...Víctor Calderón-Fajardo; Sebastian Molinillo; Rafael Anaya-Sánchez; Jano Jiménez-Barreto Purpose This study aims to consolidate the fragmented knowledge on brand experience within marketing literature, evaluating its historical development, current state and prospective future. It seeks to offer...

...Mauricio Santos; Walesska Schlesinger Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed...

...Mónica Gómez-Suárez; Mónica Veloso Purpose The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand. Design...