Figure 1 Conceptual model Source: Authors’ own work Conceptual framework showing relationships among social media influencers' community, perceived interactivity, digital rituals, and customer engagement behaviour. The conceptual framework shows the social media influencers’ community conne... More about this image found in Conceptual model Source: Authors’ own work Conceptual framework showi...

Figure 1 Conceptual model Source: Authors’ own work A conceptual model links perceived craftsmanship and inconspicuous luxury motivation to hedonic and eudaimonic well-being, which influence brand loyalty. The conceptual model shows relationships among five constructs. Perceived craftsmansh... More about this image found in Conceptual model Source: Authors’ own work A conceptual model links p...

Figure 2 Moderating effect of inconspicuous luxury motivation Source: Authors’ own work Two line graphs show how perceived craftsmanship relates to hedonic and eudaimonic well-being under low and high inconspicuous luxury motivation. The left graph shows hedonic well-being on the vertical a... More about this image found in Moderating effect of inconspicuous luxury motivation Source: Authors’ ow...

Figure 1 Workflow chart Source: Authors’ own work A workflow diagram shows data collection text classification correlation analysis and predictive term analysis steps. The workflow diagram presents a sequential pipeline starting with Data Collection using Video Game Brands including Battlef... More about this image found in Workflow chart Source: Authors’ own work A workflow diagram shows dat...

Figure 2 Correlation heatmap, Battlefield Source: Authors’ own work A correlation heatmap shows relationships among brand metrics including positivity defence zest knowledge and appraisal. The correlation heatmap titled Correlation Heatmap of Brand Metrics displays a matrix of values ranging from 0 to 1 across variables including brand positivity, brand defence, virtual positive expression, brand zest, brand knowledge, and brand appraisal, where diagonal values are 1.00 and off diagonal values include 0.38 between brand positivity and brand defence, 0.62 between brand positivity and brand zest, 0.50 between virtual positive expression and brand zest, 0.46 between brand defence and brand appraisal, 0.31 between brand knowledge and brand appraisal, and lower values such as 0.01 between virtual positive expression and brand appraisal, indicating varying degrees of correlation among brand related metrics. More about this image found in Correlation heatmap, Battlefield Source: Authors’ own w...

Figure 3 Correlation heatmap, Call of Duty Source: Authors’ own work A correlation heatmap repeats relationships among brand metrics with identical values across all variables. The second correlation heatmap titled Correlation Heatmap of Brand Metrics presents the same matrix structure and values as the previous figure, showing variables brand positivity, brand defence, virtual positive expression, brand zest, brand knowledge, and brand appraisal with identical correlations including 1.00 on the diagonal, 0.62 between brand positivity and brand zest, 0.50 between virtual positive expression and brand zest, 0.46 between brand defence and brand appraisal, 0.31 between brand knowledge and brand appraisal, and minimal correlation of 0.01 between virtual positive expression and brand appraisal, confirming consistency in the displayed relationships. More about this image found in Correlation heatmap, Call of Duty Source: Authors’ own ...

Figure 4 Shapley Additive Explanations analysis for Battlefield (unigram) Source: Authors’ own work A set of bar charts shows terms predicting brand defence positivity appraisal zest virtual positive expression and knowledge. The multi-panel visualisation presents bar charts of terms predicting different brand metrics with Feature on the y-axis and Coefficient on the x-axis, including Terms predicting brand defence with positive coefficients for terms such as e a, dice, best, great, devs, game, better, b f s, frostbite, and community, and negative coefficients for firearm, published, mistake, tired, awful, ok, care, l o l, haha, and deleted, Terms predicting brand positivity with positive terms like love, amazing, best, great, blast, favourite, fun, awesome, masterpiece, and perfect, and negative terms including fuck, trash, wont, worse, doesnt, dont, awful, wasnt, deleted, and worst, Terms predicting brand appraisal with positive terms such as weapon, vehicle, felt, gun, b f s, map, class, mechanic, compared, and different, and negative terms like dumb, saw, dead, dogshit, deleted, l m a o, thanks, i d k, post, and l o l, Terms predicting brand zest with positive terms best, love, amazing, awesome, favourite, blast, great, masterpiece, fun, and incredible, and negative terms think, isnt, people, wasnt, wouldnt, didnt, deleted, worst, i d k, and dont, Terms predicting virtual positive expression with positive terms love, amazing, awesome, best, epic, blast, absolutely, wow, gorgeous, and hell, and negative terms war, problem, old, didnt, bad, pretty, deleted, people, better, and dont, and Terms predicting brand knowledge with positive terms sale, vehicle, class, weapon, destruction, e a, map, different, variety, and premium, and negative terms worst, dead, anymore, deleted, i d k, hell, hate, wasnt, shit, and dont, collectively illustrating how language features influence different brand perception dimensions. More about this image found in Shapley Additive Explanations analysis for Battlefield (...

