Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of...

Purpose The aim of this study is to investigate the influence of two types of corporate associations – corporate ability (CA) and corporate social responsibility (CSR) – on consumer brand loyalty in retail banks in India. Design/methodology/approach A survey on 489 banking consumers was...

Purpose – The idea of providing superior brand experiences in the growing internet environment has received much research attention in recent years. The purpose of this paper is to empirically examine corporate brand experience concept in an online context (i.e. online corporate brand...