This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on the attachment between consumers and the Samsung electronic technology brand. Data were collected by convenience sampling from 357 respondents through an internet survey, using SPSS 25 and AMOS 25 software along with...

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation...

This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on the attachment between consumers and the Samsung electronic technology brand. Data were collected by convenience sampling from 357 respondents through an internet survey, using SPSS 25 and AMOS 25 software along with...

The aim of the paper is to analyse similarities and differences between the brand engagement and the brand attachment constructs. Theimportance and role of these two concepts in an exchange context andparticularly in the brand loyalty process framework is first stressed in this article. Each of...

The aim of the paper is an analysis and comparison of the two constructs Brand Engagement and Brand Experience. Through a brief survey of the literature the paper shows that brand engagement involves and dwells the consumers, and not only the consumer, in the world of brands. On the other hand...