...Camilo Rojas-Contreras; Pierre Valette-Florence Purpose This paper aims to synthesise research on conversational agents in the context of brand relationships to map the current state of knowledge, propose an integrative framework and develop a future research agenda. Design/methodology/approach...

... and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Retailing Brand relationships Celebrity branding Brand resonance Celebrity worship tendencies...

...). Corresponding author Clemens Luis Ammann clemens.ammann@bfh.ch 27 11 2025 05 05 2026 27 05 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Responsible branding Crisis management Service failure Brand relationships Brand...

... 06 03 2026 06 03 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Anthropomorphism Guilt Perceived deservingness Brand choice Brand relationships Chongqing Social Science Planning 2025BS065 National Natural...

... “primarily focused on brand-related benefits” (Veloutsou and Liao, 2023 , p . 449). This dominant narrative implicitly assumes that the value generated by brand communities persists even when brands experience failure. Prior research has suggested that strong customer–brand relationships do...

...Rachel Esther Lim Purpose This study aims to examines how consumer advocates of the cause respond to value-aligned brand activism by drawing on identity fusion and consumer–brand relationship norms. Design/methodology/approach Four online experiments tested these dynamics. Study 1 assessed...

... and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties. Research limitations/implications This paper offers brand managers...

... of social and interpersonal communication heuristics to extract information from reviews and manage deception risk. Research limitations/implications The paper contributes to the consumer–brand relationship literature by assessing the heuristics consumers use in evaluating online reviews and provides...

...Melanie Moore Koskie; Ryan E. Freling; William B. Locander; Traci H. Freling Purpose This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude...

...Tessa Garcia-Collart Purpose In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses...

...Paul Schreuder; Marcel Zeelenberg; Tila M. Pronk Purpose Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most...

.../implications The study adds to the consumer–brand relationship and brand extension literature by proposing and empirically testing a comprehensive model that determines the role of brand nostalgia in the formation of self-brand connections with the brand, trust in the parent brand and, finally, the intention...

... that it is important to account for real (experienced) brand nostalgia when considering behavioral and emotional implications of nostalgia in consumer–brand relationships. Specifically, brand use as part of early romantic relationship milestones influences the creation of nostalgic brand meanings, which in turn...

... Brand attitudes Brand relationships Brand identification Consumer psychology Injustice Brand rivalries Resentment Rivalries Brand rivalries are increasingly common in the marketplace. There are recent rivalries, such as Netflix vs Amazon, Apple vs personal computer (PC) and Instagram vs...

..., weakens brand relationship quality (BRQ) dimensions. Findings The results show that censoring negative online reviews has a damaging effect on BRQ. Additionally, the findings indicate that a brand may not be able to increase BRQ when a negative review has been posted, however strategic measures can...

... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand trust Brand authenticity Cost transparency Brand relationships Brand transparency Production transparency Consumer attitude The idea of openness – generally cited in terms of “transparency...

...Kishalay Adhikari; Rajeev Kumar Panda Purpose This paper aims to develop a parsimonious and robust formative index for evaluating and measuring the brand relationship quality of automobile brands. Design/methodology/approach Survey questionnaires were used to collect empirical data from 395...

... © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Purchase intention Social exchange theory Apparel Pro-environmental Trust Knowledge Commitment Skepticism Perceived benefits Brand relationships Shared value Brand relation Brand...

.... 1587). Brand relationships Table AIII Survey items Time Construct # items Item description Adapted from Brand transgressions Performance Negative past experience 4 The performance of products of X is poor Lee et al. (2009) X’s products...

... considered from a negative perspective, brand personality can serve to bolster consumer perceptions of brands post-failure. Further, and separate from strong consumer-brand relationships, brand personality serves as an important signal for consumer expectations and plays a pivotal role in post-failure...