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This study aims to explore the determinants of viewers’ gifting and social sharing behaviours in online streaming from a dual-attachment perspective and to explain how live streaming fosters attachment through a social interaction aspect.

This study conducted an online survey with 316 valid responses to test the research model. The structural equation modelling approach was applied to assess both the measurement and structural models.

The results show that both bond-based and identity-based attachments promote gifting and social sharing behaviours. Participation and cognitive communion motivate viewers to establish bond-based attachment, while group interaction among viewer crowds encourages viewers to create identity-based attachment. In addition, group interaction can moderate the relationship between participation and bond-based attachment.

This study is one of the earliest attempts to highlight the significance of viewer crowd and viewer-viewer interaction in promoting viewers’ behaviours in live streaming context. This study also indicates that viewer-viewer interaction can moderate the impact of viewer–streamer interaction, which is among the first to investigate the interaction effects of viewer-viewer interaction and viewer–streamer interaction.

This study aimed to ascertain the relationship between experiential value, brand attachment and brand loyalty. The authors employed the attachment theory as the theoretical framework and operationalised attachment as a two-dimensional construct: identity-based and bonding-based. The authors argue that experiential value reinforces customer attachment in these two perspectives of attachment and consequently determine brand loyalty.

The authors used a survey research design and collected data from 500 customers of mobile telecommunication network companies in Ghana. The authors analysed the data collected using the partial least squares approach to structural equation modeling.

The findings of the study showed that there is a relationship between experiential value, brand attachment (identity-based and bonding-based) and brand loyalty. This study showed how experiential value reinforces each dimension of the attachment theory, and drives brand loyalty.

This study intensifies the application of attachment theory in the marketing literature. It provides insight into how brand loyalty is developed via attachment.

Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to objects is not only limited to bonding. Thus, the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer-related outcomes of customer engagement on Facebook.

Using an online survey, the authors examined antecedents of customer engagement on Facebook and the outcomes of engagement behaviours among 649 respondents. Structural equation modelling was used in analysing the data.

The results of the study show that consumers’ attachment to a brand drives them to engage the brand on the brand’s Facebook page. The results also show that the consumer engagement of brands on Facebook results in positive user-generated contents and consumer involvement.

Managerially, the attachment theory provides value for marketers in terms of evaluating customer–brand relationships and how such a relationship can yield positive results.

This study expands how the attachment theory has been conceptualised and applied in the marketing literature. The study shows that consumer attachment to brands is identity-based in addition to being bonding-based.

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.

Unauthorised file sharing (UFS) in online communities (OCs) is a major intellectual property concern. Researchers have traditionally viewed UFS as digital piracy and have suggested that deterrents, such as legal actions, should be in place. However, previous research has not considered the OC context and cannot explain why OC members share unauthorised files even when there is legislation against this in place. In OCs, UFS exhibits features of public goods contribution. Therefore, the authors claim that public goods contribution motivations can provide a compelling explanation for UFS in OCs.

The authors propose a theoretical model in which two egoistic public goods contribution motivations (namely, warm-glow giving and demand for resources) are tested alongside motivations informed by the sanctions described by deterrence theory, a theory widely used within the digital piracy perspective.

The authors find that warm glow and demand for resources are positively related to UFS in OCs; the effect of warm glow is moderated by users' attachment to OCs. Importantly, the results suggest that although sanctions significantly predict UFS, the effect of sanctions on UFS becomes insignificant in the presence of warm glow, demand for resources and attachment.

The study offers new insights into why users engage in UFS and highlights that public goods contribution should be taken into account in developing anti-piracy policies and practices.

The purpose of this study is to analyse how professional football clubs have attained success with internationalisation and branding strategies in foreign markets.

Based on an inductive approach, 27 semi-structured interviews were conducted to analyse the perceptions of Ghanaian fans of four English Premier League teams.

