Purpose This study aims to develop and test a theoretical model postulating that hotel customer’s brand attachment is reinforced by positive negative switching barriers, which, in turn, determine customer citizenship behaviour (CCB) towards brands. Design/methodology/approach Surveys were conducted completed 233 respondents the USA who had favourite brands used these previous year. A framework ...

Abstract Despite the growing attention brand credibility attracts in recent marketing literature, little is known about of place brands and their relationship with consumers’ loyalty. The present study builds on signalling attachment theory to investigate whether credible affect formation, subsequent word mouth (WOM) intention return. Survey data from an Alpine winter sport destination reveal t...

This study examined the impact of social media marketing on online purchase intention, with brand attachment, trust, and equity acting as mediating factors. The problem addressed in this research is lack understanding regarding reasons for low adoption shopping Iran despite increasing popularity internet, originality lies exploring factors proposing testing a conceptual model that influence Ira...

This research examines how the typeface design in a charitable appeal affects consumers' evaluations of ad and, turn, their willingness to engage advertised activities. We propose that typeface's simulation handwritten note creates sense connectedness information sender (e.g., organization, brand), which subsequently increases Six experiments, including laboratory and field studies, provide sup...

This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and experience on purchase intention. The focus this research is to examine debate over findings previous researchers regarding influence hedonic motivation congruence in attachment theory-based models using as central variable. contribution investigate relationship between be...