Purpose This research aims to examine how fear-based stimuli can forge emotional brand attachment, offering a novel emotional pathway for strengthening consumer-brand relationships. Design/methodology/approach Three laboratory experiments across product categories exposed participants to fear-based stimuli. A moderated mediation model tested the effects of fear arousal and the presence of a previously attached brand. Findings Fear arousal, a consumer’s emotional reaction to fear-based stimuli, serves as a key mediator that links exposure to such stimuli with emotional brand attachment. Notably, this process holds even when the consumer is accompanied by a previously attached brand. While such brands reduce the level of fear arousal, they do not interrupt the positive link between arousal and attachment, indicating that both new and existing brands can benefit from fear-based stimulus contexts. Research limitations/implications All studies were conducted in lab settings. Future research should explore whether these findings generalize to real-world environments and other high-arousal emotions. Practical implications This study identifies fear arousal as a novel emotional mechanism driving brand attachment and introduces preexisting brand attachment as a boundary condition. These insights enrich understanding of how fear-based stimuli shape consumer-brand bonds. Originality/value This study demonstrates that a negative, high-arousal emotion can drive emotional brand attachment through a purely affective pathway, challenging the prevailing assumption that affective antecedents of emotional brand attachment operate through positive emotional states, and offering an empirically grounded alternative to the cognitive mechanism proposed by Dunn and Hoegg (2014). It further reveals that the emotion-regulatory and relationship-building functions of brands in fear-based contexts are cooccurring rather than competing processes and provides the proximal mechanistic explanation for why emotionally intense brand encounters initiate attachment formation.

This study examines the effectiveness of celebrity endorsements in the Indian premium food sector by analyzing the impact of trustworthiness, expertise, and attractiveness on consumer attitudes, repurchase intentions, and willingness to pay premium prices. The findings demonstrate that celebrity endorsements significantly enhance brand trust and positively influence consumer decision-making in premium markets. The study extends endorsement effectiveness literature by contextualizing source credibility dimensions within the emerging Indian premium food industry. By integrating Source Credibility Theory with elements of Match-Up Theory, it offers a deeper understanding of how celebrity endorsements shape consumer behavior in high-involvement purchase contexts. The research highlights the role of celebrity endorsers in strengthening brand-consumer relationships and encouraging repeat purchases. Practically, the findings provide valuable guidance for brand managers in selecting effective endorsers and developing marketing communication strategies that enhance consumer engagement, foster brand loyalty, and support sustained brand value and competitive advantage.

ABSTRACT The research examines the role of effective communication in effects of nostalgic advertising on promoting brand self-congruence, brand love, brand advocacy and purchase decision. Furthermore, the research also investigates the moderating role of sensory brand experience in enhancing the relationships between nostalgic advertising and brand outcomes. Data were collected through survey questionnaires from 510 consumers who have experienced nostalgic advertising campaigns from popular food and beverage brands in Vietnam and analyzed by PLS-SEM model. The findings show that nostalgic advertising has the strongest effect on effective communication, meaning that nostalgia-evoking advertisements help brands communicate more effectively with customers and lead to purchase decisions. Furthermore, the results demonstrate that sensory brand experience moderates the relationships between nostalgia advertising, brand self-congruence, effective communication, and purchase decision. The current research contributes to the theory of consumer-brand relationships and the SOR paradigm by recommending that advertising managers, brand managers, and product designers use nostalgia combining sensory brand experience in advertising to enhance the connection between consumers and brands, leading to a purchase decision. The study has provided a new perspective on the F&B (food & beverage) area and nostalgia advertising, extending a premise for future scholars.

