...Chien-Wen Chen; Serhan Demirci Purpose This study adopts a comprehensive theoretical framework, integrating self-congruity theory, the Elaboration Likelihood Model (ELM) and consumer–brand relationship (CBR) to investigate how brand love mediates the relationships between self-congruity...

... for consumer trust in CBEC platforms based on the elaboration likelihood model and herd mentality theory. We empirically evaluated the framework by applying partial least squares structural equation modelling to data from 371 survey responses. Findings Via the central route, the trustworthiness of third...

...Christine Nya-Ling Tan; Muhammad Ashraf Fauzi; Siti Aminah Harun Purpose This study employs the norm activation model (NAM) and the elaboration likelihood model (ELM) to investigate the drivers of consumers’ buying intent (BUI) for eco-friendly products (EFP). The primary emphasis is on eco...

...Hong-Bo Jiang; Zou-Yang Fan; Jin-Long Wang; Shih-Hao Liu; Wen-Jing Lin Purpose This study adopts the elaboration likelihood model and configuration perspectives to explore the internal mechanisms underlying the influence of live streaming on consumer trust building and purchase intention...

... asked to view another five print advertisements on non-luxury brands. The qualitative thematic differences for each brand were analyzed using NVivo software, employing the theoretical assumptions of Petty and Cacioppo's (1981) elaboration likelihood model (ELM). Findings In experiments 1 and 2...

...Heetae Cho; Weisheng Chiu Purpose The study aims to explore how the perception of coronavirus disease 2019 (COVID-19) affects argument quality of advertisement, attitude and purchase intentions of the indoor fitness products based on the elaboration likelihood model (ELM). Moreover, the moderating...