Brand love has received increasing attention given its potential to enhance customer
engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies …

Customer interactions with an organization's website create opportunities for positive
experiences that can lead to long‐term relationship building. The range of potential …

The advertising and marketing literature have established that celebrity endorsements
constitute an effective way to enhance attitudes toward brands and increase purchase …

This study examined the influence of consumer's brand familiarity and the information quality
of social media content on their involvement with a brand on the brand's social media pages …

Please do not use any styles for Headings and body text for the entire document we have
arrangement our manuscript into new submission template of JAFEB, for precission we are …

Building a favorable sensory brand experience is crucial in services settings to strengthen
the competitive position of a brand and its equity. However, little empirical research exists in …

This paper develops a multi-disciplinary measure of the brand signature construct by means
of literature review and primary data analysis. This study explains that brand signature …

This paper examines the antecedents of branding co-creation that include social networking
sites'(SNSs) participation motivations, customer participation, brand trust and brand loyalty …

Purpose This paper aims to investigate how banking websites can activate customer
engagement (CE) to consequently enhance customer trust and retention …

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 …