...Amarjeet Singh; Meenal Munjal; Charu Shri Purpose This study aims to conduct a comprehensive scoping review examining the evolution of brand love in consumer-brand relationship research. By systematically analysing literature across four distinct time periods, it clarifies conceptual boundaries...

... 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...

... Bibliometric analysis Consumer behavior Brand communication Corporate branding Brand image Social responsibility 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...

... 2019 02 02 2020 23 03 2020 31 03 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand communities Community engagement Brand attitude Red packet interaction Incentive Gamification Consumer-brand relationship Lifespan...

... 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...

... Scale development Consumer behaviour Brand love Consumer-Brand relationship Inter-cultural comparison Over the past decades, brand love has been evolving as an important marketing concept. Fournier (1998) was one of the first authors to offer a theoretical context through which researchers...

... for a change in status. Brand passion represents a type of consumer–brand relationship whereby consumers exhibit high levels of enthusiasm and desire (Albert et al., 2013 ; Bauer et al., 2007), and is considered the core of the emotional connection between brands and consumers...

...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...