...Laee Choi; MiRan Kim; Soyeon Kim Purpose This study explores the influence of employee empathy on brand love, which subsequently affects customer advocacy, willingness to pay more (WTPM) and tolerance of failure. Additionally, it investigates the mediating role of customer delight and gratitude...

...Aaron Ahuvia; Elif Izberk-Bilgin; Kyungwon Lee Purpose Building meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship between the consumer and the service brand – is created through...