The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty … convenience sample of virtual shopping participants. The findings highlight the significant role of brand engagement in self …-concept in driving brand loyalty within the metaverse. Implications for managers include the importance of understanding consumer …

As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding … affects US retailers' customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of …