The antecedent cognitions of brand love and its impact on brand loyalty: The moderating role of sustainability marketing
Purpose This study aims to examine the moderating effect of sustainability marketing on
brand loyalty of brands that advertise their sustainable development agenda goals. The …
brand loyalty of brands that advertise their sustainable development agenda goals. The …
Why can't we help but love mobile banking chatbots? Perspective of stimulus-organism-response
In mobile banking, the relationship between consumers and conversational artificial
intelligence chatbots (CAIC) is a growing interest. This study delves into consumers' brand …
intelligence chatbots (CAIC) is a growing interest. This study delves into consumers' brand …
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty
Drawing on Russell's model of affect, this study examines brand love and emotional
attachment as serial mediators of the relationship between market-related (brand popularity …
attachment as serial mediators of the relationship between market-related (brand popularity …
Cognitive drivers of brand love and store brand loyalty: lessons for retailers in a develo** country setting
This paper aims to extend an understanding of the cognitive drivers, namely excitement and
sincerity, of brand love and store brand loyalty. It also examines the mediating role of brand …
sincerity, of brand love and store brand loyalty. It also examines the mediating role of brand …
Tickle me on WeChat Moments: the role of brand love
Purpose This study aims to expand the understanding of the implicit exposure of brands in
Web dramas with congruent branding messages shared on social media Moments. This …
Web dramas with congruent branding messages shared on social media Moments. This …
Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products
Purpose This study aims to examine the impact of consumer brand experience on brand
love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing …
love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing …