“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret
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DOI: 10.1016/j.jbusres.2017.04.008
Abstract: Extending the study of consumer-brand relationships in the post-purchase stages of consumer decision making and in situations involving unfavorable comparisons with foregone brands, this research investigates the role of consumer-brand identification on consumer responses to… read more here.
Keywords: purchase; consumer brand; consumer; brand ... See more keywords
Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions
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DOI: 10.1016/j.jbusres.2017.05.029
Abstract: The objective of this paper is to explore the necessary and sufficient conditions to obtain high consumer-brand identification (CBI) and high repurchase intentions (Rep). Different from most business research on CBI and Rep that is… read more here.
Keywords: consumer brand; high consumer; brand; high repurchase ... See more keywords
Revisiting the consumer brand engagement concept
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DOI: 10.1016/j.jbusres.2019.12.023
Abstract: Abstract Marketing researchers and practitioners almost unanimously agree that consumer engagement has major economic and social benefits. Many published works have attempted to conceptualize, develop, and validate measures of consumer engagement. One seminal study (… read more here.
Keywords: engagement concept; consumer brand; consumer; engagement ... See more keywords
Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement
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DOI: 10.1016/j.jbusres.2020.11.045
Abstract: Abstract Artificially Intelligent (AI) voice assistants (VAs) are continuing to grow in popularity amongst consumers. While in their infancy, several brands are now utilising VAs such as the Amazon Echo to deliver brand-related information and… read more here.
Keywords: consumer brand; brand; voice assistants; brand engagement ... See more keywords
Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity
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DOI: 10.1016/j.jretconser.2018.01.005
Abstract: Abstract The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the banking industry. The proposed… read more here.
Keywords: consumer brand; banking industry; consumer; brand ... See more keywords
Understanding the drivers of consumer–brand identification
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DOI: 10.1057/s41262-018-00149-z
Abstract: The purpose of this study is to develop a holistic understanding of the drivers of consumer–brand identification (CBI) from a consumer’s perspective, in other words, to explicate why and how consumers form identity-based connections with… read more here.
Keywords: consumer brand; study; brand identification; brand ... See more keywords
The Relationship Between Consumer-Brand Identification and Brand Extension
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DOI: 10.1080/15332667.2018.1534064
Abstract: Abstract The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands. In this way, the benefits of CBI… read more here.
Keywords: consumer brand; research; brand; brand extension ... See more keywords
The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: a mediation model
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DOI: 10.1080/16522354.2021.1887439
Abstract: Given that the current media condition provides numerous channels that create interaction between news media brands and consumers, the concept of consumer brand engagement (CBE), referred as being ... read more here.
Keywords: consumer brand; media brands; brand engagement; news media ... See more keywords
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations
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DOI: 10.1108/jrim-06-2023-0183
Abstract: PurposeConspicuously absent from the branding literature is research on the brand-to-brand (Br2Br) interface enabled by social media. The author proposes how networked brands-as-actors integrate their resources as Br2Br interactions that co-create consumer–brand value. As a… read more here.
Keywords: brand evaluations; consumer; brand; social media ... See more keywords
Digital doppelgänger: navigating consumer brand engagement in the metaverse
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DOI: 10.1108/jrim-07-2024-0344
Abstract: PurposeBrands are seizing their latitude in the metaverse – this study conceptualizes a digital doppelgänger as the sense of embodiment of the physical person and unpacks their effect on consumer brand engagement by examining the… read more here.
Keywords: digital doppelg; consumer brand; brand; doppelg nger ... See more keywords
Reducing Consumer–Brand Incongruity Through Corporate Social Responsibility and Brand Trust: Exploring Negative Word‐of‐Mouth (NWOM)
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DOI: 10.1111/ijcs.13099
Abstract: Drawing upon consumer–brand disidentification theory and balance theory, this study examines symbolic and ideological incongruity in consumer–brand relationships through an original conceptual model shaped by negative past experiences, brand trust, perceived corporate social responsibility (CSR),… read more here.
Keywords: consumer; brand; consumer brand; incongruity ... See more keywords