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Utilizing the Stimulus-Organism-Response framework, this study examines how stimuli such as green sustainability efforts and brand image affect organisms namely brand experience and brand trust, leading to brand-related outcomes such as brand affinity, brand satisfaction and purchase intention in the soft drink industry in Singapore.

An online survey was administered to a total of 243 members of several Singapore-based Facebook groups. The data were analyzed using structural equation modeling.

The results show the positive effects of green sustainability efforts on brand image, brand experience and brand trust. Brand experience affects brand satisfaction, brand affinity and purchase intention, whereas brand trust affects brand satisfaction and purchase intention. Moreover, the mediating roles of brand experience and brand trust are verified.

To build strong consumer-brand relationships, managers can elevate brand experience and brand trust through the implementation of green sustainability efforts.

This study adds to the body of green sustainability literature by verifying the mediating effect of brand experience and brand trust in the relationship between green sustainability efforts and brand-related outcomes. The study clarifies the direct and indirect antecedents of brand affinity, brand satisfaction and purchase intention.

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

The purpose of this paper is to investigate the interrelationships among coffeehouse brand experiences, customer satisfaction and perceived value in generating patrons’ repeat purchase intention.

The survey sample consisted of 379 coffeehouse patrons who visited an international chain coffeehouse in a metropolitan city of South Korea.

The results of the structural equation modeling revealed that a coffeehouse brand experience exerted a significant influence on customer satisfaction and perceived value. The repurchase intention was found to be a significant and positive function of customer satisfaction and perceived value. Moreover, the result of the metric invariance test demonstrated a significant moderating impact on the relationships between coffeehouse brand experiences and customer satisfaction, coffeehouse brand experiences and perceived value, and customer satisfaction and repurchase intention.

An examination of the moderating role of switching costs demonstrated that the relationships between coffeehouse brand experiences and customer satisfaction, between coffeehouse brand experiences and perceived value and between customer satisfaction and repurchase intention differed across switching costs groups. More specifically, the relationship strength was greater for the high group of switching costs than for the low group.

The present study provides coffeehouse management with a better understanding of the underlying mechanism of patrons’ repurchase decision generation process.

The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience.

The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after exposure to advertisement for both types of brands.

Based on a 2 × 2 factorial design, the results confirm that the main effect of advertisement exists on sensory, emotional and intellectual brand experience. For product brand, brand experience evaluation was mediator between both intellectual brand experience and emotional brand experience with brand loyalty. The effect of interaction between branding strategy and advertisement was not significant. For an umbrella brand, brand experience evaluation acted as a mediator between emotional brand experience dimension and brand loyalty. For product brand, brand experience evaluation acted as a mediator between both intellectual brand experience and emotional brand experience dimension with brand loyalty.

The research has implications with regard to the antecedents and consequences of brand experience and offers implications for branding strategy.

The present study is integrated and comprehensive, as it covers various facets of brand experience.

This study aims to demonstrate the importance of the newly developed concept of social currency as an antecedent of brand experience in the context of cosmetics consumption. In other words, the authors suggest that social currency could act as a brand experience provider.

Data collection was made through a paper and pencil survey. The sample consisted mostly of undergraduate and graduate students recruited on a voluntary basis at a large northeastern university. Self-administered questionnaires were filled by 373 participants, who were instructed to think about their favourite brand when it comes to buying cosmetic products for themselves.

Results showed that social currency positively impacts all four dimensions of brand experience, i.e. sensory, affective, behavioural and intellectual experiences. The findings also suggest that conversation, advocacy and affiliation are the three significant dimensions of social currency when it comes to the consumption of cosmetics.

This study reveals, for the first time, how the concept of social currency could enhance a fundamental component of brand equity, i.e. brand experience. Another important contribution of this research is the establishment of higher levels of validity for the newly developed concept of social currency. This study would also contribute to the investigation of brand experience antecedents, which have been little addressed in the literature on the emerging paradigm of experiential marketing.

