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Brand loyalty reveals about such important issues as brand personality and brand bond. This study mainly examines the influence of brand aura on brand loyalty management. The study aims to inform strategic aspects of brand aura. The authors conduct an analysis of prominent brands of sharia commercial brand saving product in Indonesia.

This study is an exploratory research, using sample of 277 respondents of Islamic bank customers in five major cities in Indonesia (Semarang, Yogyakarta, Surabaya, Bandung and Jakarta). The data were analyzed using structural equation modeling (SEM) technique with AMOS (analysis of moment structure) program to examine the influence of brand religiosity aura toward brand loyalty.

The finding reveals the importance of brand aura as valuable moderating dimension of brand personality and brand bond relationship. The study found brand religiosity aura as a valuable determinant in the marketing strategies for Indonesia Islamic banking. Brand religiosity aura contributed to the development of the concept of marketing management through its impact to the positive attitude of Islamic banking saving customers.

The authors describe conclusion with a consideration of the findings’ implications for conceptualizing future researchs and practicing brand managers.

This study originates in conceptualizing the brand religiosity aura to mediate the brand personality and brand emotional attachment in brand management and marketing management as well as to increase brand loyalty.

Building on Walter Benjamin's philosophical reflections on aura and authenticity, this article aims to conceptualise and theorise brand aura.

This article extends understanding of brand aura within the management, marketing and tourism literature with reference to Benjamin's framing of aura and authenticity in time and space.

Within a Benjaminian framework this article theorises brand aura and offers a conceptualisation of the antecedents of brand aura. It explores the duality of what is termed here as artefactual authenticity and existential authenticity. It illustrates the central role of consumers' mémoire involontaire in the realisation of brand aura. Within this Benjaminian framework, the article explores how artefactual authenticity is preceded by brand essence, while existential authenticity precedes brand essence. Implications for the management of the service encounter are discussed with reference to territorial legitimacy and historical testimony in the context of the firm's role in supporting consumer experiential engagement.

This article advances theoretical understanding of how consumers engage experientially with brand aura and how firms curate brand aura.

This case gives students the opportunity to explore the concept of organizational status as a competitive asset. CEO Noura Abdullah of Saudi furniture retailer Aura founded her company as a middle-market furniture and home goods store offering affordable yet design-savvy products. By many accounts, both tangible and intangible, Aura had been a success. By late 2014, Aura had drawn considerable attention from several high-status Saudi wedding planners and media outlets, including Harper's Bazaar Interiors, Elle Decor, and Martha Stewart Weddings. This attention yielded unusually strong conversion rates (the percentage of visitors to the store who made a purchase). Foot traffic, on the other hand, remained unexpectedly low, leading Abdullah to wonder whether the high-status affiliations had unintentionally signaled to mid-market consumers that they would not be able to afford Aura's products, keeping such customers away. Students will decide, along with Abdullah, how to handle this unique “problem” as Aura enters a growth phase to other Saudi and Middle Eastern markets.

This paper aims to consider the process of creating and maintaining brand auras through the assertion of authenticity and to address the gap in the literature.

A case study research strategy was adopted. The organisational processes considered justified the case study approach. Interviews with key actors were supported by other methods of gathering data and the triangulation of findings: documentary analysis and participant observation also provided valuable insights.

The paper evaluates the validity of Beverland's six attributes of authenticity to the brand considered in this research. The results show that three of the attributes are more significant in the case considered here: stylistic consistency, relationship to place and downplaying commercial motives.

Future research may wish to consider other mass‐market products and the relative importance of identified sources of authenticity. Consideration should be given to the degree to which consumers are willing to assimilate and act on messages related to authenticity and its antecedents.

The findings are conceptually developed with reference to Leigh et al.'s levels of authenticity and considered with reference to six sources of authenticity important in the creation of brand auras. This paper originally and innovatively considers authenticity by looking indepth at the way in which a company operating in a mass‐market context, rather than a luxury market setting, seeks to assert authenticity.

The purpose of this study is to explore the pros and cons of WhatsApp communication service and its likely effects on consumer behavior and one’s perception of luxury brands.

This study conducted 27 in-depth interviews with UK-based participants. This study used NVivo12 to thematically analyze the collected data.

The findings indicate that perceived communication convenience, searching for prepurchase information, intimate consumer–brand relationship, perceived self-worth and the thrill of a new service positively contribute to luxury customers’ acceptance of WhatsApp communication usage. Nevertheless, many factors including push promotional strategy, poor service quality, brand “massification” effect, deficient sensory experience, fear of financial risk and deceptive practices, all curbed the participants’ acceptance of this communication platform. When service is poor, all these factors jeopardized the luxury image, causing an impaired brand image, accompanied with negative word of mouth and in some instances, unexpected anticonsumption reactions.

