Purpose: The purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two...

Sharing economy has become widespread globally as an innovative service business model. However, some of sharing economy's socially irresponsible practices have led critics to challenge their legitimacy. Drawing upon legitimacy theory, this research evaluates the legitimacy and corporate social...

Purpose: This study aims to explore customer personality-related antecedents of customer citizenship behaviors (CCBs) that benefit service providers. It also investigates two-step consequences of CCBs: customer satisfaction and intention to continue the relationship....

Purpose – This study aims to examine unique cultural influences in the context of buyer-supplier relationships in a Confucian culture. The paper identifies whether and how long-term orientation (LO), an inherent value of Confucianism, is an antecedent of important factors of channel...

Purpose – The aim of this paper is to investigate the role of consumer characteristics and information in explaining their shopping intention regarding intelligent sensor-based services. Design/methodology/approach – This study uses scenario-based experiments with the US consumers, in the...

Purpose This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated. Design/methodology/approach Two scenario-based...

Purpose – This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand relationships. Design/methodology/approach – The main data collection was done via a...

Purpose – This purpose of this article is to identify important factors that influence consumers’ responses to pro-social loyalty programs (pro-social LPs). These positive marketing programs reflect represent an emerging phenomenon in relationship marketing associated with companies’...