Consumers develop powerful connections with brands and they feel a strong bond or
attachment to favourite brands that can lead to re‐purchase behaviour, reduced price …

Confronted with increasing pressures to limit government spending on social welfare, more
and more public policy makers welcome the growing social involvement of corporations. Yet …

With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer
brand engagement (CBE), which focuses on the consumer's investment in their brand …

Abstract Service researchers have emphasized the importance of studying the service
experience, which encompasses multiple service encounters. Although the reflection on a …

Vendors of mobile communication applications/services (apps) aim at improve their designs
to attract and retain users, and thus achieve the critical mass needed to ensure the success …

To advance understanding of how well different types of brand relationships drive customer
brand loyalty and to help companies improve the effectiveness of their relationship-building …

Research on social identification in organizations is diverse and evolving. As focus has
shifted to the effects of multiple identities, there is a need to further define relationships …

Abstract Although Artificial Intelligence (AI) has been gradually introduced to various
industries, research on customer attitudes and behavior toward the use of AI is still in its …

Purpose This study aims to investigate the influence of brand relationship quality and
consumer community identification on consumer engagement. This study also examines the …

The concept of consumer–brand identification (CBI) is central to our understanding of how,
when, and why brands help consumers articulate their identities. This paper proposes and …