This study aims to identify the antecedents that affect the brand belonging of consumers.
Structural equation modelling method was used. The most critical variable that directly …

Purpose This study aims to propose a conceptual framework for transition of brand trust to
brand love in an uncertain market situation, from the perspective of cognitive-emotion theory …

As brand activism continues to move up the corporate agenda, a more comprehensive
understanding of its effects is needed. This paper contributes to the evolving research by …

Food waste has recently emerged as a threat that has negative economic, social, and
environmental consequences. Therefore, this study aims to reveal the effect of the intention …

In recent years, we have witnessed accelerated digital interactions among new technology
users as a means of communication, leading to addictive behaviours owing to the overuse of …

Purpose Providing high-quality service for airline companies cannot be overstated, as it
directly impacts their survival and competitiveness. Hence, there is an increasing need to …

Purpose This research aims to address ethnocentric consumers' willingness to boycott dual
origin brands, in the particular case of national brands linked to a very specific regional …

In the fast-developing ambiance of social media, brand anthropomorphism has emerged as
an important strategy for consolidating consumer-brand relationships and enhancing …

This paper aims to investigate the influence of customer–organization identification from a
customer–employee relationship perspective. Specifically, this paper examines the …

This article aims to examine the effect of brand anthropomorphism determinants on the
chance of increasing customers' loving behaviour for the hypermarket brand. For this …