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This study aims to confirm the causal relationship between emotional brand attachment, brand love, and brand commitment, and then explain how these variables affect active engagement. In addition, it is to confirm the effect of brand prestige, brand consciousness, and brand trust on emotional brand attachment and to identify the moderating role of self-congruity in the causal relationship between these variables.

In this study, a survey was conducted targeting 320 consumers who have recently purchased luxury products or brands. In addition, structural equation model analysis (SEM) was used to test the research hypotheses raised in this study.

The results found that brand prestige and brand consciousness affect on emotional brand attachment. Emotional brand attachment had a significant effect on brand love and brand commitment. And brand love affect brand commitment and active engagement. Emotional brand attachment affects active engagement. Brand love was mediated in the relationship between emotional brand attachment and active engagement. Self-congruity was moderated in the relationship between brand prestige and emotional brand attachment. However, self-congruity was not moderated in the relation to brand consciousness, brand trust and emotional brand attachment.

This study has significance in that it identified the antecedent factors that cause consumers' emotional brand attachment and confirmed that they have differential effects depending on the degree of consumer self-congruity. In addition, this study is meaningful in that it confirmed the concept of the causal difference between attachment and brand love as consumers' emotional responses to luxury brands. However, the scope of this study was limited to offline stores excluding online purchases as a place of purchase for luxury brands. In a situation where the purchase of luxury brands is gradually increasing in various online environments, limiting the scope of the study to offline stores may have problems in generalizing the study. Therefore, in future research, we would like to propose a study on the relationship and influence between these variables by integrating all purchasing environments, such as offline and online.

The management implications of the results of this study are as follows. First, brand marketers and managers must suggest strategies to increase emotional attachment to customers who are satisfied with the brand and have a favorable brand attitude. After segmenting target customers and identifying their tendencies, behavioral characteristics, and preferred brands, emotional attachment can be strengthened by providing information about the brand to each segment and strengthening the brand image. Strategies like these can help target customers strengthen their emotional connection to a luxury brand, build positive attitudes toward the brand, and prevent them from switching to competing brands. Second, a strategy is needed to ensure that target customers have a strong emotional response to the company's luxury brand and become immersed in the brand. Target customers who have an affinity for the brand can strengthen their level of brand attachment and become immersed in the brand by allowing them to directly participate in brand activities through various advertising campaigns, events, and content. Third, you can strengthen your brand by developing a brand that fits the self-concept of your target customers. Brand marketers or managers can strengthen brand attachment by presenting a brand that fits the characteristics of each target customer and recognizing that the brand's status is relatively high compared to competing brands.

This study identified how consumers' brand engagement in a luxury brand environment is influenced by its components. In other words, the preceding factors for consumers' brand emotion were identified, and the influence of emotional brand attachment and brand love, which represent the consumer's emotional state that affects consumers' brand engagement, was investigated. The theoretical implications of the results of this study are as follows. First, Shahid et al. (2022) found that emotional attachment was expressed more strongly when emotional bonds were formed through relationship formation. Hwang and Kandampully (2012) found that emotional attachment and brand love are conceptually similar but differ in intensity. And Gómez-Suárez (2019) said that brand attachment is a prerequisite for brand love. As mentioned earlier, previous research has shown that emotional attachment and brand love differ depending on the consumer's emotional state. The results of this study showed that emotional brand attachment did not affect active participation, while brand love did. This means that active engagement is directly influenced by brand love rather than emotional attachment. Through these research results, it can be confirmed that even if consumers have similar brand emotional states, the impact on consumer behavior is different depending on the intensity of the emotional state. Therefore, in the consumer-brand relationship, the intensity of emotions arising from the interaction between the consumer and the brand is different, and only when brand emotions are at a high level, consumers engage in behavioral participation toward the brand. Second, Morris and Keltner (2000) found that consumers activate the integration of emotions in the decision-making process. Hwang and Kandampully (2012) found that love induces consumers to maintain a relationship with a brand, and that brand commitment increases when consumers feel intimacy and a strong emotional bond between themselves and the brand. Through these prior studies, it was confirmed that emotions play an important role in the consumer's decision-making process, and in particular, it was confirmed that maintaining close relationships with others induces emotional commitment to the object. In this study, brand loyalty was also found to have a positive effect on brand immersion and active participation. Therefore, consumers need to foster strong bonds with luxury brands to create brand love and strengthen their relationship with the brand, leading to brand commitment and active participation. Third, Ji et al. (2018) found that brand reputation has a positive effect on consumer attitudes and behaviors, including brand attachment, purchase intention, and brand loyalty. Casidy et al. (2015) found that consumers with high brand awareness are likely to have high brand preference and have favorable and positive brand attitudes due to their high brand knowledge. Previous research has shown that consumers' brand reputation and brand consciousness influence brand attachment.

