... 2025 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand polarisation Polarising brands Brand relationship Polarisation Brand love Brand hate Brand promise Iconic brands Polarising brands attract both lovers and haters...

... Brand passion Brand addiction Brand relationship Celebrity branding Compulsive buying Relationship marketing Loyalty Human brands, often embodied by celebrities, have become a key focus in branding research because of their capacity to shape consumer perceptions and behaviours (Fournier...

... on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth. Findings The results showed...

...Khai Trieu Tran; Anh Tran Tram Truong; Van-Anh T. Truong; Tuan Trong Luu Purpose This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands...

...Pielah Kim; Hua Chang; Rajiv Vaidyanathan; Leslie Stoel Purpose Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness...

... on the height-to-width ratio of the letters. In the future, researchers can pay more attention to the mobility of brand relationships, consumers’ reading strategy and logos’ visual elements that influence consumers’ brand perception (besides height-to-width ratio). Practical implications The research...

... strengthen attachment for achieved celebrity brands, but only if they are on-brand with consumer expectations. Originality/value This research is an introductory examination of the fundamental theoretical process by which celebrity brand relationships develop from brand persona narratives and how...

... interactions. In this way, managers can build sustainable consumer–brand relationships. Originality/value The nomological network of CBE is not well-known. This study integrates two central constructs (sensory brand experience and brand equity) with the concept of CBE and examines their effects on brand...