...Liang Zhao; Zhi Chen; Yong Wang Purpose This research investigates the effects of disclosing AI usage on social media platforms on brand loyalty. Design/methodology/approach Three experiments using between-subjects designs (N = 700) test a moderated mediation model. Study 1...

...Zhengpei Wang; Xue Yang Purpose The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty. Design/methodology/approach...

... a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing, subsequently impacting experiential evaluations, willingness to purchase NFTs and brand loyalty. Design/methodology/approach We conducted two experiments to test our...

..., this research investigates consumer brand engagement's role in enhancing perceived quality and brand loyalty via value co-creation. Design/methodology/approach Using online survey data from 355 brand app users, a conceptual model is tested employing the partial least squares structural equation modeling...

... path modeling approach. Findings The study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty...

... the antecedents of community identification in a Facebook company-managed brand community, for inactive members, using the uses and gratification theory. Brand community identification is also expected to lead to higher levels of brand loyalty for these members. Design/methodology/approach This research...

... impacts of brand trust on attitudinal and behavioral intentions such as future purchases, brand loyalty, and brand extension acceptance (Berry, 1995 ; Chaudhuri and Holbrook, 2001 ; Delgado‐Ballester, 2004 ; Delgado‐Ballester et al., 2003 ; Lau and Lee, 1999 ; Wang, 2002). For example, using...

... or service, attracting new customers to existing products or services or building brand loyalty within the existing customer base (Bawa and Shoemaker, 2004 ; Kramer, 1998 ; Villas‐Boas, 2004). Indeed, the use of freebies is increasing; with for example, customer loyalty cards now being offered by ever more...