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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.

Social relationships play an important role in organizational entrepreneurship. They are crucial to entrepreneurs’ decisions because, despite the bleeding-edge technological advancements observed nowadays, entrepreneurs as human beings will always strive to be social. During the COVID-19 pandemic many companies moved activities into the virtual world and as a result offline Social relationships became rarer, but as it turns out, even more valuable, likewise, the inter-organizational cooperation enabling many companies to survive.

This chapter aims to develop knowledge about entrepreneurs’ SR and their links with inter-organizational cooperation. The results of an integrative systematic literature review show that the concept of Social relationships, although often investigated, lacks a clear definition, conceptualization, and operationalization. This chapter revealed a great diversity of definitions for Social relationships, including different scopes of meaning and levels of analysis. The authors identify 10 building blocks and nine sources of entrepreneurs’ Social relationships. The authors offer an original typology of Social relationships using 12 criteria. Interestingly, with regard to building blocks, besides those frequently considered such as trust, reciprocity and commitment, the authors also point to others more rarely and narrowly discussed, such as gratitude, satisfaction and affection. Similarly, the authors discuss the varied scope of sources, including workplace, family/friendship, past relationships, and ethnic or religious bonds. The findings of this study point to a variety of links between Social relationships and inter-organizational cooperation, including their positive and negative influences on one another. These links appear to be extremely dynamic, bi-directional and highly complex.

This chapter presents an exploratory study of specific experiences among Central Asian grandparents who adopt and raise their firstborn grandchild as their own youngest child. The practice, referred to as ‘nebere aluu’, is deemed an ethnonational tradition of the Kyrgyz and Kazakh people and appears to be widely accepted among men and women, young and old. Drawing on in-depth interviews with grandparents themselves, I describe this phenomenon as situated within and dynamically responding to the shifting social, economic and political context of contemporary Central Asia. Drastic transformations in the everyday lives, while destabilizing and disorienting, may have supplanted nebere aluu with unique significance. Contemporary expressions of nebere aluu point to it being a complex social system of intergenerational reciprocal care, continuity and responsibility that provides a meaningful space for reconciling conflicting ideas about family, marriage, love and child-rearing. This discursive space is open for debate and negotiations and raises important questions about power and gender politics inherent to it.

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.

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.

This study aims to provide a cutting-edge evaluation of the sharing economy's impact within the realm of tourism and hospitality. The primary objectives guiding this research are as follows: to uncover the prevalent discussions and debates within the tourism and hospitality sector concerning the implications and effects of the sharing economy on urban destinations; and to analyse how scholarly inquiries and empirical investigations have contributed to a comprehensive comprehension of the intricate theoretical foundations and practical intricacies inherent in the sharing economy. This exploration takes place within the extensive expanse of existing literature.

The study used the non-conventional method for data mining. An artificial intelligence (AI) tool called www.dimensions.ai was used to mine data between the year 2002 and 2021. After which the data was analysed, using Citespace software that assisted in building themes for answering the research questions.

The sharing economy has multifaceted implications for rural and urban destinations. For instance, the findings demonstrated that emotional solidarity fosters community bonds between tourists and residents, enhancing authenticity. While, management firms optimise short-term rentals, boosting revenue and occupancy rates despite capped at 20%. It further demonstrated that the sharing economy disrupts traditional accommodations, especially hotels, impacting rural and urban destinations differently based on location and regulatory flexibility. Technological advancements would shape the digital future, transforming the resource in sharing and connectivity in urban settings.

Management firms or agents significantly enhance property facilities, revenue and occupancy rates. Properties managed by professionals perform better in terms of revenue and occupancy; furthermore, traditional accommodations need innovative strategies to compete with sharing economy platforms. Policymakers must consider location-specific regulations to balance sharing economy impacts. Embracing technological advancements ensures urban destinations stay relevant and competitive.

Emotional solidarity fosters bonds between residents and tourists, contributing to a sense of community. Management firms contribute to local economies and stability. However, Airbnb's impact on traditional accommodations raises concerns about the effect on residents and communities.

