...Jingyi Xiang; Chengbin Qin; Haiyang Han Purpose This study examined direct and indirect associations between AI-powered digital assistants and customer luxury brand online shopping experience (CLBOSE), as well as potential mediating effects of customer engagement, brand image, and customer...

... social media influencers’ (VSMIs) source credibility and self-congruity on brand image and trust associated with the VSMIs’ endorsement, subsequently influencing purchase intention toward the brand. Design/methodology/approach The present study utilized a between-subjects experimental design. Two...

...Tracie Tung; Franck Vigneron Purpose The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image). Design/methodology/approach...

...) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention. Findings Regarding corporate-level CSR, participants’ reciprocity perception...

... 2016 © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Self-concept Brand image Repurchase intention Brand personality Self-congruity Inconspicuous fashion Before sample selection, an in-depth interview was conducted...

... literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate...

...Jill Ross; Rod Harradine Purpose This study seeks to develop previous research into value branding by investigating potential misalignments between brand identity as intended by the brand owner, and the way in which the brand image is perceived by young consumers. Design/methodology/approach...

... differ across channel members. There appears to be a mismatch in the perceptions of wholesalers and retailers that might constitute a source of brand image inconsistencies. Although the final consumers' overall attitude toward the Hugo Boss brand is positive, consumers appear to be in favour of other...

... to examine the specific relationship between the Big Five traits and fashion brand preferences. Brand image Consumers Consumer behaviour Individual psychology The brand congruence concept underlying the postulation of the Big Five traits is an extension of self‐congruity theory within...

..., companies can pin‐point the characteristics customers look for in a product, which in turn can be used to enhance brand image. Further research on different age groups and cultures should be conducted to better understand cosmetic consumers. Originality/value This study contributes to the body...

... consumers' need for uniqueness and its relationship to brand perceptions. This study addresses perception of a foreign brand and purchase intention related to consumers' need for uniqueness. Consumer behaviour Clothing Brand image Perception Japan With accelerating globalization, rapidly...

... awareness among French consumers is not an easy task. © MCB UP Limited 1997 Internationalisation Marketing communications Brand image Journal of Fashion Marketing and Management Volume 1 Number 4 Marketing communications in the internationalisation of UK fashion brands Gaynor Lea-Greenwood...