Journal of Personal Selling and Sales Management,
Journal Year:
2023,
Volume and Issue:
43(4), P. 270 - 288
Published: Sept. 18, 2023
AbstractBrand
relationships
influence
human
attitudes,
intentions,
and
behaviors.
While
past
research
has
generously
explored
this
idea
in
the
customer
context,
less
role
brand
play
context
of
frontline
employees
or
salespeople.
much
literature
can
be
used
to
inform
our
understanding
salesperson-brand
relationships,
there
are
nuances
being
an
employee,
specifically
a
salesperson,
that
have
left
many
questions
unanswered.
Consequently,
state
domain
is
warranted
better
understand
how
future
grow
critical
stream.
The
current
identifies,
reviews,
synthesizes
52
relationship
articles.
A
comprehensive
summary
common
constructs
(e.g.
identification,
attachment)
employed
supplemented
with
social
network
analysis.
To
encourage
more
domain,
we
then
summarize
themes
pervade
identify
plethora
opportunities
both
established
domains
increase
effort)
new
frontiers
exploring
dark
side
salespeople-brand
relationships).Keywords:
Brandbrand
identificationbrand
attachmentsalespersonreview
Notes1
For
detailed
explanations
terms
centralities
see
Table
A1
(Web
appendix),
Borgatti,
Everett,
Johnson
Citation2018,
Iacobucci
et
al.
Citation2017.
Advances in social networking and online communities book series,
Journal Year:
2024,
Volume and Issue:
unknown, P. 113 - 130
Published: April 5, 2024
The
analysis
suggests
that
the
application
of
sustainability
concept
underpinning
framework
resilient
branding
(FRB)
has
a
significant
impact
on
business
in
contemporary
markets,
which
is
supported
by
authors'
prior
narrative,
examination,
and
systematic
reflections.
study's
practical
to
combine
sustainable
marketing
improve
performance
with
psychological
capital
theory,
emphasizes
fostering
optimism
personality
where
system
dynamic
model
for
sigmoid
action
resilience
brand
equity
Heise
used
better
results.
Future
research
should
consider
suggested
theories
as
worthwhile
topics.
International Journal of Consumer Studies,
Journal Year:
2023,
Volume and Issue:
48(1)
Published: Dec. 1, 2023
Abstract
Researchers
have
increasingly
explored
various
aspects
of
mobile
payment
in
the
past
two
decades,
including
different
systems
(MPS),
stakeholders,
and
related
research
contexts.
However,
existing
literature
reviews
are
limited
to
user
adoption,
overlooking
importance
understanding
other
key
such
as
retailers
MPS
providers,
post‐adoption
behaviors.
To
address
this
gap,
comprehensive
review
examines
exhaustive
310
studies
using
theory‐context‐characteristics‐methods
framework,
providing
insights
into
all
stakeholders
contexts
studied.
The
findings
highlight
need
for
further
areas
peer‐to‐peer
payment,
adoption
lower‐income
countries,
discontinuance
behavior,
socioeconomic
impact,
consumer
privacy
issues.
Additionally,
study
suggests
expanding
scope
include
emerging
options
like
buy
now
pay
later
facial
recognition
system
(FRPS).
This
contributes
valuable
proposes
future
directions
studies.
The Journal of Marketing Theory and Practice,
Journal Year:
2024,
Volume and Issue:
unknown, P. 1 - 28
Published: July 25, 2024
Research
on
the
positive
emotions
that
consumers
develop
toward
brands
is
well-established
in
marketing
literature.
Studies
negative
consumer
have
been
relatively
new
but
growing.
In
this
paper,
we
report
findings
from
a
systematic
literature
review
one
of
these
emotions,
brand
hate.
We
identify
antecedents
and
possible
consequences
hate,
comment
strands
come
to
define
hate
date,
methodologies
used
examine
relationships.
offer
conceptual
model
views
as
mediational
influence
outcomes.
theoretical
foundations'
researchers
anchors
their
studies
promising
questions
for
future
research
issues.
Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2025,
Volume and Issue:
unknown
Published: March 13, 2025
Purpose
Brand
love
and
addiction
reflect
two
levels
of
commitment
to
the
relationship
between
consumer
brand.
The
usual
assumption
is
that
brand
positive
negative.
Yet,
this
always
case?
This
study
investigates
an
alternative,
more
nuanced
view
where
can
be
both
Different
conditions
are
studied
assess
alternative
view,
considering
harmonious
passion,
obsessive
possession,
for
material
possessions
after
a
scandal.
Design/methodology/approach
involved
survey
417
respondents
in
Vietnam.
We
employed
two-stage
approach
test
validity
reliability
measurement
model
structural
equation
modeling
(SEM)
proposed
hypotheses.
further
analyzed
mediation
effects
using
bootstrapping
method.
Findings
findings
support
our
types
passion
positively
influence
addiction.
