Purpose This study aims to consolidate the fragmented knowledge on brand experience
within marketing literature, evaluating its historical development, current state and …

A framework to improve retail customer experience: a qualitative study exploring the customer
journey | Emerald Insight Books and journals Case studies Expert Briefings Open Access …

This study aims to explain the linkage between perceived social media marketing activities
(SMMAs) and purchase intentions through the mediating effects of brand trust, brand …

Purpose This study aims to propose a conceptual framework for transition of brand trust to
brand love in an uncertain market situation, from the perspective of cognitive-emotion theory …

The setting in which people generate ideas and work collaboratively to solve problems is
gradually shifting from traditional face-to-face communities to virtual communities. Virtual …

Environmental sustainability is an increasingly important issue for many business and social
actors. This has led many scholars to research the effects of this phenomenon from various …

Purpose Loading the work on social capital theory, we have tried to check the influence of
social currency (SC) on social media usage (SMU) and its subsequent impact on the brand …

Neuromarketing is an interdisciplinary concept that has become a unique phenomenon
supplying valuable information about unconscious behaviour to increase the effectiveness …

Purpose Social media marketers are keen to understand how viewers perceive their brands
on a platform and how the learning experiences from content can impact their attitudes …

Understanding the metaverse experience (MEX) is paramount to allow companies to exploit
its potential and to align with consumers' expectations. Accordingly, this paper develops a …