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This study aims to examine the relationship between emotional bonding (e.g. brand love, brand commitment and brand trust) and consumers’ awareness and consumers loyalty to conventional and Islamic banking products in Indonesia.

The sample consists of 585 Muslim and bank consumers obtained through a survey study and using structural equation modeling to test the research hypotheses.

The empirical results indicate that brand love, commitment and trust have significant and positive effects on consumers’ awareness and loyalty. Furthermore, as the mediator variables, consumers’ awareness partially mediates the relationship between emotional bonding and consumers’ loyalty.

This study was validated by Indonesian Muslims; therefore, future study is needed to validate across the region and sector.

This study enlightened the bank managers from a marketing and psychological context. The bank managers need to enhance the control and promote their brand and products to improve their relationship and consumers.

This study provided the Muslim consumers' decision-making process by developing and testing a model of emotional bonding and consumers’ perspective toward bank products.

This paper aims to extend the relationship marketing concept to examine which relationship bonds (social, structural and financial bonds) have different effects on employee affective (want to stay), normative (ought to stay) and continuance commitment (have to stay). Preventing emotional exhaustion in frontline employees and helping them stay on the job is an important topic for emotional labor research. The research also investigates which types of commitment influence emotional exhaustion and turnover intentions significantly.

Data were collected through a self-reported questionnaire administered to 401 restaurant service industry frontline workers.

The findings support the hypothesis that whereas social and financial bonds influence affective commitment, structural and financial bonds influence continuance commitment. Furthermore, affective commitment is a crucial factor for preventing emotional exhaustion and turnover intentions, whereas continuance commitment positively affects emotional exhaustion.

This research offers academic and managerial insights into the various types of relationship bonds and controls these bonds for facilitating employee organizational commitment, which consequently affects emotional exhaustion and turnover intention.

The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship behavior (VCCB). This study identifies two broad categories of VCCB: citizenship behaviors directed toward benefitting other individuals (VCCBI) and citizenship behaviors directed toward benefitting the virtual community (VCCBC).

The authors apply partial least squares structural equation modeling to test the hypotheses, using a sample of 388 valid responses.

The results indicate that common bond attachment and common identity attachment have a significant effect on self-esteem, which, in turn, has a significant effect on VCCBI and VCCBC. The results also indicate that common bond attachment has a significant effect on VCCBI, and that common identity attachment has a significant effect on VCCBC.

This study contributes to a better understanding of VCCBs through common identity and common-bond theory, social identity theory and the stimulus-organism-response framework.

Fostering employee engagement in large organizations is a formidable problem that gets even more challenging in a sluggish economy, when the standard lever of monetary incentives are not a viable option for boosting employee engagement and motivation. As the organization gets larger, building emotional connectedness or bonding becomes challenging as teams expand to operate in different time zones. The overwhelming pace of work in the modern workplace can also hamper bonding. Yet emotional connectedness, when present, serves as a catalyst in driving superior performance and employee loyalty. The culture of many large organizations discourages innovation and out-of-the-box thinking because their institutional structures encourage risk aversion. Even though large organizations are best positioned to absorb the ups and downs of intelligent risk-taking, their talent processes enforce conformity, legitimize mediocrity and penalize failed attempts at innovative thinking. Performance appraisals tend to promote employees who take the path of least resistance. Managers, of course, help perpetuate this risk-averse cycle of mediocrity. Either they have been conditioned to think only in a linear fashion or organizational systems perpetuate managerial insecurity at all levels. This insecurity manifests in several ways: managers may take credit for the work performed by a subordinate; shoot down ideas a subordinate may have; or deflect opportunities that a subordinate may get. Survival in such an environment is based on being average and staying within the system. As a result, the spirit of entrepreneurship is lost. The authors designed a creative and playful contest called “Maverick” to tackle employee engagement in large organizations. The contest deeper goals include: shifting culture and behavior, talent discovery, brand building and meaningful engagement. The impact of the program on a broader organizational culture parameters were assessed through a survey. The survey results validate the impact of the program.

The paper develops a conceptual approach that underlies the design of the Maverick program. Surveys were deployed to determine the perceived impact of the program on the broader culture.

The secret ingredient in employee engagement is gaining the “emotional share of wallet” of employees to drive meaningful, enduring organizational change. Emotional wallet share is the sweet spot that lies at the intersection of employees’ skill sets, their aspirations and the value they generate for the organization. Proactively identifying the sweet spot empowers an organization to capture employees’ emotional wallet share to identify enablers and catalysts that can unlock motivation and performance. The survey results indicate that the Maverick contest was perceived to have a positive impact on all the identified attributes. This is a testament to the program’s success as a pivotal driver of a positive organizational culture. Further, it validates that the Maverick contest identifies several levers that leaders can use to positively influence organizational culture.