This study carries the limitations of any exploratory and qualitative research. Therefore, future research should replicate this study in other areas and for other instant messaging platforms.

The implications of this study serve as a reference for luxury brands’ managers when managing their WhatsApp service. This study provides important insights into the risk of using WhatsApp by luxury brands to communicate with customers. The overall conclusion is that WhatsApp communication service requires a close, supervised and innovative use to benefit luxury brands.

To the best of the authors’ knowledge, the topic of WhatsApp usage as a communication mean in the luxury industry is still largely underexplored, hence filling a gap in the literature that needs to be addressed given its significant implications.

This study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations are growing in popularity among Chinese luxury consumers of the post-1990s generation. Luxury brands are exploring new branding strategies due to the growing commercial importance of Chinese luxury consumers.

An in-depth qualitative study informs this paper. Interviews with young adult luxury consumers self-identifying as Chinese reveal a growing interest for luxury brands that collaborate with odd partners in social media and online culture.

Unconventional collaborations between luxury brands and non-luxury partners catalyze shifting meanings of luxury through the following juxtapositions: ephemeral instead of timeless, trendy rather than inaccessible, and playful in contrast with traditional. First, young Chinese consumers construct luxury meanings through ephemerality, like digital possessions, social media fame and fleeting experiences. Second, luxury meanings emerge in trendiness among social media influencers and online culture rather than in the seemingly inaccessible taste regimes of the upper class. Third, younger consumers appreciate fun, rebellious and over-the-top aesthetics in luxury brands.

The study contributes to the nascent field of unconventional luxury by conceptualizing how unusual, odd and unexpected collaborations constitute new forms of luxury consumption. The shifting meanings of luxury consumption that this study conceptualizes raise new opportunities and challenges for luxury brands. One of such is the release of limited collections with non-luxury partners seemingly at the opposite spectrum of design, image and values. Moreover, the study adds nuance to the understanding of luxury consumption among young Chinese consumers.

The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival strategy implemented in recent years by the Pucci fashion company.

The analysis is carried out in four parts. Marketing literature dealing with “brand revival” is reviewed in the first part. The second and the third part deal with the main characteristics featured, respectively, by the original and restored Palio and Vivara collections. In the fourth part, by applying the key concepts provided to us by the marketing literature, we pinpoint the chief values which Pucci’s retro-marketing strategy has emphasized upon and those that instead have been partially, if not completely, neglected. The research is based on a mix of sources including records kept by historical archives, fashion press, economic and financial databases and exhibition catalogues.

The research shows that resorting to the past to revitalize a fashion brand can backfire if the retro-marketing strategy is not supported by an extensive knowledge of the firm’s history, and by a well documented analysis of the historical background in which the brand was originally introduced.

The paper provides an example of interdisciplinary approach to brand revival, a marketing strategy to which an increasing number of firms resort to meet the consumers’ call for nostalgic innovation.

Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods.

Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for.

Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome.

The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity.

An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity.

A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.

Digital technologies are changing the ways in which the meanings and identity of both consumers and brands are constructed. This research aims to extend knowledge of how consumer-made “selfie” images shared in social media might contribute to the destabilization of brands as assemblages.

Insights are drawn from a critical visual content analysis of three popular champagne brand accounts and consumer-made selfies featuring these brands in Instagram.

This study shows how brands and branded selves intersect through “heterotopian selfie practices”. Accentuated by the rise of attention economy and “consumer microcelebrity”, the authors argue that these proliferating selfie images can destabilize spatial, temporal, symbolic and material properties of brand assemblages.

The implications include a consideration of how selfie practices engender new challenges for brand design and brand management.

This study illustrates how a brand assemblage approach can guide investigations of brands at multiple scales of analysis. In particular, this paper extends knowledge of visual brand-related user-generated content in terms of how consumers express, visualize and share selfies and how the heterotopian quality of this sharing consequently shapes brand assemblages.

Nowadays, many weak brands have acquired strong international brands to accelerate their internationalization. However, “the weakers acquire the strongers” model of M&A leads to many consumers’ loss. The purpose of this paper is to explore the relationships between the brand strategy after the M&A, brand authenticity and consumer purchase intention through two experiments.

Building on an extensive literature review, the authors identify four hypotheses. Hypotheses were tested on data collected across 190 Chinese consumers.

The results show that the decline of consumer purchase intention was mainly caused by the falling consumer assesses on brand authenticity; the different post-merger brand strategies have significant difference on brand authenticity and consumer purchase intention, and self-brand connection played a moderate role between brand authenticity and consumer purchase intention.

The research reveals the reasons for consumer loss after mergers and acquisitions and provides empirical insights into how post-merger brand strategies can be manifested to convey brand authenticity as well as to build consumers’ purchase intention. In addition, the findings confirm the role of self-brand connection.