We present an integrative review of existing marketing research on mobile apps, clarifying
and expanding what is known around how apps shape customer experiences and value …

This research presents and validates a framework, which illustrates how to motivate
consumers to engage with branded mobile applications, or apps. The framework shows that …

Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand
loyalty while driving a series of important brand-related outcomes (ie brand advocacy, social …

Brand managers increasingly incorporate influencer marketing in their marketing strategies,
but methods for evaluating the effectiveness of influencers and choosing the best …

This research aims to test the power of brand attribute associations and emotional consumer-brand
relationship (E-CBR) as drivers of the intention to purchase brand extensions, while …

Purpose Although international product-harm crises have become more common, the
influence of the country image (CI) associated with foreign goods in such crises remains under …

Purpose The purpose of this paper is to examine the extent to which Indian consumers of
different demographic groups vary in terms of shopping mall visits (frequency of visit, hours …

This study explores the links between the drivers of love towards traditional luxury brands
and the key outcomes of these. In more detail, we use the stimulus – organism – response (…

This study investigates two decision‐making paths that underpin the continued use of branded
apps. One path originates from past use of a category of apps and leads to continued use …

In the past decade, academics have given special attention to the topic of brand-customer
relationships, and introduced numerous constructs to describe the role of emotional …