Purpose This study aims to analyse the impact of different types of brand hate on consumer-based brand equity (CBBE), with particular reference to the Millennial generation. Design/methodology/approach A quantitative study was conducted to answer the research questions. The conceptual model and the research hypotheses were developed to test the impact of different types of brand hate on consumer-based brand equity. Specifically, brand hate was studied, dividing it into active and passive forms. CBBE was observed to comprise three sequential phases: Brand Building Block, Brand Understanding Block and Brand Relationship Block. To test this model, an online survey was conducted among 821 respondents and a structural equation model (SEM) was used to test the research hypotheses. Findings The results show that active brand hate negatively affects CBBE, while passive brand hate positively affects CBBE. Specifically, active brand hate has a substantial negative impact on the relationship block and a weaker negative effect on the building block. In contrast, passive brand hate, unlike active brand hate, has a higher positive impact on the relationship block. Originality/value This study is the first to investigate the impact of active and passive brand hate on CBBE, providing advanced insights into brand hate and starting a new line of research based on the separate analysis of different types of hate, on the one hand and the three sequential blocks of CBBE, on the other. This research extends the brand hate framework by introducing intensity and behavioural activation as critical differentiators.

ABSTRACT Purpose To examine how MLSE LaunchPad program participants perceive and differentiate the Maple Leaf Sports and Entertainment (MLSE) and MLSE LaunchPad brands, and how their experiences shape connections with MLSE and the professional sport franchises it also owns. Design This exploratory, qualitative study employed a critical social science perspective. In-depth semi-structured interviews were conducted with MLSE LaunchPad program participants (n = 34). Findings Participants perceived MLSE LaunchPad as a distinct, autonomous entity, with experiences shaped by its inclusive environment rather than MLSE affiliation. MLSE was viewed primarily as a resource provider, and franchise fandom operated independently, highlighting limited brand association transfer within the portfolio. Practical implications Professional sport organizations should not rely on brand affiliation alone to drive engagement in corporate social responsibility (CSR) initiatives. Instead, they should prioritize sub-brand autonomy, inclusive environments, and participant-centered programming, recognizing that meaningful impact and loyalty are built through lived experiences rather than corporate brand visibility. Research contribution This study advances sport management scholarship by integrating brand architecture into CSR and SFD contexts, demonstrating that sub-brands can develop independent identities and that brand equity transfer is not guaranteed, thereby challenging assumptions of unidirectional influence from corporate sport brands to community initiatives.

• Challenges the assumption that customer engagement signals a strong brand relationship. • Recasts engagement by exposing self–presentation as a core motivational driver. • Identifies three self–presentation–driven engagement behavior types. • Highlights risks for firms relying on surface–level engagement metrics. Customer engagement research assumes engagement is underpinned by pre-existing purchase or usage relationships and genuine cognitive or emotional connections with a brand. However, social media research reveals extensive activity motivated by self-presentation, resulting in content that lacks veracity. This paper explores self-presentation-driven engagement behaviors on social media and the brand relationships that drive them. A qualitative study employing semi-structured interviews with 30 Facebook users was conducted, revealing three types of engagement behaviors for self-presentation (EBSP) — “staged,” “fanciful,” and “faked” behaviors — and identifying their underlying brand relationships and consumer motivations that deviate from existing assumptions in engagement research. This study contributes by (1) introducing new types of engagement behaviors informed by self-presentation theory; (2) challenging assumptions about the brand relationships that support customer engagement; (3) reframing how engagement should be conceptualized and studied; and (4) revealing how engagement behaviors reflect differing levels of congruity between the self and brand.

This study examines how brand- and sustainability-related factors predict four selected consumer–brand outcomes—brand awareness, brand association, brand loyalty, and brand trust—in the green beauty sector of an emerging market. Grounded in consumer-based brand equity and brand relationship quality, data from 500 South African consumers were analyzed using machine learning models. The results show that quality perception, price perception, and green beauty product attitude are key predictors across outcomes. Brand trust and brand loyalty are the most predictable outcomes, whereas brand awareness is the least predictable. Overall, the findings show that green beauty brand outcomes follow distinct predictive logics.

This study aims to examine the effect of brand hate on consumers’ boycott behavior by exploring the mediating role of negative word-of-mouth (NeWOM). Data were collected from 396 consumers through an online survey distributed via social media and analyzed using Structural Equation Modeling. The findings reveal that brand hate significantly increases NeWOM; NeWOM influences boycott intention and partially mediates the relationship between brand hate and boycott behavior. Overall, strong feelings of brand hate enhance consumers’ tendency to spread negative opinions and experiences, which directly or indirectly strengthen their intention to boycott; thus, the study contributes to understanding the negative emotional and communicational dimensions of consumer–brand relationships.

