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The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands.

The proposed research framework has been empirically tested by collecting responses from 403 Muslim respondents of diverse demographics. Structural equation modelling has been used for exploring the underlying relationships between emotions associated with halal brands.

All the proposed hypotheses were positively significant, thus confirming that brand love is significantly affected by brand trust, brand image, self-congruence and brand experience. Further, brand love acts as a significant determinant in shaping brand sacredness, brand fidelity and WOM.

The study has made a significant contribution by exploring the intensity of brand love and its effect on relationship-maintenance triad in halal cosmetic brands in India.

Marketers must understand the emotional side of brands to create synergy in their marketing efforts. Moreover, in the case of religious or faith-based brands, attainment of the highest order of brand love can play a revolutionary role for long-term growth.

In the context of halal cosmetic brands in India, this study has offered a new perspective by extending the literature on consumer-brand relationships. The use of brand fidelity and brand sacredness has enhanced the effectiveness of emotions with which consumers have been looking at brands for ages.

This study aims to examine the impact of the structural linkages between memorable tourism experiences, destination attachment, tourists’ satisfaction and customer-based destination brand-equity on tourists’ storytelling intentions.

The authors proposed a conceptual model that examines how memorable experiences contribute to tourists’ sense of attachment to a destination, which can lead to their willingness to share their trip stories. Using partial least square estimation, the authors analysed the conceptual model through data generated by a survey of 448 Indian domestic tourists.

Study confirms the validity and usefulness of the conceptualized model, as it shows significant correlations between the key variables. Specifically, the authors found that positive and memorable tourism experiences significantly affect tourists’ attachment and their satisfaction with destinations. As a result, tourists who form a strong customer-based destination brand equity are more likely to develop storytelling intentions.

To the best of the authors’ knowledge, current study is the earliest to explore the association between memorable tourism experiences, tourist satisfaction, attachment, customer-based brand equity and how they impact storytelling intentions of tourists.

This paper aims to investigate the role of bank reputation (via its proposed dimensions) in influencing bank trust and its subsequent effect on the loyalty of the customer. The study has also explored the moderating role of bank type (public vs private bank) in the relationship between the dimensions of bank reputation and bank trust.

A total of 651 questionnaires were distributed to the customers of public and private bank, whereas only 375 usable responses were obtained. Questionnaires were given to the respondents through the visit of few interviewers to several private and public banks in Delhi and NCR region during December 2019 to February 2020. A screening question was included in the beginning of the questionnaire (i.e. Do you trust your bank?). Non-random sampling technique was used for data collection, and the research design was cross-sectional. The proposed framework was tested with the help of structural equation modeling.

The findings of the study show that all the proposed dimensions (i.e. service quality, stability, customer centricism and corporate performance) of corporate reputation/bank reputation significantly affect bank trust. Also, the effect of bank trust on loyalty was found significant. Bank type emerged as a significant moderator between the dimensions of bank reputation and bank trust. It shows that the effect of service quality, stability, customer centricism and corporate performance on bank trust significantly differs in public vs private banks. Customer centricism is perceived to be high in private banks, whereas all the other three dimensions are obtained to be higher in public sector banks according to the findings of the study.

The presented framework in the study has covered all the significant antecedents of bank trust and its subsequent effect on loyalty. The findings of the paper are useful to several stakeholders, including bank managers, regulators, investors and depositors. The study shows that bank reputation affects trust and loyalty in the long run. This relationship can be used by bank managers for gaining the trust of customers and building loyalty. It also helps in making strategies by banks for targeting customers. Stability is a very crucial factor for a developing economy. The bank regulators can use these results for ensuring the soundness of the banking system and for providing a stable environment for customers. Bank depositors and investors can also use the findings of the study for analyzing the factors that affect their bank selection decision.

The present research shows that bank type moderates the relationship of the dimensions of bank reputation and bank trust in an emerging economy in Asia.

