Results 291 to 300 of about 2,297,855 (333)

The role of passengers’ involvement in cause related marketing: Moderated mediation effects of brand attitude and brand consciousness in the airline industry

International Journal of Sustainable Transportation, 2021
Airline companies have implemented cause related marketing (CRM) to contribute to sustainable development and gain competitive advantage in the market providing identical services and products.
Soojung Kim, Ji-yeon Jang, Insin Kim
semanticscholar   +1 more source

Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook

Young Consumers, 2021
Purpose The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand
Sambashiva Rao Kunja, Arvind Kumar, Bramhani Rao   +2 more
semanticscholar   +1 more source

Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions

, 2021
Purpose Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and shared by consumers.
J. Hong, Jie Yang, Barbara Ross Wooldridge, A. Bhappu   +3 more
semanticscholar   +1 more source

Attitude, repurchase intention and brand loyalty toward halal cosmetics

Journal of Islamic Marketing, 2023
Purpose This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the consumer’s attitude toward halal cosmetics.
Khalil Hussain, Muhammad Shahzeb Fayyaz, A. Shamim, A. Z. Abbasi, Sana Jawed Malik, M. Abid   +5 more
semanticscholar   +1 more source

Sponsorship: Impact on Brand Awareness and Brand Attitudes

Social Marketing Quarterly, 2002
Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations.
Geoffrey Jalleh, Robert J. Donovan, Billie Giles-Corti, C. D'Arcy J. Holman   +3 more
openaire   +1 more source

Store brand and national brand promotion attitudes antecedents

Journal of Business Research, 2011
Abstract Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different conceptual antecedents.
Manzur Mobarec, Enrique, Olavarrieta Soto, Sergio, Farías Nazel, Pablo, Hidalgo Campos, Pedro, Uribe Bravo, Rodrigo   +4 more
openaire   +2 more sources

Marketing a health Brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention

Health Marketing Quarterly, 2020
This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as potential moderating effects of SNS use.
Yen-I Lee, Joe Phua, Tai-Yee Wu
semanticscholar   +1 more source

The effects of brand hearsay on brand trust and brand attitudes

Journal of Hospitality Marketing & Management, 2019
Utilizing Grace and O’Cass’s Service Brand Verdict (SBV) framework, this research suggests that brand hearsay (i.e., advertising/promotion, word-of-mouth, and non-paid publicity) affects brand trus...
Eun-Jung Kim, Soon-Ho Kim, Yong-Ki Lee
openaire   +1 more source

The Effect of Brand Attitude and Brand Image on Brand Equity

Journal of Marketing Theory and Practice, 2001
Brand equity has been criticized by some for an alleged lack of managerial relevance. This paper reports a study which operationalizes brand equity and empirically tests a conceptual model adapted ...
James B. Faircloth, Louis M. Capella, Bruce L. Alford   +2 more
openaire   +1 more source

Brand experience and brand attitude: examining a credibility-based mechanism

Marketing Intelligence & Planning, 2019
Purpose The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility.
Tahmid Nayeem, Feisal Murshed, A. Dwivedi   +2 more
semanticscholar   +1 more source