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1-3 of 3 results for brand–lifestyle congruence

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Select article: Exploring the role of brand identification and brand love in generating higher levels of brand loyalty

Available access

Research article

First published April, 2016

Exploring the role of brand identification and brand love in generating higher levels of brand loyalty

Ibrahim Alnawas, Shadi Altarifi

Journal of Vacation Marketing

Select article: What Motivates Consumers to Continue Using Over-the-top (OTT) Apps? An Interplay of Social Identity and Gratifications

Available access

Research article

First published 2026

What Motivates Consumers to Continue Using Over-the-top (OTT) Apps? An Interplay of Social Identity and Gratifications

Jayanthi Thanigan, Utkarsh

FIIB Business Review

Select article: Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context

Open access

Research article

First published November, 2024

Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context

Sandra Maria Correia Loureiro, Áurea Rodrigues, Catarina Martins

Journal of Creative Communications

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