Figure 5 Shapley Additive Explanations analysis for Call of Duty (unigram) Source: Authors’ own work A set of bar charts shows terms predicting brand defence positivity appraisal zest virtual positive expression and knowledge. The multi-panel presents six bar charts titled Terms predicting brand defence, Terms predicting brand positivity, Terms predicting brand appraisal, Terms predicting brand zest, Terms predicting virtual positive expression, and Terms predicting brand knowledge, where each chart plots Feature on the vertical axis and Coefficient on the horizontal axis, with green bars indicating positive contributions and red bars indicating negative contributions, showing terms such as best, love, amazing, map, weapon, and game contributing positively across different brand dimensions, while terms such as bad, dont, shit, i d k, and sbmm contribute negatively, illustrating how individual words influence multiple brand perception metrics. More about this image found in Shapley Additive Explanations analysis for Call of Duty (...

Figure 6 Shapley Additive Explanations analysis for Battlefield (bigram) Source: Authors’ own work A set of bar charts shows phrase level terms predicting brand dimensions for battlefield related content. The multi-panel visualisation displays six bar charts analysing phrase level features for battlefield related discussions, including Terms predicting brand defence, Terms predicting brand positivity, Terms predicting brand appraisal, Terms predicting brand zest, Terms predicting virtual positive expression, and Terms predicting brand knowledge, with Feature on the vertical axis and Coefficient on the horizontal axis, where positive coefficients include phrases such as b f best, love game, absolutely love, felt like, map b f, and world war, while negative coefficients include phrases such as dont want, didnt play, make sense, people want, and game is n t, demonstrating how multi word expressions affect different brand perception categories. More about this image found in Shapley Additive Explanations analysis for Battlefield (...

Figure 7 Shapley Additive Explanations analysis for Call of Duty (bigram) Source: Authors’ own work A set of bar charts shows call of duty related terms predicting brand perception dimensions. The multi-panel presents six bar charts focused on call of duty related terms, including Terms predicting brand defence, Terms predicting brand positivity, Terms predicting brand appraisal, Terms predicting brand zest, Terms predicting virtual positive expression, and Terms predicting brand knowledge, with Feature on the vertical axis and Coefficient on the horizontal axis, where positive terms include game mode, best c o d, love ghost, campaign amazing, halo halo, and advanced warfare, while negative terms include dont think, dont want, playing c o d, original modern, and world war, indicating how specific phrases associated with call of duty influence various brand perception metrics. More about this image found in Shapley Additive Explanations analysis for Call of Duty (...

Figure 1 Effect of heritage positioning on perceived brand continuity (Study 1a) Source(s): Authors’ own work A bar chart compares brand continuity scores for heritage and control groups, with control higher than heritage. The chart presents two vertical bars labelled heritage and control a... More about this image found in Effect of heritage positioning on perceived brand continuity (Study 1a) S...

Figure 2 Effects of brand type and brand luxuriousness on perceived brand continuity (Study 1b) Source(s): Authors’ own work A bar chart compares brand continuity across heritage and control groups for luxury and non-luxury categories, with control values higher in both categories. The char... More about this image found in Effects of brand type and brand luxuriousness on perceived brand continuity...

Figure 3 Example of an experience in Gucci world (Zepeto) Source(s): Authors’ own work A digital interface shows a virtual retail space with avatars, product selection screens, and a clothing customisation panel featuring brand items and purchase options. The multiple panels show a digital ... More about this image found in Example of an experience in Gucci world (Zepeto) Source(s): Authors’ own...

Figure 4 Effect of heritage cue salience on brand evaluation and purchase intention (Study 2) Source(s): Authors’ own work Two bar charts compare high heritage and low heritage groups, showing higher brand evaluation and purchase intention for the low heritage group. The left chart is label... More about this image found in Effect of heritage cue salience on brand evaluation and purchase intention ...

Figure 5 Effect of origin framing on brand evaluation and actual purchase (Study 3) Source(s): Authors’ own work Two bar charts compare continuous and discontinuous framing, showing higher brand evaluation and actual purchase values for continuous framing. The left chart is labelled brand e... More about this image found in Effect of origin framing on brand evaluation and actual purchase (Study 3) ...

Figure 1 Conceptual model Source: Author’s own work A conceptual model links multiculturalism and globalism beliefs, social categorization, and local food attitudes to host country food brand preference, with controls included. The model presents relationships among beliefs, attitudes, and ... More about this image found in Conceptual model Source: Author’s own work A conceptual model links m...