This study relies on the social identity perspective to explore the relationships between the consumer-brand identification (CBI) construct and the customers' satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based...

The brand enhancement policies of fashion, luxury and design firms play their part in establishing the identity of global cities. This article analyses the brand enhancement policies with the best impact on the territory (store management and events management), adopted by successful global...

Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences. This paper aims to examine how digital brand experiences on social media influence...

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...