... preference and purchase intention increase when consumers interact with brands in the metaverse. Originality/value The paper contributes to the consumer–brand relationship, brand touchpoints and metaverse literature by investigating consumer interactions in the metaverse and its consequences compared...

...Anwar Sadat Shimul; Anisur R. Faroque; Esnaina Quader Purpose The purpose of this paper is to conduct a comprehensive scoping review to examine how brand advocacy has evolved as a key construct in consumer–brand relationship research. Through systematic analysis of existing literature, this review...

... into consumers’ immediate emotional and coping responses. Design/methodology/approach This study builds on brand transgression research and extends it by integrating literature on consumer–brand relationships and online environment characteristics. Twenty-one semi-structured interviews with digital natives...

... strengthened the relationship between social media use and online brand advocacy. Originality/value By using an integrative approach, this study advances the understanding of the dynamics of consumer–brand relationships, revealing the serial mediating path that highlights the roles of celebrity worship...

... Consumer–brand relationship Green marketing Branding literature has evolved significantly over the past two decades. The shift from object (e.g. brands provide cues to influence product choices) to self-centered view (e.g. individuals use brands to express their desired self-identities) laid...

... engagement Brand attitude Red packet interaction Incentive Gamification Consumer-brand relationship Lifespan of communities WeChat The benefits of red packets for WCBGs are twofold. First, similar to other incentives provided in brand communities, red packets enhance consumer engagement (Yuan...

... to a more precise description of the brand hate construct and improves understanding of consumer-brand relationships. Chun Zhang is the corresponding author and can be contacted at: czhang4@udayton.edu 07 11 2018 05 04 2019 26 07 2019 03 12 2019 22 02 2020 22 02 2020...

... 2018 28 05 2019 25 09 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Scale development Consumer behaviour Brand love Consumer-Brand relationship Inter-cultural comparison Over the past decades, brand love has been...

.... Finally, as the economic status has improved in Iran in recent years, consumers’ overall attitude toward fashionable products has rapidly increased (Molahoseini and Tajaddini, 2015). Brand passion represents a type of consumer–brand relationship whereby consumers exhibit high levels...

...Sabrina Trudeau H.; Saeed Shobeiri Purpose This paper aims to explore and compare the roles of brand’s experiential and transformational benefits in formation of consumer-brand relationships. Focusing on cosmetics consumption, the study investigates how brand’s experiential benefits (brand...