... type (formal vs. informal) impacts consumer’ brand engagement, while investigating underlying cognitive-affective mechanisms and testing critical boundary conditions. Design/methodology/approach An exploratory analysis identifies prevalent address terms used by 245 Chinese e-commerce brands. Three...

... of luxury brands translates into virtual settings and enhances brand engagement under varying contextual conditions. Design/methodology/approach Three experimental studies were conducted using custom-designed video games to test the effects of luxury versus non-luxury avatar marketing. Study 1 examines...

...Shu-Ning Zhang; Chih-Hsing Liu Purpose This study explores the relationship between perception of advantage, technology adoption propensity (TAP), technology readiness and brand engagement in the context of non-fungible token (NFT) adoption. Design/methodology/approach Through empirical...

...Ruohong Hao; Xiaobei Liang; Hu Meng Purpose As fertile soil for product promotion, online interest communities have gradually come into brands' view. However, existing research does not clarify whether brand engagement in consumer interaction is beneficial to the development of online interest...

... social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context. Design/methodology/approach This study conducted a post-pandemic survey in five major metropolitan cities in Pakistan...

... in brand attitude change according to the fashion film type. In addition, when consumer fantasy proneness is high, media and brand engagement for non-narrative fashion films increase sequentially, resulting in a greater change in brand attitude, whereas these psychological mechanisms do not work in groups...