...) and the moderating role of self-brand connections (SBCs). Design/methodology/approach An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling. Findings Identity-related (actual self-congruence) and bond...

... to which SMIs' ISD fosters consumers' self-brand connections via consumer-SMI parasocial relationships. Design/methodology/approach The scale was developed through item generation, purification, and validation. First, items were generated from existing scales and revised based on feedback provided...