..., consumer–brand relationships, consumer psychology and customer experience management. Q2. What are the main brand-based feeling states associated with the SBE internal process? Q3. What are the key outcomes of SBE recognising the role of SBE in the application of brand data...

... nature of the consumer–brand relationship in the virtual agora of OSN, which is hyperindividualistic in nature and is used to augment a sense of self. RQ1. What is the consumer–brand relationship like in BOSN? RQ2. How do consumers’ perceptions of stages and roles (i.e...

...Mona Mrad Purpose Although emerging literature has discussed different consumer–brand relationships and addictive behavior constructs, to date, it has not explored the brand addiction phenomenon. This study aims to undertake a conceptual inspection to better understand the nature of the brand...