and lead to negative evaluations. Accusations of hypocrisy can also result in negative behavioral outcomes, such as brand … consciousness. Therefore, this study aims to explore the serial mediating effect of brand image and brand evaluations of the effect … of the brand (mission) hypocrisy on both brand distance and nWOM, and the moderating role of nutrition consciousness on …

The main purpose of this study was to examine how complementary product fit and awareness influence brand attitude … brand awareness had a positive influence on brand attitude. Regarding the product fit effect, the product fit did not show … any significant effect on brand attitude. The results also indicated that WOM had a significant influence on product fit …

these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation …Purpose - The purpose of this study is to place the antecedents and consequences of brand hate in the context of … negative consumer-brand relationship in the telecommunication industry. It provides a response to the existing gap in the …

customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand … experience, as measured through sensory, emotional, behavioural, and intellectual brand experience, on customer satisfaction and … responses were collected. The participants were asked to evaluate their satisfaction and eWOM based on 6 items and their brand …