...Ying Ying Li; Kevin Voss Purpose This research aims to examine how fear-based stimuli can forge emotional brand attachment, offering a novel emotional pathway for strengthening consumer-brand relationships. Design/methodology/approach Three laboratory experiments across product categories...

... into different BH consequences and boundary conditions allow brand managers to devise appropriate strategies to mitigate adverse reactions and foster positive consumer–brand relationships. Originality/value This study provides a thorough analysis of the current state of BH research in one place and draws...

...Mathilde Pulh; Rémi Mencarelli; Damien Chaney Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention...

... serve to differentiate brand addiction from other consumer–brand relationships and addiction constructs (e.g. compulsive buying, brand love and brand trust). We recruited participants as a purposive sample by an invitation message on Facebook, e-mail and public notice boards. Following Kitzinger’s...