The rapid proliferation of Direct-to-Customer (D2C) business models in the Indian footwear industry has fundamentally altered the dynamics of brand-consumer relationships. As shoe brands increasingly bypass traditional retail intermediaries to sell directly through owned digital platforms, brand trust has emerged as a decisive determinant of purchase intention, customer loyalty, and long-term competitive advantage. Unlike established multi-brand retail environments where consumers can physically inspect products and rely on retailer credibility, D2C channels demand that consumers place significantly greater trust in the brand itself — its authenticity, product quality, after-sales service, and digital experience. This research paper investigates the nature, dimensions, and antecedents of brand trust in the context of D2C shoe brands in India, with particular focus on the urban consumer segment in Maharashtra. The study employs a mixed-methods research design, combining a structured questionnaire survey of 210 respondents with qualitative insights from focused group discussions and in-depth interviews with brand managers and consumers. Findings reveal that perceived product quality, website usability, transparent communication, social proof mechanisms (including influencer endorsements and user-generated reviews), and reliable delivery experience are the most significant drivers of D2C brand trust. The research further identifies that brand trust mediates the relationship between D2C marketing practices and consumer loyalty, and that trust-building in the D2C context requires strategies that differ meaningfully from those effective in traditional retail channels. The paper concludes with a proposed D2C Brand Trust Framework for shoe brands and practical recommendations for brand managers seeking to build and sustain consumer trust in digital-first commerce environments.

Nostalgia marketing has emerged as a powerful tool for brands to connect with consumers by evoking emotional memories of the past. This paper explores how brands leverage nostalgia to create emotional bonds, enhance brand loyalty and drive purchasing behavior. It examines relevant theoretical frameworks, including the construct of Emotional Resonance and “Consumer-Brand Relationships Theory”, to explain the psychological underpinnings of nostalgia in marketing. Key insights are illustrated through detailed case studies involving Spotify’s “Wrapped” campaign, Burger King’s retro rebranding, LEGO’s franchise collaborations and Silent Hill 2 video game remake. These cases highlight how nostalgia enhances emotional engagement, fosters community through shared memories, and even influences impulsive buying behavior. The comparative analysis suggests that nostalgia marketing is particularly resonant among Millennials and Gen Z generations, demographics that highly value authenticity, emotional connection and digital personalization. The discussion also evaluates the ethical implications of nostalgia-based marketing practices, including emotional manipulation, cultural sensitivity and environmental responsibility. Recommendations are offered for marketers to ethically and effectively apply nostalgic strategies without reinforcing idealized or exclusionary narratives. Ultimately, this conceptual paper proposes an analytical framework for understanding nostalgia marketing, illustrated through four key cases. It advances testable propositions to guide future empirical research on psychological mechanisms, boundary conditions, and ethical implementation.

Incidental similarity arises when two individuals share a trivial connection. Marketing research demonstrates that similarity between a consumer and a brand representative (e.g., salesperson, service associate) increases brand beneficial outcomes, specifically attitudes and purchase intentions. We propose that the elicitation of incidental similarity and its implications may not be exclusive to interpersonal relationships. Drawing on brand relationship theory, we contend that trivial connections that arise between a consumer and a brand may also result in similarly favorable outcomes as those observed when studying incidental similarities between people, such as feelings of connection and interest. Across a series of studies, we demonstrate that eliciting consumer-brand incidental similarity through advertisements increases consumers’ brand interest, an effect that is mediated by self-brand connection. Further, we demonstrate that the perceived novelty of the brand characteristic moderates this effect. Implications for advertising theory and practice are provided.

