... hate. However, while brand love strongly predicts increased loyalty, brand hate unexpectedly exhibits a negative association with purchase intentions. Brand authenticity moderates the identification–hate link, such that when identification is low, greater authenticity amplifies brand hate toward...

...Youngtae Choi; Michael W. Kroff; Junga Kim Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates...

...Eunyoung (Christine) Sung Purpose This paper aims to investigate factors affecting the relationship between consumers’ brand trust and purchase intentions after exposure to targeted mobile app ads during holiday periods, including the mediating roles of consumers’ ad attitudes, different discount...

.... We investigated which motivational incentives of game designs influence the purchase intentions of consumers. The theory of planned behavior (Ajzen, 1991) was expected to explain purchase intentions for non-gamified sports products, whereas the modified technology acceptance model (Herzig et al...

... image. This study also aims to examine brand redeployment strategy impacts on consumer purchase intentions. Design/methodology/approach Data are collected from an online questionnaire in Taiwan. A total of 325 usable questionnaires are returned. Data analysis is conducted using regress analysis...