Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the … relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand … affect. The data was collected from 426 automobile customers in Pakistan through multistage cluster sampling technique. PLS …

The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The … paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … brand loyalty, and all of them together lead to brand evangelism. Furthermore, the mediator roles of brand love and loyalty …

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help … link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from … 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand …

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is …

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the … concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent … factor means are estimated taking into account perceived quality, various brand associations, loyalty and overall brand …

This research aimed to examine and explain the effect of brand image, tourist experience, and destination quality on … brand love, Word of Mouth (WOM), recommendation, and revisit intention. The research samples included 284 domestic tourists … positive WOM. Brand image, experience, and destination quality are maintained to build high brand love for Bali. These also …

Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas … & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011 …-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context …

We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping … up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and … behavioral cheating by virtue of reinforcing expectations of exclusive behavior within the brand relationship …

We propose that contextualizing consumer-brand relationships (CBR) by providing interpersonal relationship reminders … relationship reminders lower ratings of brand performance, via serial mediation through changes in perceived brand agency and CBR …

loyal. Starting from the above, the aim of the author is to investigate the influence of brand personality dimensions on … of Serbia. The results of the research are essential for brand management because they represent guidelines for …