... and the moderating role of brand familiarity. Design/methodology/approach Study 1 investigates the direct effect of value co-creation on brand advocacy. Study 2 tests the indirect effect of value co-creation on brand advocacy through brand-self distance and identifies the boundary conditions of this relationship...

... message engagement and more CSR message avoidance compared to perpetual CSR messages (Instagram posts). Additionally, these relationships are mediated by customer cognitive load. Moreover, brand familiarity negatively moderates the relationship between the ephemerality effect of CSR messages and CSR...

... by size and shape, and then color. Then, it showed that brand loyalty fully mediated the effect of brand familiarity on consumers' similarity perception, giving that no direct effect was found from brand familiarity to similarity perception but consumers' brand loyalty increased as they become more...

...Garima Chaklader Purpose The purpose of this paper is to study the interaction of timing cues (active deals vs upcoming deals) and brand familiarity on consumers’ purchase intention. Design/methodology/approach The research design of this paper is based on one experiment conducted...

...Vanessa Quintal; Ian Phau Purpose The purpose of this paper is to examine brand familiarity, extrinsic attributes, self‐confidence, perceived quality and six dimensions of perceived risk for their effects on purchase intentions between the prototypical and me‐too brands of MP3 players. Design...