Extensive research has investigated branding practices, processes, and consumers'
reactions to brands in a globalized world. In this review, the authors aim to organize and …

This article provides an interdisciplinary review of consumer resistance, an overarching term
that includes various forms of anti‐consumerist behaviour. The review draws from …

Purpose This study aims to examine the relationship between emotional bonding (eg brand
love, brand commitment and brand trust) and consumers' awareness and consumers loyalty …

Despite the increasing use of social media sites to engage consumers, the consumer brand
engagement construct is still in its infancy. This study aims to contribute to existing social …

The technological improvement coupled with the growing use of smartphones has, among
other functions, facilitated purchase and payment transactions through the mobile phone …

Companies need to enhance corporate performance by stimulating the links between
stakeholder engagement, innovation, and co-creation. Previous literature lacks a systematic …

Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete
social media engagement behaviors. Findings indicate that consumer engagement …

Brand communication, brand image and brand trust as antecedents of brand loyalty in
Gauteng Province of South Africa | Emerald Insight Books and journals Case studies Expert …

Ideology plays a central role in consumer decisions, actions, and practices. While there have
been numerous studies of ideological formations in specific consumption contexts, an …

The concept of consumer–brand identification (CBI) is central to our understanding of how,
when, and why brands help consumers articulate their identities. This paper proposes and …