This study dealt with a more comprehensive variable in the relationship between luxury brand factors as an antecedent variable of emotional brand attachment in luxury brand situations, and provided important evidence for the mediating effect of brand love, which was a limited emotional variable. In addition, additional implications for the moderating role of brand self-congruity on emotional brand attachment were suggested.

The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.

The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.

The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.

The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.

The extant literature documents the significance of nostalgia-evoking stimuli in promoting consumer behavior. Despite the prevalent use of nostalgia-evoking stimuli in restaurant service, research on nostalgia-evoking restaurants is significantly lacking. As a result, little is known about customers’ cognitive responses toward nostalgia-themed restaurant stimuli and their influences on customer loyalty behavior. Thus, grounded in an extended stimulus-organism-response model, this study aims to examine the role of nostalgia-evoking restaurant stimuli in explaining an integrated model focusing on nostalgia, in relation to local food consumption value, familiarity with nostalgia-triggering restaurants and loyalty and continued patronage.

The authors collected data from 544 Taiwanese customers at nostalgia-themed restaurants. Using PROCESS (Model 6), the direct and indirect effect of nostalgia-evoking restaurant stimuli on loyalty and continued patronage were examined.

The confirmatory factor analysis results showed that five domains of restaurant attributes (i.e., service staff, exterior and interior design, furniture and tableware, local food and atmosphere) are nostalgia-evoking stimuli. The authors also found that these nostalgia-evoking stimuli significantly affected customer loyalty indirectly, through customers’ consumption value and familiarity.

The results of this study help identify the importance of nostalgia-generating cues in nostalgia-themed restaurants and their roles in postpurchase behaviors. The outcomes contribute to an improved understanding of how to exploit nostalgic sentiments in nurturing diners’ consumption value, maintaining customer loyalty and generating greater profits.

To the best of the authors’ knowledge, this is one of the few studies examining restaurant attributes evoking nostalgia and explaining the mechanism by which nostalgia-evoking stimuli affect consumer behavior.

This study aims to explore the determinants of behavioral intentions during the previsit stage by investigating the influence of audience involvement with the audiovisual product and the mediating role played by place attachment.

Structural equation modeling was employed to verify the hypothesized relationships using the AMOS 24.0 program to assess the proposed model. A total of 564 young Chinese audiences who had watched the Thai television (TV) series “I Told Sunset About You” but had not previously visited Phuket, Thailand, were collected using the online survey as participants.

The findings indicate that audience involvement has a significant positive effect on place attachment and behavioral intentions during the previsit stage. Place attachment significantly influences behavioral intentions. Moreover, the result suggests that place attachment significantly mediates the relationship between audience involvement and behavioral intentions.

This study contributes to film tourism research by revealing the crucial role of audience involvement in enhancing place attachment and fostering behavioral intentions toward depicted destinations among potential tourists.

This study suggests that destination marketers should be aware of the soft power of films and TV series to promote destination and attract prospective tourists.

This study provides a distinctive perspective on the interrelationships between audience involvement, place attachment, and previsit behavioral intentions. Additionally, it sheds light on the underlying mechanisms influencing potential tourists' behaviors in the context of film tourism.

