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...

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...

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...

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...

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...

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...

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...

The concurrent effects of customer predispositions, customer engagement behaviour (CEB) and self-brand connections (SBC) on loyalty are less understood. This article will examine how relationship quality and consumer predispositions (self-concept, brand communal focus) affect loyalty, with...

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...

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...

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...

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...

Building and maintaining brand loyalty is crucial for every organisation in such competitive business environment and organisations in the hospitality industry are not spared. Hotels have made many efforts on branding to gain brand loyalty from their customers and recently they have carried...

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model. Based on information processing theory, the first aim of...