Purpose The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers' liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated...

Purpose: This paper analyzes the effect of company response style and complaint source on silent observers' reactions to a service failure episode vented on Twitter. Design/methodology/approach: In a 2 × 2 experimental design, company response style (personalized vs automatic) and complaint...

Purpose – The purpose of this study is to provide a better understanding of the virtual communities' phenomenon. Design/methodology/approach – This paper reports a case study. It explains one of the most successful online strategies developed by a global brand, Coca‐Cola, in Spain....

Purpose – This study aims to integrate price consciousness into the promotional effectiveness framework. Specifically, it aims to analyse whether price consciousness affects the evaluation of price discounts and premiums at two different benefit levels (moderate vs high)....

Purpose: The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the...

Purpose: The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection)....