..., the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian...

... literature to hospitality research and offers a novel framework by incorporating customers’ co-creation experience, customer brand engagement, emotional brand attachment and customer satisfaction in an integrated research model. Design/methodology/approach Data were collected from 421 diners at Chinese...

... the NBVA brand experience might influence customer brand engagement (CBE). The ultimate aim is to develop an interpretative theoretical framework for developing voice-based branding through NBVAs. Design/methodology/approach A qualitative research approach with the analysis of a single in-depth case...

...Wimmala Pongpaew; Mark Speece; Leela Tiangsoongnern Purpose Business use of social media is increasing rapidly as marketers aim to increase customer brand engagement (CBE) in brand communities to enhance the brand experience. However, use of social media for marketing communications is not well...