Multigroup analysis (MGA) in partial least squares structural equation modeling (PLS-SEM)
has grown considerably in the past few years in many different research fields, particularly in …

While the customer experience (CX) concept has rapidly gained traction in recent years, its
effect on customer brand commitment and loyalty remains tenuous. Moreover, while …

A brand scandal impacts not just the brand, but also different stakeholders in the society.
However, there is not enough literature in the domain of brand scandals and consumers' …

This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …

Purpose The aim of this study is to examine how brand trust moderates the effect of brand
experience on brand loyalty mediated by brand love in the context of Korean smartphone …

Purpose This paper aims to test the effects of brand experience and brand love on brand
loyalty and willingness to pay a premium price in streaming television services …

In recent years, luxury fashion brands have experienced drastic growth. This study examines
how hedonic motivation, self-image congruence, brand experience, and brand attachment …

Purpose Given the acute competition between music-streaming platforms (MSPs), the
purpose of this study is to identify the relational motivators of brand loyalty towards the MSP …

Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …

Purpose Various digital banking platforms (website and apps) are offered to bank customers
in order to create an experiential service, which is essential in retaining customers and …