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The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship.

A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects.

A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty.

Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty.

The examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.

The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.

The study adopted the quantitative research approach which relied on the explanatory design due to the nature of the hypotheses tested. The convenience sampling technique was used to pull 377 customers of a branch of a commercial bank in Ghana. Furthermore, the PLS-SEM technique was deployed to assess the measurement model and test the research hypotheses.

Results show that the following dimensions of marketing communications are significant predictors of brand loyalty: direct marketing, public relations and sales promotion. The exception is advertising, which had an inverse relation with brand loyalty.

The results provide significant pointers to banks’ management that they should deploy a variety of marketing communication channels other than intensive advertising to reach and persuade customers.

The study illustrates the latest effort to extensively provide insights into how commercial banks could leverage marketing communication tools to sustain loyalty in an emerging economy that is intensively competitive.

The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.

The authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.

The findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.

Place attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

The aim of this study is to examine the role of relational benefits and brand experience measurements on willingness to pay more (WPM), effects of word of mouth (WOM) and repurchase intention (RI) in fast-food restaurants (FFR).

Employing an online questionnaire survey with a sample size of 503 respondents, the quantitative methodology included multiple regression and factor analysis to facilitate the analyses of data.

Relational benefits and their dimensions (confidence, special treatment and social benefits) found to positively impact WPM, WOM and RI. With reference to brand experiences, the current study found that behavioural and intellectual experiences have significant and positive effects on WPM, WOM and RI. Surprisingly, no positive significance was identified between sensory experiences and WPM, WOM and RI.

The findings show that relational benefits and brand experience dimensions play an essential role in improving brand loyalty.

The current study subscribes to the concept of relationship marketing theory, suggesting that loyalty to FFRs can be enhanced by offering customers relational benefits and augmenting their brand experiences.

Calls for empirical and theory-based outcome measures in the place marketing literature are made more pressing as policymakers manage post-COVID high street recovery. This study aims to evaluate how knowledge of repeat buying established in the consumer marketing domain might be adapted to benchmark place marketing effectiveness, applying the Law of Double Jeopardy to capture the predictable relationship between footfall and visit frequency on competing high streets.

The authors match footfall and survey data collected simultaneously on nine local high streets in one London borough to ask if a predictable Double Jeopardy relationship exists. The authors then test the theoretical assumptions of independence that underpin the Law in patterns of switching; the predictable distribution of regular, infrequent and new visitors; and the absence of user segmentation.

The authors observe that Double Jeopardy constrains behavioural outcomes, that a simple model fits high street footfall data well and that its theoretical assumptions are supported.

This paper makes several practical and theoretical contributions. The authors demonstrate a method to model expected repeat visit frequency from footfall density and elaborate footfall data into its frequency classes. The authors also locate the effects of loyalty over time within existing knowledge of spatial competition for high street patronage and demonstrate how place marketing insights can be derived from applications of this useful law.

Aligning corporate communications through different information sources is a great challenge for marketers, especially those operating in the tourism sector, which has been harshly affected by the recent COVID-19 pandemic. This paper provides a deep analysis of the implementation of seven basic principles of the integrated marketing communications (IMC) paradigm in a crisis situation.

In-depth interviews with tourism and hospitality service providers were conducted in the fourth quarter of 2021 in Croatia, a destination that showed remarkable results in terms of the number of international tourist arrivals during the pandemic.

Most firms successfully transitioned from tactical to strategic IMC implementation. Some problems were reported in the coordination of communication tools and channels. Whereas the use of digital technology was enhanced, database management did not receive sufficient attention. Message clarity represented the greatest challenge, while consumer-centric communication was the most neglected principle. Relationship building was pursued mainly through B2B rather than B2C communication, whereas brand equity development pursued through communication mix mostly focused on increases in awareness, perceived quality and attitudinal loyalty.

This research is qualitative in nature and provides opinions on IMC adoption from the managerial perspective only.

This paper provides guidelines for the successful integration of marketing communications (marcom) in an extremely ambiguous and uncertain environment.

