This paper conducts an integrative review and provides a synthesisation of key themes in
the brand attachment literature. A total of 171 papers were selected and analysed using a …

Consumers develop powerful connections with brands and they feel a strong bond or
attachment to favourite brands that can lead to re‐purchase behaviour, reduced price …

Social media live streams (SMLSs) are becoming mainstream e-commerce platforms,
especially for direct selling, offering online retailers (e-tailers) immense consumer interaction …

Purpose Brands are investing heavily in content marketing within digital communication
channels, yet there is limited understanding of the effectiveness of this content on consumer …

Purpose This study aims to propose and test a research model outlining the chain effects of
social media marketing activities (SMMA) on brand equity, encompassing the potential …

As consumers become more conscious of the deteriorating state of the environment,
organizations too are beginning to demonstrate their sustainable commitments in …

Although substantial research has been conducted to understand the luxury brand
consumption at a global level, especially in the Western market, far less attention has been …

Purpose This study aims to examine the moderated mediation model among self-image
congruity, self-brand connection, self-motivation and brand preference and validate that …

Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …

Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand
experience and brand attachment | Emerald Insight Books and journals Case studies Expert …