... scenario-based experiments (two offline and two online) were conducted to examine the effects of different forms of name reminders on consumer behavioral intentions. The mediating role of self-brand connection and the moderating role of typeface were tested. Findings The results indicate that name...

... brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection. Practical implications To achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep...

...Reza Fazli-Salehi; Ivonne M. Torres; Rozbeh Madadi; Miguel Ángel Zúñiga Purpose The purpose of this study is to examine the effect of country affinity, ethnocentrism and product quality judgment on self-brand connection regarding both domestic and foreign brands. Design/methodology/approach...

..., and to consumers’ self-brand connections. Design/methodology/approach – An experimental method and a partial least square approach were adopted. Hypotheses were tested on data collected across 665 Chinese consumers. Findings – Results demonstrate that TOO exerts a positive impact on perceived product...