As consumers spend more time on social media, brands can take advantage of this
opportunity to better serve and communicate with their followers. Still, given the …

The introduction of digital currency electronic payment (DCEP) by the Central Bank of China
is conducive to the central bank's timely grasp of macroeconomic dynamics and the …

This study focused on developing a new conceptual model of consumers' perceptions of—
and behaviours towards—masstige brands based on consumer‐brand relationship and …

Celebrity endorsers and social media influencers for leveraging consumer advocacy and
relationship intentions – a multivariate mediation analysis | Emerald Insight Books and journals …

Purpose This study aims to examine the impact of customer brand value dimensions on
relationship marketing dimensions through consumer hope in the context of digital payment …

Purpose Little is known about the external stimuli, which trigger a change in a consumer's
cognitive and affective state and lead to a consumer's willingness to pay a premium price …

The contemporary world becomes more and more volatile and unpredictable every year
(dynamic development of technology—Industry 4.0 and Industry 5.0, dynamic global …

The primary research objective was to test the masstige model, which is a mechanism to
explain the relationship between symbolic value associated with a brand and brand …

Prior studies focused on consumer satisfaction and loyalty have brought undeniable benefits
to luxury brand marketing but are not sufficient to ensure a long-lasting and profitable …

Masstige marketing has gained considerable attention in the recent past as a theoretically
significant and practically relevant concept. Masstige strategy encompasses all those …