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The influence of negative travel-related experience on tourist's brand loyalty

De Cosmo, Lucrezia Maria; Piper, Luigi; Mileti, Antonio; … - In: Italian journal of marketing : ITJM 2023 (2023) 3, pp. 351-368

Persistent link: https://www.econbiz.de/10014330964

An empirical examination of human brand authenticity as a driver of brand love

Osorio, Maria Lucila; Centeno, Edgar; Cambra-Fierro, Jesus - In: Journal of business research : JBR 165 (2023), pp. 1-8

Persistent link: https://www.econbiz.de/10014332150

Contribution of corporate social responsibility on SMEs' performance in an emerging market – the mediating roles of brand trust and brand loyalty

Le Thanh Tiep; Huan Quang Ngo; Aureliano-Silva, Leonardo - In: International journal of emerging markets 18 (2023) 8, pp. 1868-1891

Persistent link: https://www.econbiz.de/10014333942

Examining the effect of emotional branding in building brand equity of social marketing campaigns : a case on Swachh Bharat, India

Manohar, Sridhar; Kumar, Ramesh J.; Saha, Raiswa; … - In: Society and business review 18 (2023) 2, pp. 197-218

Persistent link: https://www.econbiz.de/10014334059

Ensuring brand loyalty for firms practising sustainable marketing : a roadmap

Khandai, Sujata; Mathew, Jones; Yadav, Renu; Kataria, Sonia - In: Society and business review 18 (2023) 2, pp. 219-243

Persistent link: https://www.econbiz.de/10014334061

Avoidance or trash talk : the differential impact of brand identification and brand disidentification on oppositional brand loyalty

Liao, Junyun; Guo, Rui; Chen, Jiawen; Du, Peng - In: The journal of product & brand management 32 (2023) 7, pp. 1005-1017

Persistent link: https://www.econbiz.de/10014334392

Brand authenticity building effect of brand experience and downstream effects

Murshed, Feisal; Dwivedi, Abhishek; Nayeem, Tahmid - In: The journal of product & brand management 32 (2023) 7, pp. 1032-1045

Persistent link: https://www.econbiz.de/10014334394

The aftermath of a brand transgression : the role of brand forgiveness and brand evangelism

Nobi, Benjamin; Kim, Kyung-Min; Lee, Sangwon - In: Journal of Asia Business Studies 16 (2023) 6, pp. 1030-1040

Persistent link: https://www.econbiz.de/10014335225

The elements of brand anthropomorphism : qualitative investigation into local brands amongst young adult consumers

Mayasari, Iin; Haryanto, Handrix Chris - In: ASEAN marketing journal : Association of Southeast … 14 (2022) 1, pp. 53-71

Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism and self-brand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This study collected the data from generation Y respondents...

Persistent link: https://www.econbiz.de/10014335628

Developing customer-based brand equity from both employee and customer perspectives

Liu, Chih-Hsing; Lin, Wen-Pei; Lu, Yu-Hung; Huang, Yi-Jhan - In: Journal of hospitality marketing & management 32 (2023) 3, pp. 285-316

Persistent link: https://www.econbiz.de/10014281014