This study relies on the social identity perspective to explore the relationships between the consumer-brand identification (CBI) construct and the customers' satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that...

The study provides empirical support for the 3M Personality Theory which postulates that elemental traits (which are the most abstract traits of the individual's personality) can directly predict surface traits – the most concrete and tangible levels of personality. Further, the void in the...

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers' perception of relevance of a product with needs, goals and consumers' self-concept. Therefore, the study aims to reconsider the role of product involvement in the...

To enlarge current understanding of hospitality brand management, this study investigates the relationship among social identity and social exchange marketing constructs. Therefore, this study develops and empirically tests an integrative model that reflects a comprehensive view of the...

This study aims to investigate the relevance of brand trust and customer satisfaction to sports marketing practices. A sample population of 150 e-commerce and online advertising professionals will be analyzed using various methods, including regression analysis, descriptive statistics, and...