Purpose - Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of...

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are...

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are...

This study proposed a model to assess visitor experience quality and its effect on their image, perceived value, delight, satisfaction, and behavioral intentions in Iranian water parks. Based on convenience sampling, a sample of 384 visitors at five water parks in Mashhad, Iran was selected....

This study proposed a model to assess visitor experience quality and its effect on their image, perceived value, delight, satisfaction, and behavioral intentions in Iranian water parks. Based on convenience sampling, a sample of 384 visitors at five water parks in Mashhad, Iran was selected....

Purpose: Today, consumers play an active role in creating, generating and distributing the electronic word of mouth (eWOM) independent of marketers. Customer acquisition through referrals and word of mouth (WOM) has thus become an important goal for firms. In addition, mobile social networks...