Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

The purpose of this paper is to investigate relationships between congruity of consumer and
brand values, brand identification, brand commitment, and word of mouth. The results show …

Purpose This paper aims to examine relationships between consumer-brand identification
(CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers' active …

The aim of this study is to develop a model that integrates brand identity, brand-life
congruence, customer hotel brand identification (CHBI), and brand love into one model and …

Destination branding has emerged as a critical tool for achieving competitive advantage
through various conceptualizations, focusing on various aspects of branding. This research …

The article proposes a model that extends the Brand Relationship Quality literature by
bridging a gap concerning the mediating effect of this construct on Brand experience–Brand …

We present a comprehensive identity fusion theory which revises and expands the original
version. As did the original theory, the revision maintains that fusion—a synergistic union of …

Purpose This study aims to investigate Chinese young consumers' brand loyalty toward
sportswear products from a self-congruity perspective. With different performance observed …

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

Research suggests that customer-brand disidentification is a pertinent source for the
breakdown of consumer-brand relationships and a reason why consumers turn against …