Early bio-psycho-social experiences can dramatically impact all aspects of development. Both autism and traumagenic histories can lead to trans-diagnostic behavioural features that can be confused with one another during diagnostic assessment, unless an in-depth differential diagnostic evaluation is conducted that considers the developmental aetiology and underpinning experiences and triggers to trans-diagnostic behaviours.

This paper will explore the ways in which biological, cognitive, emotional and social sequelae of early trauma and attachment challenges, can look very similar to a range of neurodevelopmental disorders, including autism. Relevant literature and theory will be considered and synthesised with clinical knowledge of trauma and autism.

Recommendations are made for how the overlap between features of autism and trauma can be considered during assessments alongside consideration for interventions to enable people to access the most appropriate support for their needs.

Many features of the behaviours of individuals who have experienced early childhood trauma and disrupted or maladaptive attachments, may look similar to the behaviours associated with autism and hence diagnostic assessments of autism need to carefully differentiate traumagenic causes, to either dual diagnose (if both are present) or exclude autism, if it is not present. This has for long been recognised in child and adolescent autism specialist services but is less well developed in adult autism specialist services.

It is observed that bank transactions are at the top of the list as consumers' online transactions increase day by day. We assume that creating an emotion-rich experience will be more effective in ensuring brand awareness, brand associations, perceived quality and brand loyalty, which affect the creation of consumer-based brand value. In this study, it is aimed to determine the relationship of the emotional brand experiences of internet banking users in the brands they use on creating consumer-based brand equity.

The data in the answers of 484 participants among the 504 people who filled out the questionnaire on social media with the snowball sampling method and were determined to have consistent answers and stating that they used internet banking, were analyzed by SPSS and Structural Equation Modeling (SEM).

The emotional experiences of internet banking users in Turkey with the internet brand they use have a relationship on all four dimensions (brand awareness, brand loyalty, brand associations and perceived quality) that make up consumer-based brand equity. In this study, the relationship was determined as brand awareness, brand loyalty, perceived quality and brand associations, respectively. The dimensions of the relationship of internet banking users emotional brand experience and consumer-based brand equity were supported.

The research was carried out with internet banking users in Turkey. The results of this research can be compared with studies to be conducted in different countries and with different product brands. In addition, the level of contribution can be increased by investigating the emotional brand experience by comparing positive and negative emotions.

As online connection allowing instant access to unrecognized places and being able to reach brands from long distances instantly makes the emotional experience that can create emotional attachment between the brand and the customer, and brand awareness, brand loyalty, brand association and perceived quality, which are the dimensions of consumer-based brand equity affected by emotional experience, much more important. This importance is increasing day by day as the positive emotional experience to be created in banking services is directly related to access to money. Banking transactions are generally considered as cognitive transactions, and decisions are made and implemented within a cognitive context. However, the findings of this research suggest that decisions should be made and implemented that will enable consumers to gain experiences that can affect their emotions as well as their cognition.

Considering the importance of strategies and tactics that prioritize the creation of consumer-based brand equity in marketing theory, the importance of adding emotional brand experience to these strategies and tactics is supported by the results of this research as originality value. Although the effect of brand experience on consumer-based brand value has been widely researched in the literature, the fact that the effect of brand experience, especially emotional brand experience, on consumer-based brand experience in internet banking transactions has not been sufficiently researched and that this effect has been investigated specifically for Turkey, unlike the literature, increases the original contribution of the research.

Holy cities in India are seeing tremendous gentrification. This study aims to investigate the effect of the changing lifestyle of people towards spirituality and the changing lifestyle's impact on consumer buying behavior on properties in Indian holy cities which has not been studied anecdotally.

The research is exploratory in nature. A questionnaire has been sent to collect primary data through SurveyMonkey. Simple random sampling was used to collect a sample of 450 respondents which was also verified using G* software. The data were analyzed using descriptive statistics and partial least square–structured equation modeling (PLS-SEM).

Findings obtained through the structural model using bootstrapping technique suggest that intrinsic and extrinsic factors are attracting tourists leading to an increase in the demand for real estate in holy cities.

The research findings may vary as per the cultural differences and belief in spirituality, which is subject to perceptual biases in different holy cities.

