... publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Positioning Brand experience Brands Negativity effect Importance weight Modeling consumer behavior Compared to other product attributes, brand has a more “enriched...

.... Need for belonging serves as a sociality moderator in strengthening the mediating effects of perceived anthropomorphism on brand attachment and brand experience, respectively. Parasocial interaction serves as an effectance moderator in augmenting the mediating effects of perceived anthropomorphism...

... of brand experience on the CEDs–loyalty link. This study shows that brand equity fosters and sustains the reciprocity generated when consumers perceive a high level of relationship equity, serving as a mediator between relationship equity and brand loyalty. Importantly, value equity is an important...

... Licensed re-use rights only Customer service Customer satisfaction Brand experience Online grocery shopping experience Advancements in technology are changing the way consumers buy and use products. Evolving habits and increased internet access are shifting consumers to online shopping...

...Caterina Presi; Natalia Maehle; Ingeborg Astrid Kleppe Purpose The purpose of this paper is to explore the brand selfie phenomenon on two different levels. On the level of consumer brand experiences, the focus is on how brand selfie practices add new features to brand experiences and consumer...

...Cherng G. Ding; Timmy H. Tseng Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology...