Purpose: The purpose of this paper is to analyze the impact of the customer engagement and customer self-brand connection on customer advocacy and firms’ financial performance. The research focuses on the financial sector and studies a complex organization with a uniform strategy, but which...

This paper explores users loyalty to airlines’ websites, by examining differences among users belonging to the Y, X and baby boomer generations. The results indicate that to obtain users loyalty to a company’s site, it is necessary to first, affective e-loyalty, through e-trust,...

This study identifies the antecedents of airline user loyalty. A survey is administered to users of three airlines operating Barcelona–London flights. The results show that the principal antecedent of conative loyalty is affective loyalty. The main antecedents of affective loyalty are...