... of three studies demonstrate that the five dimensions of brand ethnicity – domestic identity, political stance, national contribution, market performance and national culture – exert a significant and positive influence on Chinese consumers’ purchase intentions. Furthermore, brand attachment and brand...

...Rituparna Basu; Neena Sondhi Purpose The study investigates the exclusive effect of advertiser credibility (AC) on consumer’s attitude towards the brand’s genuinity and subsequent brand loyalty (BL). Additionally, the study examines the moderating role of brand attachment (BA) and usage...

...Yiran Deng; Xianliang Wang; Dandan Li Purpose The study aims to delve into the interactive relationships among brand authenticity, brand attachment, brand trust and brand loyalty using the ERC authenticity framework, exploring the potential mechanisms and different configurations affecting brand...

...). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM). Originality/value This study contributes to a deeper understanding of how Q-commerce's GI shape consumer...

... as impulsive and obsessive–compulsive buying, and the mediation effect of brand attachment. Design/methodology/approach Using purposive sampling, a self-administered questionnaire was completed by 600 young consumers in Malaysia. Partial least squares structural equation modeling was used to test...

..., brand attachment, brand trust, customer equity and CLV. Design/methodology/approach The proposed research model is analyzed using a survey of 708 South Korean and Chinese consumers. Findings The results indicate that utilitarian and hedonic values influence brand experience, and that brand...

... the approach of the empirical study. Based on the literature review, a theoretical model of the impact of nostalgic emotion (NE) on brand trust and brand attachment is constructed and corresponding research hypotheses are proposed. Then nostalgia-themed restaurants are selected to complete a questionnaire...

...Mitra Shabani Nashtaee; Kambiz Heidarzadeh Hanzaei; Yazdan Mansourian Purpose The purpose of this paper is to identify the best interactions between sales promotion and advertisement plans as the resources of the brand attachment and its consequences in durable and fast-moving consumer goods...