This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were...

Using a unique dataset on U.S. beer consumption, we investigate brand preferences of consumers across various social group and context related consumption scenarios (“scenarios”). As sufficient data are not available for each scenario, understanding these preferences requires us to share...

There has been a surge in political polarization and discrimination based on religious and political attitudes in the workplace. Using a nationally-representative sample of nearly 3,000 respondents, this paper presents new empirical evidence on the incidence of social hostilities in the...

In the present study, we define product branding as the willingness of the average consumer to rely on the ability of the brand to perform its stated function (Chaudhuri and Holbrook, 2001). Both Doney and Cannon (1997) and Moorman et al. (1992) also stress that the notion of branding is only...

Purpose - The objective of this study was to investigate the impact of service quality dimensions on brand reputation and brand trust in Iran's Saderat Bank. Design/methodology/approach: The present study is applied in terms of objective and results of study and correlational type of...

We propose that contextualizing consumer-brand relationships (CBR) by providing interpersonal relationship reminders will activate relational schemas, leading consumers to rate CBRs as less agentic and strong. Four studies demonstrate that relationship reminders lower ratings of brand...

Within the experience of deciding about a vacation, does overall image of a destination is reflected in a tourist's perceptions and feelings? Subsequently, this image as a reflective second-order construct, is expected to be related to perceptions of risk. The authors study how 310 respondents...

Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary drivers of loyalty to such brands are the intangible characteristics of brands that have a certain symbolic meaning for consumers. In that sense, brands are in the function of...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...