Marketing Intelligence & Planning: Volume 39 Issue 6

Gen Y consumers' brand loyalty: a brand romance perspective

Dilan Tharindu Rathnayake

As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from the brand romance perspective…

The influence of gender stereotyping and issue advocacy on consumer sentiment

Nina Sissel Lucka, Fabio Caldieraro, Marco Tulio Zanini

This study explores the effect of gender stereotyping and issue advocacy on consumer sentiment toward advertising and brands.

The role of psychological contract violation in shaping spurious loyalty

Ya Zhang, Jing Zhang

This study explores the impact of brand's psychological contract violation on customers' spurious loyalty, via the mediating effects of customers' brand commitments (affective…

Social distancing behavior during COVID-19: a TPB perspective

Tyson Ang, Shuqin Wei, Denni Arli

In responding to the Coronavirus (COVID-19) pandemic, drastic public health measures such as social distancing and lockdowns have been implemented across the globe to slow the…

Community experience promotes customer voice: co-creation value perspective

Bingcheng Yang, Hongyan Yu, Yu Yu, Miaoling Liu

Based on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement…

Consumers' psychological reactance and ownership in in-game advertising

Gunjan Malhotra, Sita Mishra, Garima Saxena

The study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between…

How nostalgia forges place attachment and revisit intention: a moderated mediation model

Heetae Cho

Analyzing sport fans' emotions has attracted much attention and offered important implications for research on sport consumer behavior. As such, diverse emotional factors have…