... 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...

... 02 12 2018 07 03 2019 04 04 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Storytelling Brand management Emotional branding Fake news Narrative response Emotional appeals Second, although it is recommended for all...

... 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...

... Brand communication Attitude to advertisement Attitude to brand Emotional branding © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only 30 07 2016 29 12 2016 12 03 2017 13 03 2017 Emmanuel Mogaji is the corresponding author...