Brand love has ignited renewed attention of marketing scholars and practitioners. Nonetheless, scant research has been done to examine the interplay between different self related goals in impacting brand love. This research aims to examine the relative impact of self-related goals on brand love...

We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and behavioral cheating by virtue of reinforcing...

To enlarge current understanding of hospitality brand management, this study investigates the relationship among social identity and social exchange marketing constructs. Therefore, this study develops and empirically tests an integrative model that reflects a comprehensive view of the...

Objective – This study aims to show the effect of brand experience, satisfaction, and trust on consumer’s brand loyalty, specifically on global laptop brands. Consumers look for brands that provide them with unique and memorable experiences. From the customer viewpoint, brands are...