Sensory perception is an important factor to understand and effectively appeal to consumers. As consumers process information consciously and subconsciously, both perception levels (explicit and implicit) are essential to investigate. This paper aims to analyze the effects of explicit and implicit sensory perception on brand experience and brand-related performance indicators and then investigate the correlations between the senses and experience dimensions.

The authors conducted a field experiment in a coffee house. For data collection, the authors used a questionnaire for explicit measures and a response latency measurement for implicit measures. For data analysis, structural equation modeling and a correlation analysis were conducted.

The results reveal positive relationships between explicit and implicit sensory perception, brand experience and brand performance in the context of gastronomy. Furthermore, implicit perception acts through explicit perception, and brand experience plays a major role as a mediator between sensory perception and consumer responses. Moreover, visual and haptic perception reveal the highest weights in the structural model and the strongest correlations with the experience dimensions.

This paper contributes to consumer research by providing empirical evidence for the importance of both the explicit and implicit sensory perception to effectively appeal to consumers. The results give valuable insights on the effectiveness of sensory marketing in generating memorable brand experiences and positive brand performance. Furthermore, the findings provide new knowledge on which senses (explicit and implicit) are related to different types of experiences.

The purpose of this paper is to contribute to research on the cognitive capacity theory. The paper aims to examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked by the advertising stimulus, on brand attitude for advertisements that require little effort to process; focusing on positively framed advertisements.

This paper suggests a model on the effects of positive and negative association on brand attitude and tests it using partial least square. Advertisements that are easy to process were selected in a pre‐test.

It is shown that if advertisements are easy to process, the effects of consumers' associations depend on their favourableness: positive associations have a positive effect and negative associations have a negative effect on brand attitude. These findings are an extension of knowledge on the effects of associations, because for informational advertisements previous research has demonstrated that associations generally have a negative effect on brand attitude.

Results of this study suggest that evoking positive memories and fantasies in the target group enhances the effectiveness of advertisements that require little effort to process.

Effects of associations on brand attitude have not been studied for advertisements that require little effort to process. Previous studies have not distinguished positive and negative associations; this study analyses their effects separately.

Based on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.

The study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.

The findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.

To achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.

In contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context.

The persuasion knowledge model was used to explore the impact of CA on brand evaluations. A factorial design experiment was conducted in a social media context (YouTube).

The results of the study show that triggering knowledge about CA changes the way consumers respond to unfamiliar brands that use such tactics. This implies that for unfamiliar brands, with future development of persuasion knowledge, CA in social media will not only be ineffective but also detrimental with damaging effects on the brand.

An important contribution of this study lies in the application of the persuasion knowledge model to social media context.

The results indicate that firms should desist from covert product and brand communications in social media contexts, and instead employ disclosed brand communications.

Given that the effects of CA have not been investigated in an online context, this study makes a unique contribution to brand communications research by providing valuable insights and better understanding of the effects of CA in social media, specifically YouTube.

This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role of social media customer brand engagement (CBE) in the airline context.

The research model was examined empirically by targeting 360 consumers who follow Royal Jordanian Airlines on Facebook pages. Structural equation modeling (SEM) was used to analyze the data collected.

Using the Stimulus–Organism–Response (S–O–R) theory and customer engagement model as the theoretical foundations, this study confirms that SMMEs are a strong predictor and play a vital role in developing and building social media customer engagement and brand loyalty. This study also found that the cognitive aspect of CBE is a key driver in enhancing brand loyalty. Furthermore, cognitive social media CBE positively mediated the relationship between SMMEs and brand loyalty. Contrary to expectations, emotional CBE had no mediating effect on the relationship between SMMEs and brand loyalty.

This study contributes to CBE literature by adding SMMEs as antecedents. In addition, the findings of this study add the mediation effect of the cognitive component of customer engagement, through which SMMEs influence brand loyalty.