...Puneett Bhatnagr Purpose This study investigates the impact of emojis as symbolic and behavioural triggers on online brand experience (OBE) and purchase intentions (PIN) among Generation Z (Gen Z) e-commerce consumers. It examines how emojis impact identity formation, authenticity, cultural...

...Alfredo David Varea Calero; José M. Ramírez-Hurtado; Francisco Rejón-Guardia; Juan M. Berbel-Pineda Purpose This study aims to analyse the influence of football fans' involvement on sponsor brand equity and their purchase intention toward the sponsoring brand. To achieve this, we specified...

...Pablo Gutiérrez-Rodríguez; Pedro Cuesta-Valiño; Rafael Ravina-Ripoll; Blanca García-Henche Purpose The objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both...

... beliefs on purchase intention in TV shopping. Other beliefs, including perceived media richness, perceived price fairness, perceived convenience and perceived host interaction, were tested as the synergy factors in the proposed model. Design/methodology/approach A hierarchical moderator regression...

... remanufactured products. Therefore, the study of attitude and purchase intention (PI) of the consumers toward remanufactured products becomes inevitable for popularizing these products. The paper aims to discuss this issue. Design/methodology/approach This research proposes a conceptual model to examine...