... ) affects the stereotyping of the brands in question and consumers’ psychological inclination to own them. The authors study a model of the relationships among ORE, brand stereotypes (i.e. brand warmth and brand competence) and psychological brand ownership ( PBO ). Design/methodology/approach...

... of mouth were tested as the outcomes of online brand community engagement. This paper also examines the moderation of psychological brand ownership. Design/methodology/approach A theoretically robust model based on relevant literature on online brand community engagement is tested using data from 428...

... heritage and nostalgia. Further, it explores CBE and PBO as the potential outcomes of PBA. Perceived brand authenticity Brand heritage Brand nostalgia Consumer brand engagement Psychological brand ownership Attribution theory explains how individuals interpret and attribute things...