hierarchical regression study of Alibaba in China

Xue, Xiaobo; Tian, Peilin - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015441249

Brand loyalty and repurchase intention in the face of opportunistic recalls : the moderating role of perceived dialogical CSR communication

Hussain, Shahid; Seet, Pi-Shen; Qazi, Asim; Salam, Abdul; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015441681

Brand teasing : how brands build strong relationships by making fun of their consumers

Oba, Demi; Howe, Holly S.; Fitzsimons, Gavan J. - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015425329

The effect of product-, organisational-, individual-, and environmental-level factors on brand loyalty in the SME sector : a systematic literature review

Boodai, Othman Ayman; Boodai, Sara Ayman - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015609230

The destination and local brand equity role in shaping tourist’s loyalty : the moderated mediation effect of age and number of visits

Elalfy, Reem Mohamed; Elgazzar, Ahmed; El-Ashry, Youssra Y. - 2025

The current study adopts a unique approach in investigating the effect of destination brand equity and local brand equity on destination brand loyalty and local brand loyalty. It examines the direct influence of both destination brand equity and local brand equity on brand loyalty, as well as...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015614204

Understanding consumer repurchase and word-of-mouth behavior in brick-and-mortar retail : role of retail store attributes, brand loyalty and perceived value

Mirza, Farhan; Ding Hooi Ting; Ali Hussain - 2025

This study examines the role of brick-and-mortar retail store attributes (SA) on consumers' brand loyalty and perceived value (PV), which consequently influence repurchase and word-of-mouth (WOM) behavior.Data were collected through a structured survey administered to 374 shoppers at leading...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015550894

Brand-to-brand engagement on social media : typology and implications

Dineva, Denitsa; Lee, Zoe; Mangiò, Federico - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015590029

The influence of brand experience on brand loyalty in the electronic commerce sector : the mediating effect of brand association and brand trust

Sang Vo Minh; Mai, Chi Cuong - 2025

Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers' perceptions of brand equity. This study investigates the impact of brand experience on brand equity in Vietnam's e-commerce sector. Primary data were collected...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015607111

Antecedents of consumer-brand engagement : the mediating role of brand satisfaction

Ndhlovu, Thinkwell; Maree, Tania - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015624803

Customer loyalty through augmented reality apps : quality attributes, market differences, and trust as a mediator

Shi, Wenxuan; Rumokoy, Farlane S.; Frank, Björn - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015641659

Exploring the dichotomy between brand addiction and brand love : a comprehensive analysis

Minh Thi Hong Le; Nguyen, Thao K.; McClelland, Bob; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015635199

Examining the impact of sensory brand experience on brand loyalty

Zha, Dongmei; Foroudi, Pantea; Melewar, T. C.; Jin, Zhongqi - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015509258

On the run for value: exploring the relevance of consumer goals for consumer relationships on brand flagship platforms

Schewe, Marieke; Hegner, Sabrina; Schade, Michael; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015670419

Travelling bumpy roads : how consumers experience brand transgressions in the online environment

Klütz, Anna-Marie; Albrecht, Carmen-Maria - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665740

What I like! : the joint impact of attitude, perceived quality, and experience on brand loyalty: semi-parametric additive mixed modeling

Höfling, Tim; Walter, Nadine; Kuhlenkasper, Torben; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015667431

I am what is mine : brand personality, consumer personality, and brand-consumer relationships

Dobre, Costinel; Preda, Gheorghe; Milovan, Anca-Maria; … - 2025

In today's visually-driven marketplace, where social media and personal branding dictate consumer preferences, companies must strategically position themselves to align with evolving identity trends. This study provides managerial insights into the role of brand personality in shaping...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015671618

Branding strategies and sales volume of nestle products : a Nigeria university experience

Balogun, Ebenezer Oluwadamilare; Babawale, Opeyemi - 2025

Building a strong brand is no longer an easy endeavor, it demands strategic prowess. Hence, branding strategies and sales volume of nestle products in Nigeria university was investigated. Specifically, it examined brand awareness and loyalty on customer patronage, and purchase decision...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015671351

Don't exclude me : being excluded in a brand community owned by other users leads consumers to avoid the brand

Schiessl, Djonata - 2022

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013532239

Consumer-based brand equity : do brand relationships matter?

Ruzzier, Maja Konečnik; Petek, Nuša; Bavdaž, Mojca - 2022

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013502536

Influencer authenticity and intention to co-create brand value: an investigation of central and peripheral pathways

Hasan, Shermeen; Zahid, Hasan; Qayyum, Abdul - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015457263

The role of services in creating brand loyalty for B2B manufacturers

Raddats, Chris; Roper, Stuart; Ashman, Rachel - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014549097

Connecting the dots between brand equity and brand loyalty for retailers : the mediating roles of brand attitudes and word-of-mouth communication

Troiville, Julien - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014551996

The impact of brand experience on eWOM : brand love and brand loyalty as mediators in consumer electronics

Nguyen Kim Thoa; Dam, Tri Cuong - 2024

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators in consumer electronic sector. Design/methodology/approach: A data survey was conducted in Ho Chi Minh City, Vietnam, with 350 eligible respondents via Google Forms. The...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015066510

Unveiling brand loyalty in emerging markets : analyzing smartphone user preferences: Robustness of structural equation modeling (SEM) and simultaneous equation modeling (SEMs)

Al Masud, Abdullah; Selim Ahmed; Kaisar, Mohammad Tanvir; … - 2024

This study aims to examine the determinants of brand loyalty in emerging markets, focusing on smartphone consumers in Bangladesh. The study focuses on identifying the key elements that contribute to brand loyalty and the extent of their impact on customers' commitment to their preferred...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015072091

Predicting label brand loyalty : a comparison of two models using a partial least square-structural equation modeling

Karoui, Sedki; Behi, Azza Temessek; Fehri, Dorsaf; … - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015100806

Can consumer engagement on social media affect brand extension success? : the case of luxury fashion brands and restaurants

Yoo, Jungmin - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015101860

Enhancing brand equity through multidimensional brand authenticity in the fashion retailing

Hyun, Hyowon; Park, Jungkun; Hong, EunPyo - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015084897

Official online brand stores or online marketplaces? : exploring innovation in consumer intentions

Wang, Yu-Bing; Chen, Pin Yin - 2024

Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015075444

How front-of-package labels, perceived food quality, brand loyalty, and consumer consciousness of nutritional value drive consumer satisfaction

Moazzam, Muhammad; Javed, Haiqa; Raziq, Muhammad Mustafa; … - 2024

Food labeling standards play a vital role in shaping our food choices. Many food-borne diseases can be effectively curtailed by adopting customer centered Front-of-Package (FOP) food labeling and nutritional standards. Past studies primarily cover consumer behavior towards food labels, yet there...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015075888

How consumers define brand relationships : a prototype analysis

Schreuder, Paul; Zeelenberg, Marcel; Pronk, Tila M. - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014485698

Gamify, engage, build loyalty : exploring the benefits of gameful experience for branded sports apps

Habachi, Salma; Matute, Jorge; Palau i Saumell, Ramon - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014485716

Marketing communications' dimensions and brand loyalty in the banking sector

Quayson, Agartha; Issau, Kassimu; Gnankob, Robert Ipiin; … - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014528520

Marketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institution

Sánchez Garza, Miriam Nanyeli; Sánchez Limón, … - 2024

The objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin’s model (2018). The quantitative method is used, with the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014529732