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The purpose of this paper is to investigate the antecedents and outcomes of online consumer brand engagement (OCBE). In addition, a mediator effect of satisfaction and brand love in the relationship between OCBE and positive electronic word-of-mouth (e-WOM) is analyzed.

Data were collected using a panel sampling with 201 participants from the millennial generation provided by the software tool Qualtrics. The online questionnaire is composed of two screening questions, the items of the constructs and a section with the socio-demographic variables.

Involvement and online brand experience (OBE) are important drivers of online brand engagement. Brand love is a significant mediator between online brand engagement and e-WOM.

Studies about antecedents and outcomes of online consumer engagement are rare. This paper contributes to the fledgling online consumer engagement literature by analyzing three antecedents: involvement, OBE, and self-brand image congruency. For the first time, brand love and satisfaction were considered as direct outcomes of online brand engagement. New insights are provided into the mediating role of brand love between online brand engagement and e-WOM.

The present research attempts to empirically examine the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context.

Primary data through survey questionnaires were used to gather empirical data from 443 automobile consumers, out of which 417 samples were included in the final analysis. Structural equation modelling technique was used for assessing the hypothesized direct and indirect relationships among the constructs.

The empirical findings exhibit consumer involvement and brand interactivity contributes positively and significantly towards consumer-brand engagement, while self-brand image congruity does not significantly influence consumer-brand engagement. Further, mediation analysis results show that relationship quality partially mediates the linkage between consumer-brand engagement and brand loyalty.

The outcomes of this research may provide novel insights and contribute to the limited body of knowledge regarding consumer-brand engagement. In addition, the findings may assist the automobile brand managers and market strategists to design strategies aimed at developing long-term consumer relationships.

This empirical research assesses the mediating effect of relationship quality in the linkage between consumer-brand engagement and brand loyalty for automobile brands, and to the best of our knowledge, has not been attempted by prior researchers in this domain.

The purpose of this study is to provide insights and guidance for practitioners in terms of ensuring rigorous ethical and moral conduct in artificial intelligence (AI) hiring and implementation.

The research employed two experimental designs and one pilot study to investigate the ethical and moral implications of different levels of AI implementation in the hospitality industry, the intersection of self-congruency and ethical considerations when AI replaces human service providers and the impact of psychological distance associated with AI on individuals' ethical and moral considerations. These research methods included surveys and experimental manipulations to gather and analyze relevant data.

Findings provide valuable insights into the ethical and moral dimensions of AI implementation, the influence of self-congruency on ethical considerations and the role of psychological distance in individuals’ ethical evaluations. They contribute to the development of guidelines and practices for the responsible and ethical implementation of AI in various industries, including the hospitality sector.

The study highlights the importance of exercising rigorous ethical-moral AI hiring and implementation practices to ensure AI principles and enforcement operations in the restaurant industry. It provides practitioners with useful insights into how AI-robotization can improve ethical and moral standards.

The study contributes to the literature by providing insights into the ethical and moral implications of AI service robots in the hospitality industry. Additionally, the study explores the relationship between psychological distance and acceptance of AI-intervened service, which has not been extensively studied in the literature.

The purpose of this paper was to assess how adolescents' favorite apparel brand was related to congruency between brand image and three components of self concept (actual, ideal, ideal social). Predictors of the brand‐self concept congruency relationships were also examined.

A questionnaire distributed to 300 high school students yielded usable data from 137 students. Participants' ages ranged from 14 to 18 years.

The highest level of congruency was found between adolescents' favorite apparel brand and their actual self concept followed by ideal social and ideal self concept. Adolescents who indicated that their apparel purchases were highly influenced by their peers or family members linked their favorite brand with their ideal social or ideal self concept. Materialistic adolescents also linked their favorite apparel brand to their ideal self concept.

Focusing on congruency between brand and self concept is an important strategy in marketing targeting adolescents. Family and peer group influences played an important role in congruency adolescents identified between self and apparel brands.

This research demonstrated application of self‐brand congruency theory to adolescents and to apparel products. Adolescent consumers, like adults, identify a preference for apparel brands that they can link to some aspect of self.

