People form impressions about brands as they do about social groups. The Brands as
Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content …

The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

This study examines the relationship between instrumental timbre and brand personality
and its underlying mechanisms. Our findings demonstrate that the connotative meanings of …

Abstract The Blue Flag is a popular eco-label in tourism. This study aims at examining the
effectiveness of Blue Flag promotion on tourists' willingness to pay a price premium to …

Introduction Live streaming e-commerce is an important way for consumers to shop
nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of …

This research explores the creation of relational worth in an online social community through
the lens of social capital theory. Virtual structural embeddedness and relational …

Utilizing the uses and gratifications theory (U&G), this study hypothesized the impact of
various factors on the attitudes of individuals toward social media platforms and brands, as …

This study is the first to examine a serial mediation model that includes environmental
concern, self-green image congruence, green brand trust, and green purchase intention …

In the wake of the ongoing digital revolution, images have emerged as a platform for
conveying multifacet information about a product or service in the increasingly competitive …

Previous studies have examined the various constructs of creative tourism, but the way
travelers integrate the image of their self with a creative destination brand has not been …