Results 241 to 250 of about 636,163 (280)

Consumer Advocacy for Luxury Brands

Australasian Marketing Journal, 2018
This paper explores consumer advocacy for luxury brands in relation to brand satisfaction, brand loyalty and luxury brand attachment. Data were collected from an online consumer panel ( n = 393) in Australia and were analysed through structural equation modelling.
Shimul, A., Phau, Ian
openaire   +2 more sources

Facebook ‘friendship’ and brand advocacy

Journal of Brand Management, 2012
This study tests hypotheses integrating relational aspects of social networks, self-expressive brands and consumers’ brand advocacy. We explore the relationship between homophily and social ties, and the extent to which strong ties are associated with Facebook users’ incorporation of self-expressive brands in their personal profiles by ‘Liking’ them ...
Elaine Wallace, Isabel Buil, Leslie de Chernatony   +2 more
openaire   +1 more source

Brand Advocacy no Setor da Moda [PDF]

The fashion sector, characterized by constant innovation, rapid trend changes, and the strong symbolism associated with brands, has undergone profound transformations with digitalization and the expansion of e-commerce. In this context, understanding the factors that lead consumers to develop emotional and behavioral bonds with brands, ultimately ...
Soares, Inês Carolina Vasconcelos
core   +3 more sources

Online brand advocacy for sustainable brands: a study in an emerging market

Management & Sustainability: An Arab Review, 2022
PurposeThe main aim of this study is to integrate the theory of planned behavior (TPB) to examine consumers' intention to advocate for sustainable brands, whilst incorporating the moderating role of pro-environmental self-identity. Consumer sustainability orientation is also added as an antecedent for attitudes to determine the degree to which ...
Nour Adham Abdelrazek, Noha El-Bassiouny
openaire   +1 more source

Emotional attachment: a bridge between brand reputation and brand advocacy

Asia-Pacific Journal of Business Administration, 2022
PurposeThis study aims to identify and examine the effect of brand reputation on brand advocacy by evaluating the mediating effect of emotional attachment. The study also tests the relationships by appraising the moderating effect of experience and price perception.
Arash Ahmadi, Afsoon Ataei
openaire   +1 more source

Customer's Transition from Conventional Brand Advocacy to Online Brand Advocacy: A Comprehensive Review

Indian Journal of Marketing
Purpose : This research paper explored the evolution of brand advocacy, focusing on the shift from conventional brand advocacy dominated by traditional word-of-mouth (WOM) to online brand advocacy (OBA) reflected in the user-generated content (UGC).
Sabeena Yousuf, Saiyed Wajid Ali
openaire   +1 more source

Masstige consumption, brand happiness, and brand advocacy: A service perspective

International Journal of Consumer Studies, 2023
AbstractDespite the call in literature, the masstige brands in the service industry remain unexplored exposing an important literature gap. This study employed the masstige theory to explore and conceptualize luxury service brands. An initial pre‐test study was used to identify the masstige brands in the service category.
Sonal Purohit, Vibha Arora, Karan Nilesh Radia   +2 more
openaire   +1 more source

A surname brand effect explanation for consumer brand preference and advocacy

Journal of Product & Brand Management, 2013
Purpose– A lack of empirical evidence currently exists verifying name similarity effects on brand level choice and behavior. This research aims to test for and document the existence of a surname brand preference effect – whether individuals with surnames that match the names of brands prefer them more than other brands and behave in a manner ...
Daniel Howard, Roger Kerin
openaire   +1 more source

Employee Advocacy in Employer Branding

In this age of digital literacy, with dynamic workplace requirements, availability of multiple employment options, and hybrid work environments, employer branding is a vital step to be taken. This hyper-connected world is the ideal opportunity for an employer's survival, growth, and profitability, for which employer branding is a key strategy, a main ...
Sania Arif, Maryam Saleem
openaire   +1 more source

Advocacy participation and brand loyalty in virtual brand community.

2014
peerReviewed
Munnukka, Juha, Uusitalo, Outi, Jokinen, Elisa   +2 more
openaire   +2 more sources