The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty … convenience sample of virtual shopping participants. The findings highlight the significant role of brand engagement in self …-concept in driving brand loyalty within the metaverse. Implications for managers include the importance of understanding consumer …

Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their … competitive landscape. These concepts are pivotal in understanding the complex dynamics of consumer-brand relationships, enabling … aims to authenticate and assess the consistency of the Brand Experience (BE) scale and Brand Love (BL) scale in relation to …