... of blockchain-enabled reviews and QR code traceability systems on brand love and consumer sustainable purchase behavior. Design/methodology/approach A quantitative method was conducted through an online survey with 613 respondents in Vietnam and was analyzed using a structural equation model on SmartPLS 4.0...

... respect (BR), brand love and the emergence of brand heroes in the context of generative AI (GenAI) applications, with user experience (UX) as a moderating factor. It aims to address the challenge of achieving distinct brand positioning and sustained consumer loyalty in the competitive GenAI market...

.... Design/methodology/approach A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method. Findings The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable...

..., and brand reputation have been identified as factors driving brand love and affective commitment, consumer citizenship behavior, repurchases intention, consumer forgiveness, and attitude toward the extension as outcomes of brand love. Practical implications – Consumers bond with brand helps...