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This paper aims to investigate how consumers’ satisfaction and commitment towards hotel brands can be impacted by the consumers’ prevailing brand relationship norms.

Data were collected through experimental design and analysed using MANCOVA, structural equation modelling and Preacher and Hayes’ (2008) techniques.

The study findings indicate that the egoistic norms positively impact brand attachment styles/orientations, and the attachment orientations in turn negatively impact hotel brand satisfaction and commitment through the mediation of brand trust. Findings also reveal that altruistic norms have no significant impact on the attachment styles, but altruism impacts brand trust positively, which in turn positively impacts satisfaction and commitment.

This research adds value by examining how different consumer–brand association norms differently impact final brand satisfaction and commitment outcomes through creating healthy versus detrimental consumer–brand attachments.

This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers.

On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated.

The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories.

The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

The purpose of this study was to explore possible types of brand proximity based on respective psychological causal antecedents, and also to uncover possible marking outcomes of brand proximity.

Data were collected from young adult respondents through semi-structured depth interviewing. The data were coded using a grounded theory method to interpret causal relationships between concepts.

Data coding resulted in a causal process model showing various psychological factors that would predict various brand proximity types, and also various attitudinal outcomes of brand proximity. Important emerging market context-specific findings are that the majority of Asian consumers feel emotionally close to developed foreign country originated brands, and that they use brands as a means to escape from various stress factors present in their daily lives.

A value of the study lies in exploring the contemporary types of psychological brand proximity and associated factors in the domain of consumer-brand relationship for the first time among Asian young adults.

The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined.

Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions.

The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed.

The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.

Research investigating brand devotion among young consumers is scarce particularly in emerging Asian market context. The objective of this study was to qualitatively explore the evolutionary process leading to brand devotion amongst the young Indian consumers.

Semi-structured depth interviews were conducted to collect data. Data was analyzed using grounded theory method.

The grounded theory framework developed shows single brand devotion in a product category as the key phenomenon along with the associated factors and evolutionary processes.

This study explores how single brand devotion is distinct from romantic brand love, as experienced by consumers. Value of this article also lies in developing a grounded theory framework for single brand devotion in emerging Asian market context.

The purpose of this paper was to uncover various factors that make the young consumers in emerging Asian market devotees of brands and sacrilize brands giving rise to a phenomenon called brand sacralization where the individual consumer considers brand as sacred as religion. Another objective of this research was to investigate the acculturation process taking place among the young adult consumers in emerging Asian market.

Based on prior literature review, the concept of brand sacralization has been defined to bring theoretical sensitivity. Grounded theory method has been used to collect, analyze and interpret the data collected through semi-structured depth interviews.

Data analysis reveals various underlying dimensions of brand sacralization and various actionable antecedents and consequence of brand sacralization.

Value of the article lies in developing a grounded theory framework for brand sacralization that can guide the marketers doing business in emerging markets to build a strong brand that the consumers would sacralize.