Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement

While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, related, concepts, as therefore explored in this article. Drawing on social identity theory service-dominant-logic, study develops tests a model that explores effect customers' credibility, -value congruence, -experience their identification, its subsequent advocacy, -attachment, -loyalty. We also examine potentially moderating role consumers' engagement affecting these relationships. To explore issues, we collected tourist-based survey data. analyze data, used confirmatory factor analysis, followed by structural equation modeling. The findings reveal value experience exercise significant positive effects which, turn, impact attachment, loyalty. Further, shown to moderate factors. conclude outlining key theoretical/practical implications arise from research.