...Nasser Alqahtani Purpose The primary purpose of this study is to investigate the role of product design (PD) and consumer brand engagement (CBE) in boosting brand loyalty (BL). Through a dimension-level analysis using the Stimulus–Organism–Response framework and visual perception theory...

...Jusuf Zeqiri; Paul Sergius Koku; Costinel Dobre; Anca-Maria Milovan; Vjollca Visoka Hasani; Tetiana Paientko Purpose Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM...

... re-use rights only Brand loyalty PLS-SEM eWOM Customer satisfaction Elaboration likelihood model Consumer brand engagement What makes consumers engage with a brand? How can brands consistently interact with customers to become their first choice when the brand's category is evoked...