Abstract/Description
The continuous increase in the number of social media user provide evidence that user have emotion-based attachment (EBA) with apparel brands on social media. We want to examine how EBA on social media creates CBBE. The purpose of this paper is to develop an understanding of social media platform based on apparel brands.
This paper wants to explore how emotional brand attachment on social media platforms creates CBBE through consumer satisfaction and brand credibility. The data is collected from 300 social media users through an online questionnaire for empirical testing.
Keywords
Emotional Brand Attachment, Brand Credibility, Consumer Satisfaction, Consumer-Based Brand Equity
Track
Marketing
Session Number/Theme
Marketing - Session I
Session Chair
Dr. Jawaid A. Qureshi
Start Date/Time
14-6-2025 10:55 AM
End Date/Time
14-6-2025 12:35 PM
Location
MCC -13 Ground Floor, AMAN CED Building
Recommended Citation
Majid, A. (2025). Exploring the Effect of Emotional Brand Attachment on Brand Credibility, Consumer Satisfaction, and the Mediation Effect of Brand Credibility and Consumer Satisfaction on Consumer-Based Brand Equity. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/92
Included in
Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, E-Commerce Commons, Fashion Business Commons, Management Sciences and Quantitative Methods Commons, Marketing Commons
Exploring the Effect of Emotional Brand Attachment on Brand Credibility, Consumer Satisfaction, and the Mediation Effect of Brand Credibility and Consumer Satisfaction on Consumer-Based Brand Equity
MCC -13 Ground Floor, AMAN CED Building
The continuous increase in the number of social media user provide evidence that user have emotion-based attachment (EBA) with apparel brands on social media. We want to examine how EBA on social media creates CBBE. The purpose of this paper is to develop an understanding of social media platform based on apparel brands.
This paper wants to explore how emotional brand attachment on social media platforms creates CBBE through consumer satisfaction and brand credibility. The data is collected from 300 social media users through an online questionnaire for empirical testing.
