Brand Anthropomorphism (BA) is gaining prominence in both marketing research and
practice. Researchers have often used different perspectives for studying humanized …

Purpose–This paper aims to examine whether the strength of positive brand relationship can
either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate …

While prevailing marketing practice is to encourage ever-stronger relationships between
consumers and brands, such relationships are rare, and many consumers are relationship …

Destinations 'talk'about themselves via online media to build strong brand personalities.
However, previous research points to the influence of other associations linked to the …

The purpose of this study is to test the relationships among experiential quality, perceptual
evaluation, perceived ease of use, perceived usefulness, experiential involvement …

Purpose This paper aims to examine the effects of visual themes and view perspectives on
users' visual attention to brand posts on Instagram. The impact of visual attention on brand …

This study investigates the impact of brand personality appeal on both brand relationship
quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of …

Consumers increasingly expect corporate brands to be sustainable and uphold their ethical
values. To explore this topic, we draw on the impression formation literature from social …

Building a strong and consistent brand personality is crucial to position cities in the global
context and a key element to influence potential visitors' behavior. City brands' …

Purpose The purpose of this paper is to examine the structural relationship between brand
supportive intentions and their seven drivers. Design/methodology/approach A …