The aim of this study is to investigate the drivers of brand extension attributes and its impact
on intention to purchase brand extensions mediated by emotional consumer-brand …

This research investigates the relationship between corporate social responsibility (CSR)
and consumer green advocacy behaviour (CGAB) in the context of the hospitality industry in …

There is a limited amount of research to investigate emotional transition (ie love to hate)
among consumers. Moreover, can value-expressiveness motivate consumers to not to share …

This study extends previous research on corporate social responsibility (CSR) by including
the mediating role of corporate brand pride and self‐brand connection from a relationship …

Purpose Marketing and branding literature has provided important insights into the context,
environment and individual factors that shape customer brand experience. However, a …

Professional football is a big business in which understanding fans is a precondition for the
long-term commercial success of clubs. The focus of this paper is on the segmentation of …

Purpose This paper aims to conceptualize and define a construct of brand pride and
develop a measurement instrument for the construct. Design/methodology/approach A scale …

The oil and gas industry is classified as a high carbon footprint and high-risk sector from the
sustainable development perspective. Its operational activities risk potential threats to the …

The consumption process in today's branded world tends to be more complex. Consumption
involves meanings and politics, which are socio-culturally constructed. Moreover, Brand …

Purpose This paper delves into the transformative role of brand avatars within the digital
transformation landscape, focusing on their capacity to enhance brand experiences and …