...Asif Ali Safeer; Mehrab Nazir Purpose This study seeks to examine the effects of perceived brand localness and foreignness on brand love via perceived brand coolness by incorporating the moderating impacts of local and global consumer identities on brand love while controlling the confounding...

...Md. Hafez Purpose This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE. Design/methodology/approach Data were...

...Hayford Amegbe; Michael D. Dzandu; Charles Hanu Purpose The lovemarks theory (love and respect) is fairly new to the marketing literature and is now gaining much attention among marketing scholars. The study examined how brand love and brand respect moderate the relationship between corporate...