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 …

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create … marketing literature, the causalities of brand passion are rudimentarily analyzed in empirical research. The aim of this study … is investigating the antecedents (affective brand experience, brand prestige, brand identification and, brand trust) 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 …

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 …