... Limited Licensed re-use rights only Metaverse Virtual products Brand heritage Perceived brand continuity Brand origin Consumer–brand relationships H2. The negative effect of positioning as a heritage brand in the metaverse on brand evaluation and purchasing behavior...

... works of this article (for both commercial 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. Brand activism Consumer behavior Consumer–brand relationships...

... strategy Competitive analysis Consumer–brand relationships Measurement scales Construct validity Word of mouth Brand purchase intent Factor analyses This paper contributes to the validation and refinement of a well-accepted measure of brand coolness, in multiple ways detailed below. Brand...

... traits Brand hate Brand forgiveness Consumer–brand relationships Coping strategy E-commerce website/apps Upasana Seth can be contacted at: sethupasana@gmail.com 08 03 2023 30 08 2023 24 02 2024 30 04 2024 01 05 2024 © Emerald Publishing Limited 2024...

... and conceptualization of brand pride help uniquely identify and describe the phenomenon. By developing a scale to measure the construct of brand pride, this study will enable research into the phenomenon, its causes and effects and its significance for consumer–brand relationships. While determining an appropriate...

... and have a relationship with a brand (Fournier, 1998 ; Hwang and Kandampully, 2012) similar to a personal relationship (Aaker, 1996 ; Fournier, 1998). These consumer-brand relationships can evolve into a long-lasting bond (Veloutsou and Moutinho, 2009). Khamitov et al. (2019) document...

... is the corresponding author and can be contacted at: oula.bayaa-rassou@yschools.fr 15 08 2019 25 03 2020 14 09 2020 06 11 2020 09 11 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand hate Consumer–brand relationships...

... adoption for four important areas of the branding literature are canvassed (i.e. brand positioning and corporate brand image, consumer–brand relationships, online brand communication and consumers’ trust in the brand). Also, a future-oriented discussion is provided that highlights some important avenues...

...Marc Fetscherin; Francisco Guzman; Cleopatra Veloutsou; Ricardo Roseira Cayolla Purpose This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships. Design...

...Teresa Fernandes; Mariana Moreira Purpose The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study...

... referrals. Design/methodology/approach – Drawing from prior research on consumer-brand relationships, a framework of brand relationships and brand evangelism is developed. To provide a more robust test of theory, consumers' extraversion, gender, and brand experience are included as control variables...