Purpose: This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences...

Purpose – This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries. Design/methodology/approach – Analysis of data...

Purpose – This paper aims to demonstrate the need to explore the image formation process to develop a more holistic definition of corporate image. Diminishing trust in managers has created increasingly negative perceptions toward corporations. Stakeholders are constantly evaluating and...

Purpose The purpose of this paper is to develop a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy, from the corporate communication perspective. The paper incorporates three kinds of uses of corporate...

Purpose – This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms such as OCs are growing. Companies are discovering their importance and increasingly include OCs in their...