This paper aims to analyze the most relevant direct-antecedents of brand loyalty in the chemical emulsion industry. The purpose of the study is to find the crucial antecedents for chemical buyers; therefore, the paper contributes to business practitioners in managing customer loyalty, particularly in the chemical emulsion industry. Some hypotheses are exercised to get the finding, and this research employs the SEM-Lisrel 8.70 software program to process a total of 140 samples from the field. The respondent's industries are varied, such as coating, paper, textile, wood panel, putty, printing, and furniture. The main finding is the buyer's concern with products, services, and satisfaction; rational quality aspects become a brand identity. Images and activities associated with the brand do not affect loyalty.

The purpose of this study is to classify the nexus between message appeal (sensual vs. guilt message) via Facebook posts and customers' willingness to pay a premium price. Moreover, to recognize the environmental concerns as a mediator in the nexus between the message appeal and customers' willingness to pay a premium price. This research gained the needed data collected from the academic and administrative staff of the middle east university in Jordan, the sample consisted of 284 participants who have experience with the restaurant that supports the sustainability initiatives. An experimental research design has been developed with one study. A fictitious restaurant has been used in this study, and a fictitious Facebook page has been created to build the sensual and guilt messages posts to expose the participants to. SPSS ver. 23 software has been utilized regarding the study and to gain the intended goals. The results revealed that the customers have a greater willingness to pay a premium and levels of environmental concerns adoption when they are exposed to the stimuli that express the sensual massage then guilt message, environmental concerns played a mediator role on the relationship, and generation is a moderator.