The purpose of this paper is to investigate young New Zealand shoppers' ethnocentricity and brand perceptions by extending the research of O'Cass and Lim. The paper does this by looking at the relationship between ethnocentrism and brand choices, and by investigating whether young New Zealand shoppers have different price and brand‐user image congruency perceptions for local and foreign brands.

A total of six hypotheses were tested using data gathered from a mall intercept survey of 208 respondents aged between 16 and 25 years. The shoppers were measured through a series of Likert‐scale questions from the O'Cass and Lim study, the Shimp and Sharma CETSCALE items, and a range of demographic characteristic items.

Young New Zealand shoppers are about mid‐level internationally in terms of ethnocentrism, and ethnocentricity does not have an influence on their perceptions of brands. Price perceptions and self/brand user congruency perceptions are important to young New Zealand shoppers, and these are different for local versus foreign brands.

Foreign brands do not suffer from ethnocentricity but they do have a distorted (high) price perception amongst young New Zealand shoppers, suggesting a need for marketing aimed at dispelling this misperception. There is also a lack of congruency with brands, indicating that more active promotions with stronger and more distinct brand images are required.

This is one of the first studies to examine young New Zealand shoppers in any context, and is the only study to link young New Zealand shoppers with other international studies of ethnocentrism and brand perceptions. While adding to the understanding of brand perceptions it also provides practitioners with insights into young shoppers' perspectives on international brands.

The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA. Specifically, this study is designed to investigate Generation Y consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty.

A conceptual model was developed to represent the proposed relationships among the related variables. An online survey was conducted and 305 valid surveys were collected. The proposed hypotheses were tested using structural equation modelling (SEM) analyses.

From the perspective of self-concept, this research shed some light on the luxury fashion consumption behaviour of Generation Y consumers. Public self-consciousness and self-esteem were both found having significant influence on Generation Y consumers’ brand consciousness and in turn their luxury consumption motivations and brand loyalty.

Limitations for this study mainly come from the representativeness of the sample, which was recruited from a panel of a third party research group. Implications for luxury fashion brand managers and retailers focus on strategies that influence the social and self-motivation for luxury consumption and level of brand consciousness.

This research is unique because it focuses on luxury fashion consumption of Generation Y consumers, an emerging segment in the luxury market. Generation Y consumers’ behaviour towards luxury fashion was examined in terms of their self-related personality traits, brand consciousness, motivation, and brand loyalty.

This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.

Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.

Results posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.

The study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.

The role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.

Validation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.

Este artículo se basa en la teoría de la valoración y la teoría de la congruencia de la marca propia para estudiar la emoción multidimensional del orgullo de marca. Conceptualiza y valida la relación del orgullo de marca con la congruencia de marca propia, la lealtad de marca y la lealtad de marca oposicional, y establece el papel del narcisismo como moderador.

Se utilizaron escalas estandarizadas, incluida una nueva escala de orgullo de marca desarrollada por los autores, para recoger datos de 522 encuestados. Para probar el modelo conceptual se tudio un modelo de ecuaciones estructurales basado en la covarianza. El análisis de moderación multigrupo probó las diferencias en la relación propuesta entre narcisistas altos y bajos.

Los resultados tudioes el orgullo de marca como un constructo multidimensional con congruencia de marca propia como su antecedente significativo. Los resultados también apoyan la mayoría de las relaciones hipotetizadas entre el orgullo de marca y los resultados conductuales. Además, el tudio confirma el efecto moderador del narcisismo en la relación entre las dimensiones del orgullo de marca y la lealtad a la marca y la oposición a la lealtad a la marca.

La muestra del tudio procedía de un país en vías de tudioes: la India. Cohortes similares de países en tudioes y desarrollados podrían proporcionar una comparación única entre naciones.

El papel del orgullo de marca en el impacto de la lealtad de marca y la lealtad de marca opuesta tiene implicaciones significativas para la práctica. La comunicación de marketing para inculcar el orgullo de marca entre los consumidores tendrá un impacto significativo en la rentabilidad de la marca.

