...Ramzan Sama; Ethan Vo; Viral Tolia; Le Dang Lang Purpose This study aims to examine how Instagram travel influencers’ expertise and destination brand content aesthetics influence destination brand love, which in turn drives brand sacredness, fidelity and positive word of mouth (+WOM), amid ongoing...

...Manoj Das; Kirti Goyal Purpose The purpose of this study is to investigate how natural content ( NC ) and regional product ( RP ) influence green consumption values and how it leads to brand trust ( BT ) through brand love ( BL ). This study also assesses whether anticipated pride ( AP ), a self...

...Khoi Minh Nguyen; Ngan Thanh Nguyen; Thao Thi Xuan Pham; Nhi Huynh Man Tran; Ngoc Chung Bao Cap; Vy Khanh Nguyen Purpose This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand...

... consumption and the mediating role of attitude between mass versus niche cool brand and brand love; and analyze whether results are stable when categorizing the luxury brands as niche versus mass cool brand. Design/methodology/approach Study 1 uses a panel sample to establish the mediating role of attitude...

... between brand relationship quality and consumer community identification with brand love. Positive word of mouth is taken as an outcome variable. Design/methodology/approach To test the proposed relationships, data were collected from 580 social media-based brand community followers and analysed...

...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...

...Rozbeh Madadi; Ivonne M. Torres; Reza Fazli-Salehi; Miguel Ángel Zúñiga Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally...

...Minh T.H. Le Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand...

... love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love. Originality/value This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes...

... Lovemarks, you embrace them with passion. Carroll and Ahuvia (2006) define brand love as “the degree of passionate emotional attachment that a satisfied consumer has for a particular trade name”. In contrast, Keh et al. (2007) define brand love as “the intimate, passionate...