The contribution of this work lies in the proposal of a new refined and expanded theoretical framework of IMC principles and numerous marcom strategies for operating during the COVID-19 pandemic, thus providing relevant implications for academia and industry.

This study aims to fill various gaps detected in the literature on mass prestige (hereafter referred to as masstige) theory. The originality of the work stems from the multidimensional application of Paul’s (2015) model, the introduction of brand addiction as a construct from the consumer-brand relationship (CBR) theory within the context of wines and the exploration of a new and less studied sector in masstige strategies.

A structured questionnaire was distributed to collect data from masstige wine brand buyers in Portugal, of whom 166 completed the questionnaire correctly. A conceptual model was developed and tested using partial least squares structural equation modelling.

The findings include that only two dimensions of Paul’s (2015) masstige scale affect brand addiction: brand knowledge and excitement and status. Brand addiction has a positive effect on brand loyalty and electronic word of mouth (eWOM), and brand loyalty has a positive impact on eWOM. Theoretical and managerial implications were explored.

This research added a CBR perspective to masstige theory and applied masstige theory to wine brands for the first time. These three distinctive aspects collectively contribute to the novelty and significance of the research, opening up exciting possibilities for future investigations and providing a valuable contribution to the academic community and the wine industry alike.

Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies.

Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European countries (Italy, France and the United Kingdom). Building on social influence theory and commitment-trust theory, this study conceptualises four distinct pathways unifying SMIs' efforts in the service failure recovery process.

The emergent model illustrates how source credibility and message content moderate service failure severity and speed of recovery. The insights gained from this study model contribute to research on the pivotal uniqueness of SMIs in service failure recovery processes and offer practical explanations of variations in the implementation of influencer marketing. This study examines a perspective of SMIs that considers the cycle of their influence on customers through service failure and recovery.

The study suggests that negative reactions towards service failure and recovery are reduced if customers have a relationship with influencers prior to the service failure and recovery compared with the reactions of customers who do not have a relationship with the influencer.

The food sector is currently undergoing a process of transition as a result of the increased level of consumers' awareness towards issues related to sustainability. This work aims at analyzing the existence of links between technological innovation and sustainability and its consequences on variables of paramount importance in the retail sector such as store image and loyalty towards the establishment. Moreover, we examine if the strength of these relations differs across store formats.

To achieve the objective of this work, a theoretical model based on the literature is proposed, contrasted through an empirical study carried out in a sample of 510 customers from three food retail formats: hypermarkets, supermarkets and discount stores.

The results indicate that technological innovation strengthens sustainability. In addition, sustainability is postulated as a dynamic element of the store's image and loyalty. The intensity of these relationships may vary depending on the commercial format.

The implementation of innovative and sustainable practices such as reducing energy consumption, the use of recycled materials to manufacture products, and the participation of retail companies in collective social actions is considered to be of primary importance.

The study sheds light on the knowledge of the relations between customers' perceptions of technological innovation and sustainability in retailing, confirming their influence on store image and customer loyalty. Moreover, the findings reveal the importance of sustainability and innovation for the main types of retail food store format, although with some peculiarities that allow to draw relevant managerial implications for practitioners.

This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude.

Data was collected from an online survey of a Qualtrics panel of 356 US consumers. A moderated mediation model is used to explain the effects of brand coolness on repurchase intention via emotional brand attachment and brand gratitude in the moderating presence of consumption context.

Brand coolness significantly increases repurchase intention. Furthermore, emotional brand attachment and brand gratitude are established as parallel mediators of the relationship between brand coolness and repurchase intention, with brand gratitude exhibiting a significantly stronger mediated effect. The impact of brand coolness on brand gratitude is moderated by social visibility, with publicly consumed cool brands stimulating greater brand gratitude than their privately consumed counterparts.

Brand gratitude is shown to influence repurchase intention independent of the impact exerted by consumers’ emotional brand attachment. Cognitive appraisal theory is used to distinguish brand gratitude from other mediators studied in consumer–brand relationships. Findings establish the moderating influence of the social visibility of the brand on the relationship between brand coolness and gratitude.