The study incorporates classical sociology theory to understand emotional solidarity and extends the concept of moral economy to guide economic behaviour in the sharing economy. The analysis also underscores the influence of technological trends such as mobile technology, Internet of Things, AI and blockchain on sharing practices in reshaping existing theoretical frameworks in the sharing atmosphere. Furthermore, the co-creation of value theory highlights collaborative interactions between hosts and guests, shaping the sharing economy experience. Consumer segmentation and choice theories shed light on sharing economy dynamics. Institutional and location-based theories provide insights into regulatory and location-specific impacts.

This research contributes by comprehensively exploring the multifaceted implications of the sharing economy on a tourist destination. It delves into emotional solidarity, management firm roles and location-specific impacts, enriching the understanding of the sharing economy's effects. The application of co-creation of value theory and examination of platform technologies offer fresh perspectives on value creation and user engagement. The study's focus on practical dimensions guides stakeholders in optimising the benefits and addressing challenges posed by the sharing economy in urban contexts. The exploration of moral economy and its relevance to the sharing economy provides a novel perspective, while the examination of technological influences on sharing practices contributes to understanding the digital future of the sharing economy.

Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers.

A four-study prototype analysis was conducted, in which a bottom-up approach was applied to identify lay people’s conceptualization of consumer brand relationships.

The prototype analysis generates a comprehensive list of features of consumer brand relationships that provide a nuanced understanding of the concept. The most typical characteristics of a brand relationship according to consumers are quality, bond, value and joy. Comparing this relationship prototype with existing literature shows that there may be a gap between theory and practice regarding the concept of brand relationship.

The prototypical conceptualization of brand relationships shows which aspects play a role in consumers' most common interpretation of the construct. This provides an opportunity to assess the validity of existing conceptualizations of brand relationships. Knowing which aspects are most relevant for consumers’ brand relationships allows brands to make adjustments as needed and improve at establishing and maintaining relationships with consumers.

The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand.

Data were collected through an online survey of 416 hotel customers. The proposed model was tested with structural equations modelling (SEM).

The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However, the experience itself has a greater direct impact than the attachment.

By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations.

This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role.

El objetivo principal de esta investigación es desarrollar un modelo para medir el impacto de la experiencia de marca en la industria hotelera, sobre las recomendaciones boca-oído, teniendo en cuenta el posible rol mediador de la vinculación afectiva con la marca.

Los datos se recogieron mediante una encuesta online a 416 clientes de hoteles. La contrastación del modelo propuesto se ha realizado mediante el desarrollo de un modelo con ecuaciones estructurales (SEM).

Los resultados sugieren que la experiencia de marca en el sector hotelero, es consecuencia de cuatro dimensiones (ubicación, ambiente, personal y web), siendo ubicación, ambiente y personal más influyentes que la web en la generación de experiencias. Se confirma el rol mediador de la vinculación afectiva en la relación entre la experiencia y las recomendaciones boca-oído. No obstante, la experiencia tiene mayor impacto directo que el vínculo afectivo en esta relación.

Conocer las dimensiones que integran la experiencia de marca en el hotel, permite a los gerentes diseñar mejores experiencias que impacten a sus huéspedes y consigan y crear fuertes vínculos con ellos, incrementando así las recomendaciones boca-oído.

El presente trabajo enriquece la literatura existente sobre experiencia de marca en el sector turístico y aporta evidencias del rol mediador de la vinculación afectiva. Investigaciones previas han probado que la vinculación es consecuencia de la experiencia, pero no su papel mediador.

Researches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment.

The research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment.

The results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research.

The main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

This paper aims to investigate place marketing and branding at the micro-place scale through the case study of St Christopher’s Place in London (UK). This study illustrates the distinctive differences of micro-place marketing, in comparison to city and country levels.

An exploratory case study was conducted through a sequential mixed methods approach involving direct observation, semi-structured interviews, questionnaires and social media analysis. Analysis of data was performed by using thematic analysis and triangulation of quantitative measures collected through the questionnaire and social media analysis.

Analysis of data illustrated noticeable differences of place management at the micro-place level compared to city or country scale of place marketing and branding. The function of emotional marketing leading to value co-creation is more effective at this level, establishing close and personal ties between occupiers and customers. Yet, measurement of micro-place marketing and branding value creation is difficult to achieve.

This study draws attention to the unique value and benefits of place branding at smaller spatial scales. Findings contribute to the place micro-brand concept by adding knowledge of micro-places through place management activities comparing them with city and country scales, and emotional marketing value co-creation practices, including challenges relating to measurement.