Further,
we
find
has
negative
outcomes.
Similarly,
These
relationships
demonstrated
considering,
particular,
outcomes:
scandal
possessions.
show
have
similar
mediating
roles.
Originality/value
current
challenges
assumptions
Interestingly,
shows
that,
under
many
circumstances,
operates
similarly
vice
versa.
Therefore,
suggest
nuanced,
comprehensive
viewpoint
on
their
with
emotional
attachment
behavior.
Psychology and Marketing,
Journal Year:
2025,
Volume and Issue:
unknown
Published: April 9, 2025
ABSTRACT
Product
differentiation
is
essential
to
attract
consumers.
Besides
functional
brand
characteristics,
symbolic
traits
like
personality
are
a
value‐adding
tool
for
marketers.
While
extant
research
has
examined
the
relationships
between
and
its
antecedents,
an
extended
contemporary
review
lacking.
Building
on
seminal
meta‐analysis
by
Eisend
Stokburger‐Sauer
(2013a)
consumer‐brand
relationship
theory,
this
study
employs
meta‐analytical
techniques
synthesize
past
findings
antecedents
of
personality.
A
significant
increase
in
relevant
studies
opportunity
test
potential
moderators
demand
improved
meta‐analysis.
The
updated
covers
95
papers
spanning
28
years
(1997–2024)
total
1441
effect
sizes.
yield
new
empirical
generalizations,
comparisons
across
brand‐personality
dimensions,
insights
into
changes
over
time.
results
moderator
analysis
indicate
that
consumer
stronger
antecedent
collectivist
(vs.
individualistic)
cultures
high‐self‐signaling
products
(i.e.,
permit
consumers
build
express
their
self‐image
through
choices).
Branding
effects
experience
search)
cultures.
In
addition,
product
design
students
products.
provide
managers
with
building
suggest
important
directions
further
research.
Sustainability,
Journal Year:
2025,
Volume and Issue:
17(9), P. 4124 - 4124
Published: May 2, 2025
Generation
Z
is
emerging
as
a
powerful
force
in
shaping
global
consumer
behavior,
particularly
the
market
of
digital
and
technological
products.
This
study
examines
how
specific
branding
dimensions,
such
online
brand
experience,
engagement,
image,
trust,
loyalty,
awareness,
behavioral
intention,
knowledge,
influence
Gen
Z’s
purchase
emphasizing
sustainable
consumption.
Sustainable
consumption,
this
context,
refers
to
preference
for
tech
products
that
minimize
environmental
impact
through
eco-friendly
design,
energy
efficiency,
responsible
sourcing.
Using
quantitative
approach,
cross-sectional
research
explores
effects
knowledge
on
purchasing
newly
launched
align
with
sustainability.
Data
were
collected
from
sample
using
combination
convenience
systematic
sampling,
multiple
regression
analysis
identified
most
significant
predictors
intention.
The
results
indicate
loyalty
play
crucial
roles,
having
greater
while
awareness
also
contribute.
However,
engagement
intention
have
weaker
effects.
These
findings
suggest
brands
targeting
should
prioritize
building
strong,
trustworthy,
engaging
presence
highlighting
their
sustainability
efforts,
when
consumers
favorable
interactions
brand,
perceive
its
image
positively,
trust
it,
feel
loyal
they
are
more
likely
consider
offerings.
enhances
understanding
behavior
offers
insights
businesses
seeking
foster
consumption
by
importance
developing
marketing
strategies
strengthen
cultivate
clearly
communicate
values,
content,
transparent
messaging,
eco-conscious
branding,
effectively
among
environmentally
conscious
digitally
driven
generation.
Journal of Product & Brand Management,
Journal Year:
2023,
Volume and Issue:
33(4), P. 419 - 435
Published: Oct. 26, 2023
Purpose
This
study
aims
to
explore
and
extend
the
consumer–brand
relationship
literature
by
integrating
relatively
new
construct
of
brand
coolness
with
a
growing
body
work
on
gratitude.
Specifically,
gratitude
is
explored
alongside
emotional
attachment
as
an
additional
mechanism
affecting
between
cool
brands
loyalty
outcome
repurchase
intention.
Consumption
context
examined
boundary
condition
effect
Design/methodology/approach
Data
was
collected
from
online
survey
Qualtrics
panel
356
US
consumers.
A
moderated
mediation
model
used
explain
effects
intention
via
in
moderating
presence
consumption
context.
Findings
Brand
significantly
increases
Furthermore,
are
established
parallel
mediators
intention,
exhibiting
stronger
mediated
effect.
The
impact
social
visibility,
publicly
consumed
stimulating
greater
than
their
privately
counterparts.
Originality/value
shown
influence
independent
exerted
consumers’
attachment.
Cognitive
appraisal
theory
distinguish
other
studied
relationships.
establish
visibility
