This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and …

proposes a conceptual framework to explain how brand loyalty for such products is built upon certain relevant brand perceptions … established that brand perceptions of innovativeness, benefits, and identification are likely to be strong antecedents of brand … loyalty. Unlike previous literature, this study measures perceived benefits at the parent-brand level rather than at that of …

, including scarcity, uniqueness and self-expression, on social and economic values, brand trust and purchase intention. Our work …-expression and social value relationship. Additionally, social and economic values are confirmed to be significantly related to brand … trust and purchase intention, although not between brand trust and purchase intention. Finally, our study offers theoretical …

the authenticity of a human brand with which they are associated. And also the study to investigate the causal … relationship between attributions of human brand and consumer-brand relationships, brand attitudes, and purchase intention. An … information-treating process based on the authenticity of a human brand and message type. The results indicate the existence of a …

The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive … relationships between brand awareness, brand image, brand trust, and brand loyalty. Additionally, brand commitment significantly … moderated the influence of brand trust on brand loyalty. Therefore, it is important for the management of apparel brands to …

determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. This study applies the … engaged in Facebook brand pages. This research adopted mixed approach of research, which involves qualitative and quantitative … analyses. The data about Facebook brand page activities of 100 brands were collected using Fanpage Karma, a social media …