Purpose – This paper aims to investigate how direct mail consumption contributes to brand relationship quality. Store … the value that consumers may derive from the consumption of direct mailings and the effects of such a value on brand … relationship quality. To address this limitation, this paper tests a causal model of the contribution of direct mail value to brand …

This study examines customer value, trust, psychological ownership, satisfaction, and brand love among customers of … psychological ownership. Additionally, psychological ownership influences satisfaction and brand love, while satisfaction affects … brand love. The study's value rests in introducing relatively new constructs, such as psychological ownership and brand love …

The psychographic variables like emotions associated with the brand image constitute the personality of a brand …. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … belief that individual difference in brand preference or choice behavior are caused by personality differences has not always …