Purpose: Drawing from attachment theory and categorization theory, the present study aims
to investigate the effects of brand attachment and brand passion on consumer purchase …

Drawing on the theory of engagement, the present study aims to examine the outcomes of
the co-creation experience in a realistic co-creation setting, a hotpot restaurant. To this end …

Internet technology has popularized the “like” as a type of social endorsements on social
media. Despite the high impact of brand passion on customer behavior and brand …

Purpose The intense competition among restaurant brands made it difficult to retain and
engage customers. Service innovation can play a vital role to serve this purpose, however …

Machine learning and data mining help companies to build a tool that can make and take
actions based on customer knowledge and information. Customer information is the base of …

Background The current study integrates brand management literature with food
consumption research and develops an integrative framework by combining food safety …

Amaç–Bu çalışmanın amacı, THY (Türk Hava Yolları) markasına duyulan tutkunun ve
sevginin tüketicilerin yüksek fiyatı ödeme isteği, olumlu ağızdan ağıza iletişim ve satın alma …

This paper will investigate the beauty influencers on social media platforms, their behaviours
and attributes, and most importantly their effect on consumers. Our hypothesis is that the …

Using two theoretical lenses: basic psychological needs theory and gender schema theory,
this study aims to investigate the effect of need-supportive (eg, autonomy, competence, and …

Low-and no-alcohol beer is one of the most trending categories within the alcohol space
and this popularity is translated into its significant growth. Although there has been mention …