...Ahmed Mohamed Hasanein; Ahmed Dheyauldeen Salahaldin; Hazem Ahmed Khairy; Ahmed Hassan Abdou Purpose This study examines how brand anthropomorphism drives customer engagement through the mediating roles of brand respect and emotional attachment, culminating in perceptions of brand heroism...

... influence on well-being perception, followed by service excellent, aesthetics and efficiency. In addition, well-being perception was found to have a positive effect on brand love and brand respect. Finally, the role of experiential value, well-being perception and lovemarks as the determinants factors...