... This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM). Findings The findings indicate that sensory and affective experiences have direct significant impacts on brand love, while...

... to purchase local brands in Thailand, while it did not have a very meaningful impact among Turks. Similarly, in Thailand, susceptibility affected global brand purchase intentions. However, a similar pattern was not seen among Turks. Originality/value The research is valuable in understanding that two...