Purpose: The purpose of this paper is to identify the antecedents and consequences of romantic brand love in the luxury hotel context. Design/methodology/approach: Data were collected from guests who had stayed at a luxury hotel within the past year and analyzed using structural equation...

Purpose: This paper aims to propose and test a conceptual model of theme park experiences by investigating the relationships among brand experience, self-congruity, flow and brand-related outcomes. Design/methodology/approach: Data were collected from guests who had visited a theme park in the...

Purpose: The purpose of this paper is to investigate the role of overall satisfaction in the relationship between active participation and consumer behaviors that benefit hotels. It also addresses the importance of active members in estimating the effectiveness of online brand communities in...

This study employs two marketing theories: 1) the theory of image congruity and 2) the theory of brand loyalty. The purpose of this study is to examine the relationship between self-image and functional image toward brand coffeehouses. In addition, this study specifically identifies positive...

This paper investigates the adoption and use behaviors of SMS at the BOP. It asks three research questions: (1) Who are the users and the non-users of SMS among the BOP mobile owners? (2) What are the barriers to SMS adoption? and finally, (3) What are the factors driving SMS use at the...