This study examines the influence of consumer brand experience on their brand satisfaction,
brand trust and brand attachment in an African context. Five hypotheses are posited and in …

This paper combines insights from marketing and information systems research to arrive at
an integrative model of online brand experience. In this model emotional aspects of brand …

Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated;
keeping you in line with the changes in this dynamic and exciting field and helping you …

Purpose–The purpose of this paper is to identify the components of consumer‐based brand
equity from the perspective of experts in brand management in the UK, Germany and …

Purpose–The role of affective states in consumer behaviour is well established. However, no
study to date has examined online affective states empirically as a basis for constructing …

Trust is central to many marketing models; however, few studies have measured its
components over time. Many longitudinal studies have relied on retrospective recall. This …

Purpose–This study aims to investigate how price and other service brand attributes (such
as website attractiveness, efficiency, privacy, fulfilment) determine e‐brand …

The brand extension literature outlines a pivotal role of consumers' brand extension attitudes
in explaining change in parent brand equity. However, there remains little understanding of …

A literature review of existing assessment frameworks for B2C websites over more than ten
years reveals that they are all built bottom-up through an essentially empirical approach of …

Identifying the consumers who create content about products and brands is critical to a
successful social media strategy because in doing so, these consumers exert great …