...Gurbir Singh; Archit Vinod Tapar; M S Balaji Purpose This study aims to examine the role of anthropomorphism in mitigating the effects of brand transgression from the perspectives of attachment theory and role theory. It also investigates the underlying mechanism of brand attachment orientations...

... of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 license. Video games Brand advocacy Brand attachment Brand communities Natural...

... of virtual influencers on the behavioral outcomes of Gen Z by including Novelty Seeking and Brand Attachment in the analysis. The research sample includes CIS and European consumers, which allows for a more comprehensive investigation. RQ1. How effective are virtual influencers on the consumer...

...-production and value-in-use) positively influences brand attachment and that the order of these two processes matters (co-production followed by value-in-use). Results also show that the positive impact of perceived social media agility on co-production and value-in-use deviates for customers high...

... is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude. Design/methodology/approach Data was collected...

... Study 1 includes two surveys which offer preliminary evidence that death anxiety can enhance consumers’ brand attachment. Study 2 reveals a causal effect wherein consumers experiencing death anxiety are more likely to attach to brands with a self-transcendence (vs self-enhancement) concept. Study 3...

...Hye-Jin Jeon Purpose This study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand attachment and purchase intention is moderated by the various types of prosocial expression-based brand...

...Svetlana V. Davis; Peter A. Dacin Purpose The purpose of this paper is to investigate consumer motivation to maintain brand attachment when faced with brand transgressions. This study investigated consumer motivation to maintain brand attachment when faced with brand transgressions. Design...

...Shubhomoy Banerjee; Ateeque Shaikh Purpose The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand...

... attachment. Design/methodology/approach An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM). Findings The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal...

... 10 02 2021 20 05 2021 08 10 2021 10 12 2021 28 12 2021 31 12 2021 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Structural equation modeling Brand attachment Brand meaning Brand relationships Relationship...

... by exploring alternative political ideologies for market segmentation and brand attachment analysis. Design/methodology/approach This research uses an online survey for data collection that generated 819 usable responses. Respondents answered questions about their political orientations and then rated...

... 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Brand consciousness Crisis management Brand attitude Cross-cultural research Brand attachment Product-harm crisis Feeling of betrayal SNII Other studies focused on cultural...

...Lova Rajaobelina; Sandrine Prom Tep; Manon Arcand; Line Ricard Purpose This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps). Design/methodology/approach An online...

...Jose Luis Saavedra Torres; Monika Rawal; Ramin Bagherzadeh Purpose This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand...

...Khaled Aboulnasr; Gina A. Tran Purpose The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation. Design/methodology/approach A quantitative study was conducted using survey data from...

... engagement on brand attachment and brand purchase intentions. Design/methodology/approach Data were collected from 275 brand community members who do not own the brand. Six different brand communities were shortlisted and offline events were targeted. For testing the hypothesised relationships...

...Anna J. Vredeveld Purpose The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence. Design/methodology/approach Data were collected using survey...

.... Consumer behaviour Brand attachment Brand identity Corporate branding Rebranding Attitude toward the brand Curiosity Deprivation curiosity Interest curiosity Logo change An executive summary for managers and executive readers can be found at the end of this issue. A brand represents one...

... in the literature that can better predict FBBE, namely, brand experience and emotional brand attachment. This study contributes to marketing scholarship and practice in two ways. First, the results evaluate the proposed CBBE–FBBE linkage and provide actionable insights for managers as well as advance brand...