Purpose This study aims to examine how banks’ brand activism strategies, reactive versus proactive, influence consumers’ attribution of the underlying antecedents behind such activism, and, in turn, affect consumer–brand relationships. Design/methodology/approach Using a scenario-based survey design with two conditions (reactive vs proactive), 418 valid responses were collected from banking consumers. Structural equation modeling was used to test hypothesized relationships. Findings Consumers attributed pragmatic legitimacy, symbolic concession and social currency as antecedents of reactive activism, which increased brand hate and reduced brand evangelism. In contrast, proactive activism was linked to conscientiousness and brand bravery, mitigating brand hate but showing no significant effect on evangelism. Originality/value To the best of the authors’ knowledge, this study is the first to empirically theorize and test consumer-perceived antecedents of brand activism in the banking sector, demonstrating how distinct perceptual pathways shape whether activism is interpreted as proactive or reactive and how these interpretations differentially influence consumer–brand relationships. The findings offer actionable insights for managing consumer perceptions of brand activism.

Influencer marketing in the digital world has turned into a trendy approach that enables businesses to connect with consumers through the voice of reputable figures on platforms such as Instagram, YouTube, and Tik Tok. Conventional advertising was often not relatable, sincere, or trustworthy, which this form of marketing offers. This study aims to explore the impact of influencer marketing on brand perception and consumer engagement. Specifically, it examines the impact of marketing strategies, the type of content, and the reputation of influencers on customer perceptions and brand trust. A primary data gathering method was used in a quantitative study design. One hundred randomly chosen respondents were given a standardized questionnaire. Regression and correlation tests were used in SPSS to evaluate the data, which was gathered via Google Forms, and look at the correlations between the variables. Findings indicate that influencer marketing techniques can account for more than three-quarters of the variance, and they significantly enhance consumer interactions. Furthermore, there is a high correlation between influencer credibility and brand authenticity and trust, and 56.4% of consumers' perceptions are influenced by the sort of material. These results underscore the importance of realistic engaging content when it comes to establishing positive brand relationships. Influencer marketing is one of the most effective tactics to engage with more people and increase brand awareness. By investing in authentic influencer collaborations and numerous content programs, brands are in a more favorable position to foster loyalty and build long-lasting customer relationships.

ABSTRACT Despite growing interest in corporate relocation decisions and sustainability, the existing literature is limited in its consumer‐centric approach. Integrating social exchange theory and construal level theory, this research investigates how consumers perceive sustainability‐driven nearshoring motives (i.e., socio‐economic vs. environmental) and further examines how psychological distance (i.e., spatial and social) shapes consumer gratitude and consumer brand reactions (i.e., willingness to reciprocate and brand avoidance), following a corporate hypocritical event. Based on three preregistered experiments, including a prestudy, we demonstrate that although sustainability motives foster consumer gratitude and willingness to reciprocate, corporate hypocrisy significantly diminishes positive consumer responses when it occurs in a recently nearshored country with lower spatial distance, rather than in a formerly offshored country with higher spatial distance. Interestingly, consumers often disregard corporate hypocritical practices when they occur in a formerly offshored country (vs. a recently nearshored country) or involve brands with a higher (vs. a lower) social distance, uncovering a distance paradox in consumer concern for sustainability. Highlighting the norm of reciprocity generated through nearshoring, with the conditioning role of psychological distance, we shed light on the mechanisms affecting consumer–brand relationships and provide important implications for both research and practice.

The role of social media influencer promotion in initiation and use of cigar, little cigar, cigarillo, and cannabis products among US youth and young adults: Using exogenous marketing exposure measures

Generative artificial intelligence (AI) has powerful content generation capabilities and has disrupted the advertising content production industry. The effects of incorporating AI into consumer-generated advertising (CGA) have not been investigated. Accordingly, we conducted three experiments to explore how incorporating AI into CGA campaigns affects consumer–brand relationship quality (BRQ) and investigated the influence of brand feedback. We observed that when brand feedback is negative, the use of AI in CGA weakens the negative effects on BRQ. When brand feedback is positive, the use of AI in CGA weakens the positive effects on BRQ. Moreover, pride and frustration mediate these effects. Providing disclaimers about AI limitations enhances the effects of positive brand feedback and reduces the effects of negative brand feedback. This research provides valuable insights into the use of AI to empower brands conducting CGA activities. The findings can be extended to brand value co-creation and crowdsourcing strategies.

