Purpose: With the increasing numbers of the elderly people, the aging segment represents a potential huge market. While this trend is obvious, still little literature focuses on this group. The study thus fills up this gap. Furthermore, the study aims to examine the aging consumers' journeys...

Purpose Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and brand trust on the brand experience and brand loyalty...