Purpose The purpose of this study is to investigate the motivations, attitudes and intentions towards luxury dining in airplane themed restaurants (ATRs). The moderating roles of desire to fly, desire for luxury and fear of missing out (FOMO) towards attitude and intention to embark on this ATR...

Purpose: The concept of brand transformation concerns a brand strategy that advocates radical changes. It involves a collective set of actions and activities that are coherently steered to regenerate the engagement experience of the target market emanating from the brand strategy. Nevertheless,...

Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit...