... 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...

... brand skill and defined as the extent to which consumers perceive their own performance as emanating from their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand connection and consumer-based brand equity, while a post hoc study showed...