.../approach Three preregistered experimental studies were conducted. Study 1 (n = 139) investigated the main effect of NFT price drops on brand attitude. Study 2 (n = 192) examined the mediating role of consumers' tolerance and brand responsibility. Study 3 (n = 338) further examined the moderating role...

...Zhi Zhang; Yun Peng Fang; Yi Qi Chen; Matthew Tingchi Liu; Huimei Bu Purpose It is commonly recognized that the application of corporate social responsibility (CSR) can improve public perceptions of businesses. This paper aims to explore the influencing mechanism of CSR and brand attitude...

... product endorsement on Instagram on young female followers’ brand attitudes and purchase intentions. Design/methodology/approach Primary data were collected from 435 female micro-celebrity followers. The impact of micro-celebrity endorsement on follower’s attitude toward brands and purchase intention...

... relevant, valuable and credible social media posts affect sports consumers’ brand awareness, brand attitude and brand images as well as how these effects ultimately influence their purchase decisions. Design/methodology/approach A total of 458 respondents who use social media platforms to access sports...

... on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads. Design/methodology/approach The study considered the structural equation model using a self-reporting measure method...

... and the moderating role of brand attitudes towards other brands in the industry for the above-mentioned relationship. Design/methodology/approach A sample of 377 participants was utilised in three studies. The study analysed the data using SPSS 18.0 to test the research hypotheses. Findings The study...

...Tahmid Nayeem; Feisal Murshed; Abhishek Dwivedi Purpose The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility. Design/methodology...

...Devika Vashisht; Abhishek Chauhan Purpose The purpose of this paper is to examine the effect of interactivity and game-product congruence on the players’ feelings of presence and their brand attitude in the context of in-game advertising. Specifically, this research illustrates the conditions...

...Abdolreza Eshghi; Juhi Gahlot Sarkar; Abhigyan Sarkar Purpose The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type...

...Maria Pagla; Ross Brennan Purpose – The purpose of this paper is to examine factors affecting the development of brand attitudes and brand behavior among children aged seven to 12. Design/methodology/approach – The study involved a literature review investigating the theoretical models...