... in brand community social events, both of which subsequently enhance brand evangelism through brand psychological ownership. Originality/value To the best of the authors’ knowledge, this study is the first to address brand evangelism through the lens of perceived brand ethicality by developing...

...Wenting Feng; Yuanping Xu; Lijia Wang Purpose Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify...

...Jitender Kumar; Jogendra Kumar Nayak Purpose Considering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand...