Results 231 to 240 of about 636,163 (280)

The effect of social media interaction on consumer engagement: The role of psychological ownership. [PDF]

PLoS One
Yin Y, Han C, Chen Y.
europepmc   +1 more source

Developing brand advocacy through brand activities on Facebook

Journal of Consumer Marketing, 2021
Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between ...
Youngtae Choi
exaly   +4 more sources

Professor Brand Advocacy: Do Brand Relationships Matter?

Journal of Marketing Education, 2010
The trend among students to advocate their professors online continues to generate interest within marketing academia. Brand advocacy in products and services has played a vital role in marketing. However, no known research to date has embraced the idea of brand advocacy in marketing education.
Ravi K. Jillapalli, James B. Wilcox
openaire   +2 more sources

Exploring online destination brand advocacy [PDF]

Tourism Recreation Research, 2021
This paper explores online brand advocacy (OBA) in a tourism destination context. Through a Social Influence Theory lens, it explores the ways in which residents and overseas tourists discuss Australia as a destination brand on social media. By analyzing a big dataset of social media user-generated content (UGC), this study sought to identify the key ...
Violetta Wilk, Saalem Sadeque, Geoffrey N. Soutar   +2 more
openaire   +3 more sources

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Effect of interactivity and congruence on brand advocacy and brand acceptance

Arts and the Market, 2019
Purpose The purpose of this paper is to examine the combined effect of game-interactivity and game-product congruence on consumers’ brand advocacy and brand acceptance in the context of in-game advertising. Design/methodology/approach A 2 (interactivity: high or low)×2 (game-product congruence: high or low) between-subject measures design is used ...
Devika Vashisht
exaly   +2 more sources

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model [PDF]

Marketing Intelligence and Planning, 2023
Purpose: This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.
Ian Phau, Anwar Sadat Shimul
exaly   +3 more sources

City Branding: Investigating a Brand Advocacy Model for Distinct Segments

Journal of Hospitality Marketing and Management, 2014
The competitiveness of cities as tourist destinations heavily relies upon building unique brand image and identity, providing memorable brand experiences, and developing positive word-of-mouth (WOM) brand advocacy. This study integrates key brand associations (cognitive, affective, and personality) in a city brand advocacy model and examines their ...
Seyhmus Baloglu
exaly   +2 more sources

Place branding: creating self‐brand connections and brand advocacy

Journal of Product & Brand Management, 2012
PurposeThe purpose of this research is to investigate how branding theories can be applied to place branding. It aims to examine how internal stakeholders, specifically a city's residents, are fundamental in the brand‐building process.Design/methodology/approachA conceptual model with a theoretical basis in the branding literature is developed to ...
Elyria Kemp, Carla Y. Childers, Kim H. Williams   +2 more
openaire   +1 more source