...Shilpa Kokatnur; Hengky Latan; Rambabu Lavuri; Charbel Jose Chiappetta Jabbour Purpose This research investigates the effect of green initiatives on sustainable luxury brand purchasing intentions, employing sustainable involvement and attitude as mediators and brand experience as a moderator...

...Mihir Kumar Kushwah; Himanshu Shekhar Srivastava Purpose This study examines the impact of the brand's corporate social responsibility (CSR) on consumers' brand experience and, in turn, consumers' intention of word-of-mouth (WoM). The study also investigates customer satisfaction with service...

...Asif Ali Safeer; He Yuanqiong; Muhammad Abrar; Rizwan Shabbir; Hafiz Muhammad Wasif Rasheed Purpose This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM...

...Imran Khan; Mobin Fatma; Vikas Kumar; Sara Amoroso Purpose The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement. Design/methodology/approach Data were collected...

...Tiffany S. Legendre; Elizabeth A. Cartier; Rodney B. Warnick Purpose The purpose of this paper is to examine the effectiveness of brand experiences on visitors’ memory formation and their revisit intention to a special event. Design/methodology/approach This study collected survey data from...

...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...

...Naresh Malhotra; Satyabhusan Dash; Ravi Shekhar Kumar; Satyabhusan Dash; Prem Chandra Purwar Purpose The purpose of this paper is to examine the effect of brand experience on hospital brand equity; also to assess the effects of different brand equity dimensions on overall customer‐based hospital...