The traditional determinants of property buying behavior are considered inadequate to attract real estate investments. The inclusion of these behavioral aspects – intrinsic and extrinsic factors may improve the investment inflows in India.

Spirituality connects to the concept of behavioral real estate, where the decision to buy property is largely affected by the emotional attachment of people.

This research adds value to fill the gap by finding out the latent determinant – emotional reasons impacting transnational gentrification in India.

Live-streaming e-commerce is becoming a new way for many consumers to shop. During the live broadcast process, the interaction between anchors and customers plays a decisive role on consumers' purchasing decisions. This study aims to explore how two types of interaction between the anchor and the customers (i.e. task-oriented interaction and relationship-oriented interaction) affect customers' purchase decisions.

The study establishes a model based on online trust theory and multi-sensor interaction theory. To validate the model, we carried out five simulated live-streaming events and collected data through a scenario-based survey of the viewers participating in the live-streaming (N = 244). Structural equation modeling was employed to test the hypotheses.

Both task-oriented interaction and relationship-oriented interaction have a positive impact on users' purchase decisions through the mediation of virtual touch, emotional trust and cognitive trust. Sense of power has opposite moderating effects on the impacts of relationship-oriented interaction on emotional trust and cognitive trust.

This study enriches the theory of live-streaming e-commerce by demonstrating the decisive roles of two types of anchor–customer interaction, the mediation roles of virtual touch, cognitive trust, and emotional trust in customer purchase decisions, as well as the moderating effect of sense of power on customer decision-making processes. The findings provide practical insights for anchors and live-streaming platforms about how they should arrange live-streaming content to enhance consumer purchasing decisions.

The research aims to examine the influence of perceived value (PV) dimensions on brand loyalty of luxury car owners and to examine the mediating role of attitudinal loyalty (AL) between PV dimensions and behavioral loyalty (BL).

Primary data for the study were gathered from the luxury car owners in Kerala, India. The construct measurements have been adopted from previous research studies. Structural equation modeling with the partial least square (PLS) technique was used to analyze the measurements and conceptual model.

The findings show that out of four PV dimensions among luxury car owners, the hedonic value (HV) significantly influences their AL. Economic value influences BL, and social values have an impact on AL as well as BL, but the relationship of functional value with any is not supported by the results. AL is a strong predictor of BL, and it actively mediates the relationship of HV and symbolic value with BL.

The manufactures of luxury cars provide more importance to hedonic and symbolic elements while launching new models and consider the price perceptions of the targeted customers while making decisions related to brand attachment and brand loyalty.

This study contributes to the decision-making of the rapidly growing vehicle market by examining the perceptions and by providing the effects of perceived values among luxury car owners. Also, it extends the literature by developing a framework for PV dimensions on AL and BL and also incorporated the mediating role of AL.

Building on Stimulus Organism Response theory, the current study examines the influence of Integrated store service quality (ISSQ) on the omnichannel customer experience dimensions (Cognitive, Affective and Relational), subsequently leading to their psychological ownership of the store, which eventually explains their Augmenting, Co-developing, Influencing and Mobilizing behaviors. The moderating role of omnichannel shopper perceived relationship investment in a few proposed relationships was tested.

The research is a descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used. It was conducted using data collected from 554 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.

The results indicate that ISSQ positively impacts all three dimensions of omnichannel customer experience (cognitive, affective and relational). All three dimensions directly affect psychological ownership, eventually impacting their (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors. The moderating effect of the omnichannel shopper, perceived relationship investment, revealed that it had a significant positive impact on the relationship between dimensions of omnichannel customer experience and psychological ownership of shoppers towards the store, which eventually fosters the customer–retailer value co-creation like engagement behaviors.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate other dimensions (apart from cognitive and affective) of the omnichannel customer experience that might eventually influence various service firms' customer engagement behaviors. This study is the first to show that integrated store service quality might stimulate (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors through customer experience dimensions and the customer's sense of belongingness to the store. The moderating role of omnichannel shoppers' perceived relationship investment in a few proposed relationships was tested.