Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness
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DOI: 10.1016/j.jbusres.2018.12.015
Abstract: Abstract This study investigates how materialism and cosmopolitanism affect emotional brand attachment, a key driver of consumer brand equity. Further, it sheds light onto the contingent role of ideal self-congruity and perceived brand globalness in… read more here.
Keywords: brand attachment; ideal self; attachment; brand ... See more keywords
When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment
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DOI: 10.1057/s41262-020-00190-x
Abstract: The first objective of this study is to test the mediating role of emotional brand attachment in the relationship between customers’ perception of corporate social responsibility (CSR) and two types of customer extra-role behavior: customer… read more here.
Keywords: csr perception; emotional brand; brand attachment; customer ... See more keywords