PurposeThe purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas.Design/methodology/approachSix empirical studies were...

Purpose: This paper aims to investigate how consumers’ satisfaction and commitment towards hotel brands can be impacted by the consumers’ prevailing brand relationship norms. Design/methodology/approach: Data were collected through experimental design and analysed using MANCOVA, structural...

Purpose: The majority of past studies on the physical store environment have focused on the impacts of distinct store environmental cues like music, crowding and décor on consumers' responses. However, recent research posits that consumer is more likely to experience several cues in a...

Purpose: Extant research evidence demonstrates that customer satisfaction in a service encounter is influenced by other customer perception (OCP). However, scholarly research on the impact of OCP on brand love and the moderating influence of customers’ attachment styles in the context of...

Purpose: The purpose of this paper is to investigate how various retail store atmospheric cues can impact store brand loyalty (SBL) via eliciting store brand love. This paper posits that different store brand experiential cues can predict brand love only when the experience is processed based...

Purpose: The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect. Design/methodology/approach: Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded...

Purpose: The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs society-serving) in influencing consumer–brand relationships. Further, the authors explore the roles of brand initiated CSR...

Purpose: This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers....