Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...

This study aimed to examine the impact of fashion brand attachment on customer’s purchase intention and role social media usage engagement this relationship. The data were collected through surveys distributed randomly 404 users in Albania during April 2020. PLS-SEM was used analyze relationships between Fashion Brand Attachment (FBA), Social Media Usage (SMU), Engagement (SBE), Purchase Intent...

Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate effects of brand passion on consumer purchase intention, explore moderation effect product involvement (i.e.a low-involvement convenience vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers tes...

Brand jealousy is an increasing phenomenon in recent years works of literature and its effect on the relationship between consumer brand. This study intends to explore affiliation brand willingness pay more as well mediating roles attachment materialism. The theoretical framework analyzed through a quantitative approach with help questionnaire using Partial Least Square Structure Equation Model...

Literature review revealed the importance of the adoption of marketing Relationship for loyalty and retaining profitable customer (Customer Relationship Management). LPQ satisfaction will reinforce the loyalty and customer brand attachment. Customer will communicate the operator to others. The focus of this study is to examine the relationship between the LPPQ and the WOM recommendations throug...

This study examines the effect of green practices on brand equity, and it looks at impact attachment skepticism as mediating variables these relationships. We employed a dataset 454 consumers from international fast-food restaurants. Our empirical results indicate that enhance consumer-based equity. Green has significant negative attachment, positive mediates relationship between equity The fin...

To overcome the serious climate crisis, world must achieve carbon neutrality. Corporate participation is essential to neutrality, and ESG management required realize this. Additional efforts costs are involved for a company manage ESG. If company’s helpful sustainable growth, will be willing endure effort cost. Therefore, it necessary find out impact of corporate on brand. This study empiricall...