... is mediated by brand love. However, gender did not moderate the proposed relationships. Originality/value By integrating social exchange theory and attribution theory, this study deepens the understanding of CBE and brand love by examining the relationship between brand interactivity, consumer involvement...

... and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia. Originality/value Under the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from...