... × 2 factorial design simulation, manipulating invasion severity and monetary reward to measure brand attitude and perceived invasion of privacy. It involves participants from the US and Germany (N = 595) interacting with a fictitious company via their mobile devices. The simulation of privacy...

..., Study 2 used a between-subjects experimental design. Findings The results reveal that particular touchpoints positively influence specific dimensions of customer experience, affecting brand attitude, purchase intention and experience sharing. Findings also indicate that product types moderate...

...Yao Li; Cheng Zhang; Mi Zhou Purpose This study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief. Design/methodology/approach This study employs two one-factor (brand strategy: open...

...@fuuast.edu.pk 14 10 2023 04 03 2024 04 06 2024 18 06 2024 19 06 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Social media influencers Branded content attributes Brand content engagement Brand attitude Spillover...