Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned...

With growing number of organizations offering wide range of choices across the industry made today's market more competitive than ever before. Fueled with LPG (Liberalization, Privatization and Globalization), the entry of multinationals encouraged the domestic organizations to move from...

Objective: The objective of the article is to investigate the impact of social media content on engagement and customer equity. The moderating role of the customer relationship is also analyzed. The purpose of this research was to find out the types of content that can increase engagement and...

The changes in market dynamics, customer-to-customer interactions, and the use of artificial intelligence have created a great concern among marketers in understanding customer behaviours such as customer loyalty. Policymakers account for the provision of quality service in terms of subscription...

Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived...

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...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...

The latest technologies are shifting how businesses capture, analyse and distribute data from the individual users' online activity. Therefore, this contribution critically reviews the latest developments on big data analytics and programmatic advertising. Moreover, it sheds light on the use of...

This research evaluates the market of portfolio stamps in relation to the Mass Customization's (MC) Customer benefits. The basic perceived customer benefits using CPVT model (Merle et al. 2010) are identified. The observations are set to understand this business issue in relation to the...

With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may jeopardize what can be a long-term relationship for both...