...Faheem Gul Gilal; Naeem Gul Gilal; Luis F. Martinez; Rukhsana Gul Gilal Purpose This paper aims to explore whether brand corporate social responsibility (CSR) initiatives increase consumers’ happiness via a mediating mechanism of emotional brand attachment and to examine how brand CSR’s effect may...

... 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...