...Olga Nechaeva; Costanza Dasmi Purpose This study aims to investigate how AI storytelling influences the luxury brand experience for consumers, with particular attention to the role of culture in this process. Design/methodology/approach The study adopts an exploratory qualitative approach...

... from that country. This study examines the role of nation brand experience in enhancing a nation's global reputation. Design/methodology/approach The relationships between nation brand experience, nation brand love, nation brand loyalty and positive word of mouth (WOM) were examined by analysing...

...Mbaye Fall Diallo; Jose Ribamar Siqueira Jr Purpose Brand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store brands affects store brand purchase intention in two emerging...