ABSTRACT Environmental sustainability has become a key concern for governments, businesses, and consumers, driven by growing awareness and knowledge. This study explores the link between Schwartz’s individual values and Green Consumption Values, focusing on coffee consumption among Italian consumers (n = 512). Using a framework of 7 latent variables and 54 manifest variables, the authors apply covariance-based structural equation modeling to analyze the data. The research examines how Green Consumption Values influence consumer–brand relationships through both offline experiences and online activities. The findings show that consumer values significantly affect consumer–brand relationships, which, in turn, shape green intentional behavior.

This study highlights the effects of brand attachment, brand distinctiveness, and consumer attitudes on Kopi Janji Jiwa's brand loyalty for Indonesia, resulting in dealing with product rebranding. The paper provides four hypotheses to investigate the direct and indirect effects of brand attachment on brand loyalty as well as the moderating influence of brand distinctiveness based on the Consumer-Brand Relationship theory and the Theory of Planned Behavior. Data was gathered via a web survey targeted at Kopi Janji Jiwa customers and examined using descriptive and inferential statistics. The findings show that brand loyalty is much enhanced by brand attachment, therefore emphasizing the important part emotional ties play in customer retention during rebranding initiatives. Although consumer attitude does not shield the link between attachment and loyalty, brand distinctiveness has a significant moderating influence; when consumers view the brand as unique, the effect of brand attachment on loyalty is strengthened. The results imply that instead of concentrating just on visual changes, rebranding projects should concentrate on the maintenance and promotion of emotional connections and uniqueness, therefore offering useful guidance for brand managers in the coffee sector as well as others. The study theoretically expands the function of brand distinctiveness as a contextual enhancer of emotional influence and validates the importance of emotional components in consumer-brand relationships, so challenging conventional attitude-based loyalty models and so contributing to branding literature.

ABSTRACT This study explores the relationship between customer experience and brand loyalty with specific reference to Crescent InfoTech in Erode. In today’s competitive IT service environment, delivering a superior customer experience has become a key determinant of long-term business success. The research aims to analyze how factors such as service quality, customer satisfaction, and trust influence customer loyalty toward the brand. A structured questionnaire was used to collect data from customers who have interacted with Crescent InfoTech. The findings indicate that a positive customer experience significantly enhances customer satisfaction and builds trust, which ultimately leads to higher brand loyalty. Customers who perceive consistent service quality are more likely to engage in repeat purchases and recommend the brand to others. The study highlights the importance of focusing on customer-centric strategies to improve retention and competitive advantage. It also suggests that businesses must continuously evaluate customer feedback and service performance. Overall, the research contributes to understanding how customer experience acts as a foundation for building strong and lasting brand relationships in the IT service sector. Keywords: Customer Experience, Brand Loyalty, Customer Satisfaction, Service Quality, Trust, Customer Retention, IT Services, Crescent InfoTech, Erode, CRM, Consumer Behaviour.

ABSTRACT Digitally Native Vertical Brands (DNVBs) operating through direct-to-consumer (DTC) models have opened new market-entry opportunities for small food businesses. The survival of DNVBs highly depends on what other consumers say about them, i.e. positive online word-of-mouth (eWOM). To this end, it is essential to understand the mechanisms that lead consumers to engage in such practices. Through a cross-sectional survey (N = 404), this study is dedicated to understanding the mechanisms by which Corporate Social Responsibility (CSR) communication practices translate into eWOM in food DNVBs, suggesting that social influence and self-image expression mediate the relationship between both variables, based on self-presentation theory and social identity theory. The results show that CSR perception increases consumer’s willingness to produce positive eWOM. This relationship is mediated by consumer psychological factors – namely, social influence and the consumer’s need for self-image expression. Managerial implications and future research directions are also addressed. The proposed model introduces a novel hypothesis that emphasizes the role of CSR as a strategic communication resource, which is an emotional and social anchor, driving consumer engagement and the generation of positive eWOM. This innovative approach broadens our understanding of brand-consumer relationships in the digital environment.