BRAND EXPERIENCE UNTUK MEMPREDIKSI BRAND ATTITUDE PADA KONSUMEN SPORTING BRAND
Jurnal Bisnis dan Akuntansi, 2021 The purpose of this research is to examine whether 1a) sensory brand experience, 1b) affective brand experience, and 1c) behavioral brand experience can predict behavioral brand attitude. 2a) sensory brand experience, 2b) affective brand experience, and 2c) behavioral brand experience can predict cognitive brand attitude.
JONATHAN WILSON CHANDRA, KENI KENI
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Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance [PDF]
International Journal of Hospitality Management, 2019 This paper develops a multi-disciplinary measure of the brand signature construct by means of literature review and primary data analysis. This study explains that brand signature involves (i) endorsement of consistent consumer attitude toward diffusion of a brand name and brand logo (consists of typeface, design, and color); (ii) the expression and ...
P. Foroudi
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The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry. [PDF]
Int J Environ Res Public Health, 2022 This study was designed to understand the relationships among the experience economy, brand attitude, and brand loyalty based on the type of service providers, such as robot servers and human servers in the restaurant industry.
Hwang J +4 more
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Effects of Celebrity Characteristics, Perceived Homophily, and Reverence on Consumer-Celebrity Para-Social Interaction and Brand Attitude. [PDF]
Front Psychol, 2021 This research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI). Online surveys were utilized to collect data from consumers. The results based
Zhang K, Zhang M, Li C.
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The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude. [PDF]
Int J Environ Res Public Health, 2020 This study investigates the impact of green brand affect on green purchase intentions and explores the mediation effects of green brand attitude and green brand associations by means of the structural equation model (SEM). There is no previous literature
Chen YS, Chang TW, Li HX, Chen YR.
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Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions. [PDF]
BMC Public Health, 2020 Most studies on social influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods.
Folkvord F, Roes E, Bevelander K.
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Influence of corporate social responsibility and brand attitude on purchase intention
Spanish Journal of Marketing - ESIC, 2023 Purpose This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their ...
H. A. Dimuthu +2 more
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Journal of Promotion Management, 2023 Brand communication via social media influencers (SMIs) has become a vital constituent of firms’ brand communication strategy. The current study assesses the mediated (via brand content engagement) and direct influence of SMI attributes and brand content
I. Mir, J. Salo
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International Journal of Data and Network Science, 2023 The rapid growth of social media platforms has revolutionized marketing communications, and the recent trend of how people use social media led to the inception of the term "influencer marketing" as an increasingly popular approach for brands across ...
lu'ay Al-Mu'ani +3 more
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How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention
Journal of Advertising, 2021 We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab ...
Freya De Keyzer +2 more
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