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This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand emotional attachment to brands.

A series of four studies developed and validated a three‐factor, 12‐item measurement scale for brand romance using exploratory and confirmatory factor analyses. Reliability, convergent, criterion, discriminant and nomological validities were established.

Brand romance is a reliable, valid, and a more proximal construct that explains loyalty significantly better than attitudes.

Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Future research should focus on teasing out product category effects, extending generalizability to other product categories and integrating the Attachment Theory perspective with the study's findings to offer a more comprehensive explanation for loyalty.

Consumers are likely to remain loyal to brands to which they are attracted. The brand romance construct captures this attraction. Marketers need to infuse their brands with novel perspectives, resources and identities on a continuous basis to satisfy stimulation needs and keep the attraction strong. This involves creating new brand associations that help the brand to stay relevant.

To the authors' knowledge, this is the first study to apply the Self‐expansion Model to brand relationships. The research contributes a unique perspective in explaining emotional attachment to brands brought on by stimulation needs. It fills a gap in the emotional attachment literature and provides marketers with a tool to monitor consumers' attraction to brands.

The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (A_b). However, this topic remains under-explored for product placements.

Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework.

Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement.

We focus on explicit attitudes; implicit attitudes need future research attention.

Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand.

This is the first study to apply the structural equation modeling approach to this research area.

The purpose of this paper is to empirically derive and test a framework of brand acquaintancing – a new emotional attribution resulting from user-brand interactions on Snapchat, a popular social medium with ephemeral properties.

Focus group data were used to derive a framework, hypotheses and measurement scales for explicating the brand acquaintancing construct. Structural coherence of the framework and reliability and validity of scales were tested using a survey sample of Snapchat using students. The purified theoretical model was tested using a nationwide sample of Snapchat users.

The studies find that Snapchat users are receptive to unknown and stranger brands. Users’ fear of self-disclosure triggers a search for acquaintances on the medium, i.e., acquaintances are sought over friends and intimates. Moreover, unknown and stranger brands encountered on the medium are acquaintance, i.e., awarded the status of an acquaintance.

The studies found Snapchat users receptive to unknown and stranger brands. Users’ fear of self-disclosure triggers a search for acquaintances on the medium, i.e., acquaintances are sought over friends and intimates. Moreover, unknown and stranger brands encountered on the medium are acquaintanced, i.e., they were awarded the status of an acquaintance.

The paper presents empirical evidence of brand acquaintancing on Snapchat, and contributes to a more nuanced understanding of social media platforms to aid scholars and practitioners.

Today the role of industry 4.0 plays a very important role in enhancing any supply chain network, as the industry 4.0 supply chain uses Big Data and advanced analytics to inform the complete visibility. Latest data are available to bring clarity and support real-time decision-making in the entire supply chain that’s why adopting optimization techniques such as lean manufacturing and lean supply chain concept for enhancing the supply chain network of the organizations is a good idea and would benefit them in increasing their cost efficiency and productivity. The purpose of this work is to develop a technique, which may be useful for future researchers and managers to identify and classification of the significant lean supply chain enablers.

In this paper, the authors considered hybrid analytical hierarchy process to find the ranking of the identified lean supply chain enablers by calculating their weightage. Interpretive structural modeling (ISM) is applied to develop the structural interrelationship among various lean supply chain management enablers. Considering the results obtained from ISM the Matrices d'Impacts Croises Multiplication Appliqué a un Classement (MICMAC) analysis is done to identify the driving and dependence power of Lean Supply Chain Management Enablers (LSCMEs).

Further, the best results applying these methodologies could be used to analyze their inter-relationships for successful Lean supply chain management implementation in an organization. The authors developed an integrated model after the identification of 20 key LSCMEs, which is very helpful to identify and classify the important enablers by ISM methodology and explore the direct and indirect effects of each enabler by MICMAC analysis on the LSCM implementation. This will help organizations optimize their supply chain by selective control of lean enablers.

For lean manufacturing practitioners, the result of the study can be beneficial where the manufacturer is required to increase efficiency and reduce cost and wastage of resources in the lean manufacturing process, as well as in enhancing the supply chain.

This paper is the first research paper that considered firstly deep literature review of identified lean supply chain enablers and second developed structured modeling of various lean enablers of supply chain with the help of various methodologies.