Brand loyalty: Exploring self-brand connection and brand experience

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Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers (2019, background): “The experiential elements include sensory, affective, behavioral, and intellectual (van der Westhuizen, 2018), which together reflect the overall degree of brands which are experienced by consumers (Brakus et al., 2009).”
Brand experience effects on brand attachment: the role of brand trust, age, and income (2019, background): “Consumers experience brands in any situation of direct or indirect interaction with a branded product or service (Brakus et al., 2009; Kruger, 2018; Morgan-Thomas and Veloutsou, 2013; Schmitt et al., 2015, Trudeau and Shobeiri, 2016).”
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Westhuizen (2018) asserts the positive relationship between self-brand connection and brand experience (affection).”
Self-identification with a heritage tourism site, visitors’ engagement and destination loyalty: the mediating effects of overall satisfaction (2019, background): “The marketing literature provides significant empirical evidence that confirms the positive relationship between self-identification and loyalty (Kwon & Mattila, 2015; van der Westhuizen, 2018).”