Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of
self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between …

Factors promoting customer citizenship behaviour are of great interest to both practitioners
and academics because customer citizenship behaviour is a notable driver of business …

Purpose The purpose of this paper is to develop a conceptual model for smartphone brand
switching behavior, based on the consumption value theory (functional value, emotional …

Purpose This paper aims to focus on the phenomena of negative brand relationships and
emotions to evidence how such relationships transpose into the willingness to participate in …

Purpose Negativity towards a brand is typically conceived as a significant problem for brand
managers. This paper aims to show that negativity towards a brand can represent an …

The phrase the “customer is always right” assumes that customers provide universal benefits
for firms. However, in recent years, customer deviance is on the rise and the academic …

Purpose This study aims to present a comprehensive review of the literature on the dark side
of online brand communities, identifying the dominant themes [determinants of the dark side …

Social media live streaming, in the form of live video and user stories, is widely used by
influencers, organisations and individuals to connect with their audiences. Its popularity is …

Brands' negative word of mouth (NWOM) generated by their unsatisfied consumers is
increasingly transmitted by fans of competing brands. Although extant research has …

Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …