Brand love is a phenomenon that is experienced by a group of satisfied consumers. The
construct brand love is of great importance to academics and practitioners because a group …

Several studies explored the effect of Corporate Social Responsibility (CSR) on marketing.
However, bibliometric research that organizes this production is scarce. Thus, this study …

Several hospitality brands changed their logos to reinforce the importance of social
distancing in reducing the risk of virus infection. Since social distancing is a polarizing topic …

Purpose Through activism, brands participate in the sociopolitical controversies that shape
society today. Based on social identity theory, this study aims to examine the moderating …

Increasing acceptance of social media among users show that consumers are making deep
emotional connections with them. The purpose of this study is to apply the concept of brand …

Purpose This study aims to explore the antecedents and outcomes of brand community
engagement (BCE) in the context of social media-based brand communities (SMBCs) …

Drawing on the theory of consumption values, consumer-brand relationship paradigm and
“lovemark” notion, the reported research offers insights into the role of retail apps in …

Current research marks the first attempt to investigate the precursors and consequences of
brand love in the process of service co-creation in the hospitality sector by taking diners' …

The cigarette industry faces market competition, and the pressure that suppresses its
existence stems from ambiguous policies. The ambiguous policy is because the government …

Recently, business organizations have been including customers' switching barriers as part
of their strategic plans for retaining customers. For decades, customer switching barriers …