Consumption of luxury generates both psychological benefits and costs to consumers. The
current work scrutinizes social costs of luxury goods consumption, namely how luxury brand …

Based on social exchange theory and social identity theory, this article examined how
displays of luxury—manipulated through the presence of luxury brand on clothes—affects …

Researchers have shown a growing interest in the effects of consumer brand engagement—
a psychological construct that describes the type of relationship between the consumer and …

This conceptual analysis critically discusses how service marketing is workable for online
shopping platforms and how important service-related and influenced factors played their …

While the significance of self-esteem in various consumer behaviors has been well
recognized, there is still a noticeable research gap in understanding its specific …

Purpose This paper aims to use the cognitive appraisal theory to investigate the effects of
brand engagement and materialism on the positive emotions of joy and excitement evoked …

Purpose: This study investigates the influence of diverse Instagram activities (entertainment,
interaction, trendiness, advertisement and customization) on engagement levels and …

Tujuan dalam penelitian yaitu untuk menganalisis pengaruh dimensi brand experience,
customer engagement yang mempengaruhi brand loyalty konsumen produk fashion di …

Background: The tobacco industry has historically used brand engagement–communication
tactics companies use to increase customer attachment to a brand and brand loyalty–to …

This study focused on how advertising appeals affect the brand engagement of Generations
Y and Z in terms of pre-roll advertisements found on Facebook and YouTube. The objective …