Building a strong brand with significant equity provides a host of benefits for firms.
Understanding the sources and outcomes of brand equity provides managers with …

This study examines how scholarly research on consumer brand relationships has evolved
over the last decades by conducting a bibliometric citation meta-analysis. The bibliography …

In an ever more transparent, digitalized, and connected environment, customers are
increasingly pressuring brands to embrace genuine corporate social responsibility (CSR) …

Gamification is increasingly applied as a design strategy when improving various behavioral
outcomes in the online retailing domain. Understanding the attributes of gamification …

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of
self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between …

Purpose The purpose of this study is to understand differences in consumer brand
engagement (CBE) according to the functional or emotional nature of consumer–brand …

We present an integrative framework of brand value co-creation with theoretical
underpinnings in joint agencial experiencial creation of brand value. Central to this …

Brand love is an often ignored, yet important dimension in consumer-brand relationships.
Especially consumer-brand relationships with masstige brands that are hedonic and …

Purpose–This paper aims to examine whether the strength of positive brand relationship can
either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate …

Purpose The purpose of this paper is to apply the concept of traditional branding constructs–
brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal …