... materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection. Originality/value By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment...

...Rico Piehler; Ayla Roessler; Christoph Burmann Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply...

...Mobin Fatma; Imran Khan; Zillur Rahman; Andrea Pérez Purpose This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services. Design/methodology/approach PCSR is a second-order construct reflecting three...

... organization research, this paper aims to study the consequences of two types of group heterogeneity (i.e. visible heterogeneity and value heterogeneity) on brand community commitment and brand commitment. The moderating role of tenure in a community is also examined. Design/methodology/approach A survey...

...Daniel Hoppe Purpose The purpose of this paper is to investigate the interrelationships between different foci of commitment, namely, department commitment (DC) and corporate brand commitment (CBC), and their relationship toward favorable employee behavior on the same level of aggregation...

... is to hypothesize that in comparison to men, women will report higher levels of brand commitment, hedonic consumption, and impulse buying. Design/methodology/approach In total, 257 students (153 males and 104 females; M age=29.9, SD=6.7) completed questionnaires. Findings As hypothesized, women had higher...