... confirmatory factor analysis model proposed by Warren et al. (2019). A multitrait–multimethod matrix analysis establishes convergent and discriminant validity. In addition, brand coolness adds unique predictive contributions explaining behavioral intentions and word of mouth over and above...

...Fathima Z. Saleem; Matthew A. Hawkins Purpose Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM). Design/methodology...

... attachment, brand trust, product incongruity, product familiarity, perceived risk, willingness to try, product evaluation and word-of-mouth intentions. Findings The results support the role of emotional brand attachment in the diffusion of RNPs. Specifically, results indicated that increased brand...

...Leonidas Hatzithomas; Panagiotis Gkorezis; Athina Y. Zotou; George Tsourvakas Purpose This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both...

... toward a retro brand? Retro marketing is distinct from conventional marketing and subdivides into three categories: retroization marketing, brand revitalization and retro branding (Hallegatte, 2014). Word of mouth Intentions Willingness to pay Nostalgia proneness Retro branding Retro...

...Heikki Karjaluoto; Juha Munnukka; Katrine Kiuru Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth...

... about hedonic products are attributed to non-product-related reasons such as personal taste and are therefore regarded as less helpful. Thus, we decided to focus on utilitarian products in this study. Experimental design eWOM Online buying behaviour Signalling theory Word of mouth Digital...