La validación de la congruencia con la propia marca como precursora del orgullo de marca y la relación del orgullo de marca con la lealtad de marca y la lealtad de marca de oposición contribuyen significativamente a la teoría y la práctica del branding. El tudio también establece el narcisismo como moderador entre el orgullo de marca y los resultados de lealtad.

本文借鉴评价理论和自我品牌一致性理论, 研究品牌自豪感的多维度情感。它概念化并验证了品牌自豪感与自我品牌一致性、品牌忠诚度和反对性品牌忠诚度的关系, 并确定了自恋作为调节器的作用。

使用标准化的量表, 包括由作者开发的新的品牌自豪感量表, 从522名受访者那里收集数据。一个基于协方差的结构方程模型被用来检验概念模型。多组调节分析检验了高自恋者和低自恋者之间拟议关系的差异。

结果表明, 品牌自豪感是一个多维的建构, 自我品牌一致性是其重要的前因。结果也支持品牌自豪感和行为结果之间的大部分假设关系。此外, 该研究还证实了自恋对品牌自豪感维度与品牌忠诚度和反对品牌忠诚度之间关系的调节作用。

印度。发展中国家和发达国家的类似队列可以提供一个独特的跨国比较。

品牌自豪感对品牌忠诚度和反对品牌忠诚度的影响作用对实践有重大意义。在消费者中灌输品牌自豪感的营销传播将对品牌利润率产生重大影响。

自我品牌一致性作为品牌自豪感的前兆的验证, 以及品牌自豪感与品牌忠诚度和反对性品牌忠诚度的关系, 对品牌理论和实践有很大的贡献。该研究还确定了自恋是品牌自豪感和忠诚度结果之间的一个调节器。

Companies create brand fan pages (BFPs) on social media platforms to broadcast product information, increase brand awareness and engage customers. A common challenge facing BFPs is how to attract and retain followers effectively. Through the lens of the theory of person–environment fit (TPEF), the purpose of this paper is to develop and validate a theoretical model to explain the role of multidimensional fit perceptions in cultivating BFP users’ continued following intention.

Data collected from 193 active followers of BFPs on Sina Weibo, the most prevalent social media platform in China, were used to test the proposed model. The partial least squares method was employed to assess the relationships in the model.

The findings reveal that users will continue to follow the BFP if their needs align with what the BFP provides, and if they perceive their values and characteristics to match those of the brand and fellow followers.

This study is among the first to extend the research context of the TPEF from organizational behaviors to examining how perceived fit influences users’ continued intention to follow in the social media context. In addition to the theoretical contributions, the findings of this study have important implications for practitioners who undertake social media management or user behavior analysis.

With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits.

Two studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous).

The findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only.

Important implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types.

This paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.

This conceptual paper examines the notion of CEO brands and the problems that arise if they are misaligned with company brands. Previous research examines product, company and people brands and implications for senior executives and organizations, but there is no theoretical framework for CEO brand stewardship. This research aims to fill the gap.

The marketing literature is examined to identify differences between products and people as brands, and the potential for CEO brands to enhance corporate brand equity. Based on an application of existing branding concepts to CEOs, a conceptual model of CEO brands is developed to include an analysis of the relationships between its constituent parts.

CEO brands can be legitimately considered as brands, and existing brand conceptualisations can be applied to CEOs as long as some particularities are accounted for. CEO brands are influenced by their personality and their role as managers, and organisations need to constantly monitor CEO brand reputation as well as communicate its positioning. A successful CEO branding enhances perceived brand value and creates value for organisations.

This research informs brand managers and strategists about brand equity creation. Monitoring stakeholder perceptions of CEOs can enhance rather than detract from corporate brand value. As it showed that people and CEOs can be legitimately considered as brands, the concept of branding needs to be extended to embrace people and CEO brands.

For business practice, this research informs about the differences and similarities between traditional product brands and CEO brands. Particularly it informs that organisations should consider that the CEO brand personifies to stakeholders what the organisation stands for, for example, when hiring a new CEO.

This research provides a new conceptual model on the previously under‐researched area of CEO branding. The insights into CEO brands provide the basis for empirical research into relationships between brand identity, reputation, position and equity, with implications for personal fame and company fortune.