Tourists regularly make use of their smartphones while staying at tourist destinations. Several studies have studied the outcomes of smartphone use at travel destinations. The current paper believes tourists’ use of their smartphone or its apps because of their contact with tour friends, social loneliness-related concerns or its aesthetic scope. The purpose of this paper is to identify the factors of continued use of smartphone apps via travelers during their stay at a tourism destination, framed within the UTAUT2 model (unified theory of acceptance and use of technology), given intrinsic user attributes (innovativeness), tourism destination aspect (aesthetic scope and social loneliness) and one of the key characteristics of mobile devices (portability).

The sample consists of 357 smartphone users who travelled to some tourist destinations and used some mobile apps during their stay. Data was analyzed using the structural equation modeling approach.

The findings of the study show that the UTAUT2 model can effectively explain the use of smartphone apps at tourism destinations and characteristics of the user and mobile device, does affect behaviour outcomes (smartphone, intention to reuse app, satisfaction towards trip and loyalty towards app).

This paper is mainly important due to its emphasis on smartphone apps’ use during the travel stay, as the majority of the existing literature focusses on prior steps ( service booking).

This study aims to explore the relationship between employer branding and talent retention, also examining the mediating role of organizational advocacy. Additionally, it investigates the moderating effect of supervisor support and coworker support in the connection between organizational advocacy and talent retention.

To achieve the objectives, a cross-sectional survey with convenience sampling was used to collect data from employees in the IT sector. PLS-SEM modeling was then employed to conduct the analysis.

The study revealed that dimensions of employer branding positively influenced organizational advocacy, supporting talent retention. Moreover, the study observed a significant moderating effect of supervisor support and coworker support concerning organizational advocacy and talent retention.

This study offers valuable insights for a wide range of IT professionals. The results emphasize the significance of employer branding in shaping organizational advocacy and talent retention. Additionally, the supportive attitude of supervisors and coworkers plays a crucial role in retaining talented employees within an organization. The study validates the connections between employer branding dimensions and key variables, aiding in the refinement of existing theories and the creation of new conceptual frameworks in organizational behavior and human resource management. These findings can help managers and practitioners improve employer branding to engage their workforce effectively.

The authors have advanced social exchange theory by studying the link between employer branding and talent retention. The paper highlights the uniqueness of their investigation, which explores how employer branding influences talent retention with a focus on organizational advocacy, influenced by the level of support from supervisors and coworkers. This study will be a valuable resource for future academia, revealing the significant impact of employer branding on organizational advocacy and talent retention.

Utilising the stimulus-organism-response (S-O-R) theoretical framework, this study investigated how destination attachment and overall satisfaction mediate the linkage between memorable tourism experiences and customer-based destination brand equity (CBDBE).

The authors study presents a model that illustrates how memorable tourism experiences can influence CBDBE by impacting tourists' attachment and overall satisfaction with a destination. The model was tested using empirical data obtained through a survey of 382 Indian domestic tourists. The data were analysed using the SPSS AMOS (Statistical Package for Social Sciences Analysis of a Moment Structures) programme.

This study validates the accuracy and effectiveness of the suggested conceptual model, demonstrating significant linkage between the variables of the study. Accordingly, it was observed that positive memorable tourism experiences have a notable impact on the development of attachment and satisfaction with the tourist destination forming strong CBDBE.

The study's primary managerial recommendation is that, to achieve sustainable competitive advantage, destination management organisations should give priority to memorable experiences and positive emotions instead than only concentrating on product-centred marketing. Second, destination managers must mould their business models based on the link between memorable tourism experiences, destination attachment, satisfaction and CBDBE.

Perhaps, the authors' research is one of the earliest to explore the relationship between tourists' overall satisfaction, attachment to a destination and memorable experiences and how they impact customer-based brand equity (CBBE) for a specific urban hill station destination.

This study aims to examine the factors determining the discontinuance intentions of millennials to use hotel booking apps.

