Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

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Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector (2019, background): “…between brand and customer due to a myriad of approaches, from event marketing to product cocreation, but also through interactions among customers around a brand, due to brand communities, both virtual and physical (He et al., 2012; Stokburger-Sauer et al., 2012; Tuskej & Podnar, 2018).”