This research aims to investigate the impact of social media marketing activities (SMMa) on
brand loyalty directly and through mediating variables community engagement and …

Purpose This paper aims to investigate the mediating effect of brand love on purchase
intention and word-of-mouth through mystery, sensuality and intimacy as brand image …

This paper aims to investigate, for the first time, the mediating effect of brand love on word of
mouth through brand experience, by using a comparative study of the IKEA brand in …

Visual merchandising encourages customers to enter the store by making it appealing to
them and influencing their perception of it. It is the art of putting together effective display …

Purpose This paper aims to develop an integrative framework based on a convergence of
embodiment, ecological and phenomenological theoretical perspectives to explain the …

Luxury brand managers are paying attention to utilizing non-fungible tokens (NFTs) as
promotional tools, yet there has been limited study on the topic. To help address this gap …

Some brands hold a special place in the hearts and minds of the consumers. Those are
Lovemarks, which transcends brands. However, a scale to measure Brand Respect, which is …

Purpose This study aims to examine the relationship between brand innovativeness, brand
attitude and brand equity within the service industry. Despite the prior literature's …

Based on a retail fashion brand, this article investigates how brand experience affects brand
equity when it is mediated by brand love. Actual consumers are well-informed, demanding …

Consumers of eco-friendly clothing often face trade-offs between eco-friendliness and other
product attributes. Across two experiments, we investigate the moderating role of fashion …