A quantitative technique was followed to collect the data from the tourists, and partial least square structural equation modeling (PLS-SEM) technique was adopted to validate the proposed model.

Significant predictors of discontinuance intentions of hotel booking apps are usage barrier, values barrier, risk barrier, lack of facilitating conditions and digital self-efficacy.

The results of this study provide useful insights for tourism stakeholders and app developers to understand in real terms the setbacks that might be a hindrance to the users of such apps for hotel booking.

Despite the increasing focus of scholars toward understanding the determinants of technology adoption, the present study has extended innovation resistance theory with three novel constructs: social dependency, lack of facilitating conditions and digital self-efficacy.

The purpose of this paper is to review the existing state of research on “Halal” branding and to propose and empirically test the framework for understanding the purchase intention for “Halal” branded products in Indian context.

The research design is cross-sectional in nature; convenience sampling and snowball sampling is done, and completely filled 288 questionnaires are considered for testing the conceptual framework. Structural equation modeling is used to assess the fit of framework. The study has incorporated attitude as a mediating variable in relation to purchase intention for “Halal” branded products. The originality of the research is based on responses collected from the respondents in the form of online and offline questionnaires.

Findings of the direct and indirect effects in the study show that attitude has a full mediation effect on purchase intention, i.e. in the presence of attitude as a mediation variable the direct effect of subjective norm and religiosity is insignificant and the effect caused through attitude is significant.

In a country like India, which enjoys a sufficiently good percentage of Muslim population (14.2 per cent), an understanding of attitude provides enough scope for marketers to strategize techniques to reduce dissonance of non-availability of “Halal” brands.

Research is atypical, as it has focused on the mediation effects of attitude toward “Halal” branded products with the help of cosmetic range of products.

This study aims to offer a holistic halal cosmetic consumption framework by describing the current knowledge about halal cosmetics and presenting new directions for future research.

The theory, method and context–attributes, decision and outcome systematic review framework was used in this study. This study addresses the halal cosmetics literature published in the Scopus database: nonpredatory journals between 2010 and 2021.

This study found seven antecedent categories that affect four halal cosmetics consumption decisions. Those decisions led to three outcomes. In addition, behavioral theories were identified as the most frequent theory used to explain this phenomenon in personal and business settings.

To the best of the authors’ knowledge, this is the first systematic review of halal cosmetics consumption. This study explores the relevant theories, contexts, methods, antecedents and consumer decisions. Therefore, this study offers important insights into this phenomenon.

Social media marketing (SMM) denotes attaining website traffic or attention through social media platforms. The paper aims to focus on examining the viewpoint of library professionals from different universities along with the user respondents from different disciplines and universities on the role of social media tools to market university libraries.

It is a survey-based study that used the questionnaire as its chief data collection instrument designed to be administered to library professionals (n = 100) and users (n = 1,189) from eight universities. The study also adopted the general observation and interview methods to supplement the data. The data was analyzed using SPSS software, and Chi-square test and ANOVA were applied to ascertain the significant variations in viewpoints of the library professionals and the users.

The research study showed that library professionals (from different universities) and users (from different disciplines and universities) felt that social media could be an appropriate marketing tool for libraries in the future. Observations during data collection highlighted a lack of confidence and unwillingness among library professionals to implement any changes in the present time.

The present study provides some significant insights for improving the current situation of the libraries under study in terms of increasing awareness among the students and adopt social media tools for marketing of library facilities and services in future. It is important to note that a few issues that came into light during data collection were a marked lack of willingness and prevalence of less confidence among the library professionals to execute or implement the social media tools to market library resources and services among the users.

SMM programs focus on creating content that attracts attention and encourages readers to use it. This study attempts to fill the gap in of marketing in libraries through social media. The paper offers insights into the use of marketing tools for promoting library resources and services as per the needs of library users. The research work differs from other studies undertaken on library marketing related to social media as it has included both library professionals and users together to obtain a better picture in this regard.