This research develops a conceptualized model that illuminates the role of luxury
perceptions in explaining consumer engagement in social media WOM and luxury purchase …

With the prevalence of social media networks (SMNs) as platforms for community
engagement, substantial attention from academics and practitioners has been paid to …

This research aims to provide a picture of the elements influencing customers' intentions to
purchase luxury products online using social exchange theory (SET). Second, we …

Purpose The study aims to develop and test a relationship-building model for green brands.
It synthesizes findings on the consumer motives offered by green brands, with relationship …

Purpose The aim of this study is to examine the role of relational benefits and brand
experience measurements on willingness to pay more (WPM), effects of word of mouth …

Firms strive hard to make their brands imbibed in consumers' lives. Psychological brand
ownership is one of the best ways to make consumers psychologically own the brand to …

Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three
consumer-brand relationships (ie brand love, brand attachment and attitude toward the …

Purpose This paper investigates the factors affecting customer lifetime value from an
attitudinal and behavioural brand loyalty perspective in the Internet service industry …

Destination marketers promote emerging heritage sites using advertisements that feature
either one or more than one brand. However, it is unclear which type of advertisement is …

Purpose The growing competitive environment in which higher education institutes are
immersed has caused them to strengthen their competitive position of a brand and its equity …