... role in shaping long-term brand loyalty and commitment (Khamitov et al., 2019). Fashion brand communication Emotional strategy Text mining Emotion-based analysis Brand positioning Funding: This work was supported by the National Research Foundation of Korea (NRF) grant...

... scenario-based experiments (N = 1,140) tested the hypothesis. Findings Informal address (vs. formal) increases consumer brand engagement. This effect is independently and sequentially mediated by psychological distance and perceived warmth. Brand positioning moderates the relationship...

... 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Inter-brand similarity Brand positioning Perceptual mapping Text mining Lift measure Nowadays consumers actively share their purchase experiences and brand-related opinions...

...Kuo-Ning Liu; Clark Hu Purpose The purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand experience on the relationship between brand positioning and non-financial brand performance...

... distinct constructs. However, this was not found for the other product category. Originality/value CAP, which has better potential to predict outcomes than NCAP, could have relevant implications in brand positioning assessment and importance-performance analyses. Customer perceived value Importance...