PurposeUpon extending Hoffman and Novak's flow model, this paper aims to delineate the blogging motivations with an emphasis of flow mediation to predict blogging behaviors. Three objectives are to: identify determinant dimensions of blogging motivations, behaviors and flow; investigate the hypothesized relationships between blogging motivations, blogging behaviors with the mediation of flow; and control the moderating effect of individual differences (i.e. blogger and blog reader) to disperse their blogging behaviors.Design/methodology/approachUsing the self‐administered questionnaire, the data (n=432) are collected from students at a public Southwestern university in the USA. Exploratory and confirmatory factor analysis using AMOS 7.0 identifies and validates the measurement model prior to examining the hypothesized relationships. To test the hypothesized relationships, structural equation modeling (SEM) analysis is employed in addition to the multi‐group SEM analysis to scrutinize the moderate effects of blog ownership.FindingsThe findings reveal that the desire for entertainment, information, and efficiency are the primary drivers for blogging behaviors. Specifically, information‐seeking is the decisive motivation to urge digital engagement and e‐shopping behaviors concurrently. This study concludes that telepresence of flow plays a pivotal mediating role to promote both digital engagement and e‐shopping behavior stirring entertainment and information‐seeking motivations. Interestingly, there are disparities between blogger and blog‐reader groups that entail divergent mediating effect of telepresence.Research limitations/implicationsGiven the preliminary nature of this approach, there are some limitations as follows: the convenience sampling limits the generalizability of the research; the individual factors as well as social and cultural factors in a global context need to counter why the majority of internet users do not participate in blogging.Originality/valueBlogging provides distinctive insight into comprehending e‐consumer behavior explicitly with respect to social networking and information searching behaviors while facilitating a state of flow. This approach allows e‐service providers' and researchers' efforts to be more effective and approachable in comprehending the phenomenon through the application of the appropriate theoretical platform.

Purpose – The purpose of this paper is to examine how sensory, cognitive, affective experiences affect relational brand experience in regards to different channels (i.e. online vs store), how relational brand experience influences brand awareness and brand loyalty. Design/methodology/approach – By employing self-administered questionnaires, the data on 393 respondents were collected from students enrolled at a major southwestern university in the USA. The moderation regression analysis was conducted to test the hypotheses and propositions. Findings – The study supports most of the hypotheses and propositions regarding the impacts of brand experiences on brand resonance in multi-channel retailing. The moderating effects of channel type are founded in relationships between sensory experience, affective experience and relational experience. Further, relational experience impacts on brand awareness and loyalty in any channel. Research limitations/implications – Given the exploratory nature of this approach, there are methodological limitations in generalizing research findings. However, the study solidifies the branding theory by understanding the multi-dimensional brand experience, and moderating effects of channel type enrich brand experience managements in the multi-channel retailing for fashion brands. Practical implications – This study implies that relational experience through sensory, affective and cognitive brand experiences in multiple-channel setting has a huge business potential to concrete consumer and brand value. Originality/value – This study substantiates the robust effects of brand experiences on brand resonance and the causal structure of multi-dimensional aspects of brand experiences in conjunction with the moderating effect of channel type.

Purpose -This study aims to exploit the match-up effect to fashion collaborations by distinguishing the consumers' fit association at a cognitive and attitudinal level. It seeks to investigate the mediating role of the match-up perception by identifying the antecedents of match-up perception and the attitude formation in co-marketing alliance. Design/methodology/approach -A total of 273 Korean women were surveyed to compare the product/brand associations, and assess the level of match-up perception and overall attitude toward the two fictitious co-marketing alliance cases. Findings -The study argued that the match-up perception mediated between framing criteria and the attitude toward co-marketing alliance. Usage situation, user identity, and perceived brand equity were valuable factors in the perception of alliance match-up. This match-up perception at a cognition level is a necessary condition prior to consumer attitude at an attitudinal level.Research limitations/implications -The research stimuli are limited to two fictitious alliance cases. Expanding cases to diverse product categories and brands' stimuli enhances the empirical validity. The cross-cultural approach with diverse regions is further considered for enhancing research reliability. Originality/value -The study exhibits an innovative fashion collaboration phenomenon. On empirically demonstrating the mediating effect of match-up perception in the context of co-marketing alliance, the study suggests the theoretical and practical insights in the Korean and global fashion industries.