Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand
experience and brand attachment | Emerald Insight Books and journals Case studies Expert …

Purpose This study aims to add to the understanding of the interactive nature of brand love
by using a multilayer perspective that incorporates individual, group and societal contexts …

The original motivation for writing this text was the feeling that brand management textbooks
had rarely kept up with advances in academic brand research and practice. Those that …

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

Purpose The study aims to examine the indirect relationships via application (app) brand
self-relevance emotions and self-relevance that underlie the relationships between …

Interfaces, interactions, and time are commonly understood as foundational constructs in the
field of organizational frontlines, but their current definitions are fragmented and …

Although customer engagement has been deemed critical for optimizing social media
marketing performance, prior research has mainly examined customer engagement through …

Consumers' feelings of being excluded—which indicate a deficit in important social
resources such as connection, acceptance, and support—have increased over the last 50 …

The purpose of our conceptual introduction is to theorize how brands will continue to be
relevant in the future marketplace. We identify three themes that emerge in this special issue …

Introducción: El siglo XXI está caracterizado por el avance tecnológico que ha
experimentado la sociedad junto a los cambios sociales, económicos y medioambientales …