The organizations can adapt the proposed conceptual framework in designing meaningful programs to tackle employee engagement and motivation.

The paper provides a meaningful framework to tackle employee engagement in large organizations. The Maverick approach is of interest to leaders of large organizations that are struggling to increase employee engagement with limited resources and that wish to foster creativity to drive innovation. The program offers a compelling way for talented professionals to meaningfully contribute to their organization that is agnostic to their position in the hierarchy. It gives employees the freedom to strive without being paralyzed by fear of failure; the chance to build their personal brand and pride; and a safe environment in which they can question received wisdom and attempt an unconventional approach to problem-solving. It creates a playful environment to bust stress, foster innovation and encourage an entrepreneurial mindset.

This paper offers a superior alternative to the standard gamification solutions that are routinely applied to business situations. Gamification mechanics work effectively in roles that are transactional, instead of roles that demand autonomy, mastery and a sense of purpose. Maverick program is designed while being mindful of the intrinsic motivation of the professionals.

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.

The managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran, and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers’ brand relationships help brand managers devise effective brand management strategies.

The managerial implications can guide managers toward enhancing the consumers’ loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty, is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty, is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

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.

The purpose of this paper is to study the components and service standards of delightful service by conducting a comprehensive literature review and applying the Delphi survey method.

This study conducted a three-round Delphi survey to consolidate the experience of 11 experts in implementing delightful service. To ensure the recruitment of experts who were knowledgeable in delightful service delivery, the panellists were chosen from service- and hospitality-related industries; the respondents were hotel managers, senior frontline service personnel and academic educators who were knowledgeable in both the service industry and service innovation.

By integrating professional experiences from both academics and hotel practitioners, we conclude that hotel facilities and amenities, environment and ambiance design and service personnel’s service delivery practices are essential elements for creating a unique and unforgettable consumer experience. Distinctive hotel facilities and ambiance provide a unique experience, which can leave memorable impressions on customers. Being able to detect customers’ emotional conditions and hidden needs through attentive and proactive service practice and providing attentive and customized service are pivotal for service personnel. Advanced service performance enables attending to customers’ personal well-being and caring for their unique needs effectively. The proposed standard for service provision exceeds customer expectations.

First, the number of panellists was low, limiting the generalizability of the results. Future studies should increase the number of panellists. Second, this study focused only on the hotel industry in Taiwan. The results may not be generalizable to other hospitality industries or other countries. Future studies can duplicate this study in other hospitality industries and in other countries to broaden the understating of the elements and service standards of delightful service.

The results of this study provide a practical guideline for implementing delightful service. Hotel practitioners are advised to increase the degree of refinement, variety and attentiveness of their facilities and amenities; use sensory elements in their hotel environment and ambiance design; and advance staff members’ service skills to be more proactive, attentive, empathetic and customer-oriented. Carefully designing the core product and advancing the service delivery style can provide hotel guests with an exceptional and unique lodging experience, thus achieving delight.

This study provides a comprehensive understanding of the implementation of delightful service.

Verbal abuse of the aged people in later life is a matter of grave concern in contemporary times. Aged people are abused by family members, relatives and neighbors in the form of yelling, taunting, swearing and threats, among other things. These abusive behaviors have the greatest influence on their social standing and well-being, and they cause society and families to dismantle their social networks as a result. This study aims to understand the nature of verbal elder abuse as a social phenomenon under the theoretical framework of sociocultural paradigm and examines the causes.

The descriptive phenomenology method has been applied in this study. The study has been conducted on a sample of 60 elderly living in Kanpur district of Uttar Pradesh. The concern of using descriptive phenomenology in the present study is to understand the nature of verbal abuse against the elderly systematically by exploring cultural, situational and social aspects of verbal abuse in Indian society. This method analyzes the reality behind the verbal elder abuse as a social phenomenon and relationship between elderly and their abusers.

The study finds an increase in verbal elder abuse in Indian families, which can range from psychological torture to physical torture, and includes insults, humiliation and neglecting the needs of the elderly for food, clothing, shelter and medical attention. The study also points out that reduction in attachment is as a responsible factor for verbal abuse with the elderly in modern times.

This is an original paper. This paper talks about the most concerning issue of verbal abuse which is faced by aged people in their family and society. Basically, this paper has applied the descriptive phenomenological method for the analysis of verbal elder abuse as a social phenomenon in the sociocultural context of Indian society.

This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).

Since brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.

Findings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.

This research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.

The current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.