Storytelling can arouse consumers' emotions and affect purchasing behavior through
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …

Purpose As immersive technologies gain wider adoption, contemporary service researchers
are tasked with studying their service experiences in ways that preserve and attend to their …

The notion of self-branding has drawn myriad academic responses over the last decade.
First popularised in a provocative piece published in Fast Company, self-branding has been …

Brand researchers have been in their quest for understanding how consumers evaluate
brands and react to branding practices. The purpose of this study is to validate the …

Purpose The marketing literature uses five different experience terms that are supposed to
represent different streams of research. Many papers do not provide a definition, most of the …

Purpose This paper aims to determine one explanation for how the self-brand connection is
associated with brand loyalty through the brand experience. Brand experience should verify …

Purpose Organizations can benefit significantly from the growing capabilities of the internet.
As the Web facilitates purchasing and reduces the costs of marketing, companies can …

This present study proposes an integrated model of destination brand gestalt, and its effect
on brand attachment and brand loyalty. Specifically, it aims to investigate the aggregate …

Purpose This study aims to examine the moderated mediation model among self-image
congruity, self-brand connection, self-motivation and brand preference and validate that …

Purpose Despite decades of scientific and practical experience in the field of integrated
marketing communication (IMC), little is known about the role of IMC in the era of new …