Results 11 to 20 of about 636,163 (280)
Customer advocacy and brand development [PDF]
Journal of Product & Brand Management, 2006 PurposeThe purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature.Design/methodology/approachThe paper reviews recent analysis of the value and vulnerabilities of brands and branding in order to understand why customer advocacy is becoming an attractive strategic ...
Lawer, Christopher, Knox, Simon
openaire +4 more sources
Frontiers in CommunicationThis study aims to examine the relationships of socially responsible image and perceived brand authenticity on brand advocacy within the framework of the mediating role of brand pride.
Aysun Varan, Aslıhan Bekaroğlu Özatar
doaj +2 more sources
Antecedents of brand advocacy in online food delivery services: An empirical investigation [PDF]
Innovative Marketing, 2022 Building a solid relationship between a brand and customers has become increasingly prevalent in a firm’s marketing strategy. It has led to a broader and deeper exploration of developing customer relationships by industry practitioners and academic ...
Oranich Kumgliang, Anon Khamwon
doaj +1 more source
Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2021 Purpose: This paper aims to test the claimed influence of Experiential Marketing (EM) on consumers' purchasing intentions of smartphones. The study also examines the mediating roles of customer satisfaction, brand loyalty, brand advocacy, and brand ...
Hend Hassan, Ahmed Abdelkader
doaj +1 more source
Customer relationship management for brand commitment and brand loyalty [PDF]
, 2015 This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector.
Wali, Andy Fred +2 more
core +3 more sources
Negative brand beliefs and brand usage [PDF]
, 2008 This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for measuring brand beliefs with respondents who were ...
Romaniuk, Jenni, Winchester, Maxwell
core +7 more sources
PLoS ONE, 2023 PurposeDespite the potential for businesses, our understanding of lovemark brands and their consequences is limited. Numerous psychological and brand-related consequences are linked to lovemarks, but the role of influential underlining mechanisms is not ...
Nayab Javed +3 more
doaj +2 more sources
Knowledge Graph Construction for Social Customer Advocacy in Online Customer Engagement
Technologies, 2023 The rise of online social networks has revolutionized the way businesses and consumers interact, creating new opportunities for customer word-of-mouth (WoM) and brand advocacy.
Bilal Abu-Salih, Salihah Alotaibi
doaj +1 more source
Advocacy participation and brand loyalty in virtual brand communtity [PDF]
, 2014 Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through ...
Uusitalo, Outi +3 more
core +4 more sources
STUDI MENGENAI CITY BRANDING KOTA YOGYAKARTA SEBAGAI KOTA PELAJAR DI INDONESIA
Matrik, 2019 Penelitian ini bertujuan untuk menganalisis pengaruh attitude toward brand, brand uniqueness, dan brand personality terhadap self-brand connection serta pengaruh self-brand connection terhadap brand advocacy.
Steffanie Yu, Ari Setiyaningrum
doaj +1 more source