... is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude. Design/methodology/approach Data was collected...

...Khaled Aboulnasr; Gina A. Tran Purpose The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation. Design/methodology/approach A quantitative study was conducted using survey data from...

... Licensed re-use rights only Storytelling Brand management Emotional branding Fake news Narrative response Emotional appeals In cases where a brand crisis resulting from public misinformation is not perceived as a significant threat, recommended brand responses are primarily functions...

... Licensed re-use rights only Brand communication Message framing Machine learning Emotional appeal Natural language processing Emotional branding Communication model Real news Fake news Artificial intelligence (AI) “When a headline asks a question, the answer should be no”. Although...

...Anna J. Vredeveld Purpose The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence. Design/methodology/approach Data were collected using survey...

...) , emotional appeals attempt to stir up either negative or positive emotions, leading to purchase motivation. UK Banks Brand communication Attitude to advertisement Attitude to brand Emotional branding Banks’ engagement in various activities has also put their customers at risk. Denning (2013...