... a conceptual theory-building approach and integrates literature on advertising engagement, consumer brand engagement, persuasion knowledge, psychological reactance, privacy, personalisation, intrusiveness and digital advertising avoidance. Findings The paper proposes that mobile advertising responses...

... elements differentially influence consumer brand engagement (CBE). Design/methodology/approach Two hundred ninety-six valid responses were analyzed using PLS-SEM statistical techniques to test our research hypotheses. Findings The findings reveal that color simplicity, tag adaptability and esthetic...

...Hao Huang; Hsiu-Li Chen Purpose Brand activism, defined as brands' participation in social issues, has emerged as an effective marketing tool for enhancing consumer brand engagement and purchase intention. However, its effectiveness for stigmatized brands remains unexamined. Specifically...

...Siyu Gao; Bilin Shao Purpose The purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement, especially in the context of the smartphone industry and Chinese social media marketing...

... understanding of consumer engagement in digital environments. Social media Consumer brand engagement Involvement Self-brand congruence Consumer satisfaction Brand trust Perceived value Technological advancements have transformed the consumer–brand relationship into a value co-creation process...

...Yi Hsuan Lee; Chiou-Fong Wei; Bruce C. Y. Lee; Ya-Yun Cheng; Yao Chen Purpose This study examines whether consumer brand engagement (CBE) can mitigate the negative effects of economic animosity (EA) on purchase intention (PI) and strengthen the positive effect of country-of-origin (COO) on PI...