The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent...

Purpose: The present research attempts to empirically examine the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context. Design/methodology/approach: Primary data through...

Purpose This study identifies antecedents and consequences of destination brand engagement (DBE) that have redefined the tourists' behavior during the COVID-19 outbreak. Specifically, it assesses the impact of social media interaction and destination authenticity on DBE and DBE's effect on...