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

The aim of this study is to propose a conceptual framework for building destination brand
credibility. This research proposes a novel framework to explore the antecedents of …

Purpose Green brands are those brands that obtain attributes and benefits related to the
reduction of the brands' environmental impact. Green brand love is a very important issue for …

Sector development cigarette industry faces market competition, and the pressure that
suppresses its existence stems from ambiguous policies. The ambiguous policy is because …

In the new media era, although the short-form video has become an essential tool for
destination brand marketing, few empirical studies have concentrated on how to use it to …

This research aimed to identify the factors that influence impulse buying behavior during
livestreaming and advance the existing literature based on a proposed conceptual …

The Environmental, Social, and Governance (ESG) concept is one of the potentially crucial
strategic movements for sustainable business practices in the digital era. Despite this, there …

Purpose This study aims to analyze consumer motivations to share information about
corporate social responsibility (CSR) activities through electronic word of mouth. It examines …

Climate complexities and environmental problems not only brought changes in
organizational practices but also changed the consumer purchasing pattern. Consumers …

This study aims to explain the linkage between perceived social media marketing activities
(SMMAs) and purchase intentions through the mediating effects of brand trust, brand …