Cited by

• 2019The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement691 cited
• 2021Understanding influencer marketing: The role of congruence between influencers, products and consumers664 cited
• 2015Exploring the Implications of Virtual Reality Technology in Tourism Marketing: An Integrated Research Framework639 cited
• 2020Brand activism: Does courting controversy help or hurt a brand?340 cited
• 2019Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media339 cited
• 2011Symbolic consumption of tourism destination brands336 cited
• 2011Achieving brand loyalty through sponsorship: the role of fit and self-congruity320 cited
• 2018Self-congruity theory in consumer behavior: A little history284 cited
• 2016A brand preference and repurchase intention model: the role of consumer experience264 cited
• 2021Marketing research on Mobile apps: past, present and future245 cited
• 2015Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions215 cited
• 2018Consequences of customer engagement and customer self-brand connection210 cited
• 2022Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward200 cited
• 2019‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love191 cited
• 2015Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty172 cited
• 2020The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention169 cited