The findings of this study highlight that the strength of professional football brand equity is jointly determined by the level of brand awareness, brand loyalty and perceived quality. However, increasing competition in international markets require professional football clubs to clearly define their marketing strategies to improve how fans perceive them.

This paper is one of the few studies to use country-of-origin paradigm and signalling theory to explain football brand equity building, thereby extending the earlier work of Chanavat and Bodet (2009). Its empirical focus on Africa is also unique and provides evidence to suggest that global marketers have the opportunity to capitalise on market expansion opportunities in developing economies.

This study aims to explore the mechanisms of extended information seeking, which is the combination of extended information technologies (IT) use behavior and information-seeking behavior. The purpose is to identify the factors that shape extended information seeking from the perspectives of psychological empowerment and attachment.

A research model was developed based on prior theory and literature. Survey data were collected, and the partial least squares (PLS) structural equation modeling was used to verify the research model.

Psychological empowerment is a well-constructed second-order construct, having a larger positive effect on extended information seeking. Digital libraries attachment has a positive effect on extended information seeking.

Accessing digital libraries does not mean using digital libraries effectively. Managers of digital libraries should design various specific information activities to help users enhance psychological empowerment. They should provide more available and responsive services for users to enhance digital libraries attachment.

Drawing on the adaptive structuration theory, this study examines extended information seeking by combining extended use of digital libraries and information seeking, presenting a new lens for digital library and information seeking research.

This study aims at exploring users' motives to form attachments within the social Q&A community context and identifying the differences between active users and lurkers when building emotional attachments. By utilizing the media system dependency (MSD) theory, this study investigates into the driving factors of dependency relations (understanding, orientation and play) to user attachments (i.e. attachment to the social Q&A community, attachment to content creators).

The research model is empirically validated by an online questionnaire among users of a social Q&A community. Deriving from the actual behavioral data, the authors divide 262 valid responses into 157 active users and 105 lurkers according to whether they post or not. The partial least squares (PLS) method is exploited to analyze the relationships in the model. In addition, the PLS-based multi-group analysis is conducted for comparing active users and lurkers.

The empirical results confirm that dependency relations (understanding, orientation and play) significantly influence user attachments. Multi-group analysis suggests that the effect of understanding dependency relations on attachment to content creators is stronger for active users than for lurkers. However, the effect of orientation dependency relations on user attachment is significant for lurkers but not significant for active users.

This study enriches the knowledge of the MSD theory by extending it to the social Q&A community setting. Based on the MSD theory, the relationships between three sides of dependency relations and two types of user attachments are hypothesized in the research model. Besides, the impact of user heterogeneity in building user emotional attachment still lacks consideration. This study is one of the first in the field of comparison studies to compare active users and lurkers in such context, providing a novel contribution in understanding the motivations and emotional responses of different users.

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.

Holy cities in India are seeing tremendous gentrification. This study aims to investigate the effect of the changing lifestyle of people towards spirituality and the changing lifestyle's impact on consumer buying behavior on properties in Indian holy cities which has not been studied anecdotally.

The research is exploratory in nature. A questionnaire has been sent to collect primary data through SurveyMonkey. Simple random sampling was used to collect a sample of 450 respondents which was also verified using G* software. The data were analyzed using descriptive statistics and partial least square–structured equation modeling (PLS-SEM).

Findings obtained through the structural model using bootstrapping technique suggest that intrinsic and extrinsic factors are attracting tourists leading to an increase in the demand for real estate in holy cities.

The research findings may vary as per the cultural differences and belief in spirituality, which is subject to perceptual biases in different holy cities.

The traditional determinants of property buying behavior are considered inadequate to attract real estate investments. The inclusion of these behavioral aspects – intrinsic and extrinsic factors may improve the investment inflows in India.

Spirituality connects to the concept of behavioral real estate, where the decision to buy property is largely affected by the emotional attachment of people.

This research adds value to fill the gap by finding out the latent determinant – emotional reasons impacting transnational gentrification in India.