... equation modeling to test the proposed hypotheses. Findings Brand anthropomorphism significantly influences self-brand congruence and attitude but does not influence emotional regulation. Self-brand congruence, attitude and emotional regulation influence eudaimonic well-being. The mediation of self...

... liability, decision heuristic and anticipated satisfaction, with brand attitude and purchase likelihood. Practical implications The results imply how global hotel brand managers could enhance the effect of global hotel branding on the consumer’s hotel choice. Originality/value The study adds...

... appeal, are attracting research attention. The purpose of this paper is to examine, first, the effect of product color as a non-functional design element on attitude toward the product and, second, the underlying causal relationships of this effect in the context of industrial products. Design...

... brand) between-subjects experimental design to examine the effect of time of product introduction (such that consumers are aware of imitation practices) on brand attitude, brand equity (measured via the dimensions of brand associations, brand image, brand credibility and brand leadership) and brand...