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Effect of Brand Community Commitment on Loyalty and Brand Outcomes in Iranian Samsung Mobile Users
2018International Journal of Behavioral Science, 13 ...
Pool, Amir Khazaei +2 more
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Journal of Marketing Communications, 2012
Although product improvements are usually good news, this research reveals that brands can be affected negatively depending on the level of brand commitment and on the type of communication strategy chosen by the brand. More specifically, this research examines how high-commitment consumers react to product improvements, and how these consumers respond
Amélie Guèvremont, Bianca Grohmann
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Although product improvements are usually good news, this research reveals that brands can be affected negatively depending on the level of brand commitment and on the type of communication strategy chosen by the brand. More specifically, this research examines how high-commitment consumers react to product improvements, and how these consumers respond
Amélie Guèvremont, Bianca Grohmann
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International Journal of Mobile Communications, 2016
This paper contributes to the body of knowledge of brand experience marketing by integrating both satisfaction and affective commitment into one research model. It aims to explore and compare the effects of mobile communication/networking product and service brand experience. A self-report survey was conducted to collect data.
Pi-Chuan Sun, Huei-Shan Lee, Yen-Ting Wu
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This paper contributes to the body of knowledge of brand experience marketing by integrating both satisfaction and affective commitment into one research model. It aims to explore and compare the effects of mobile communication/networking product and service brand experience. A self-report survey was conducted to collect data.
Pi-Chuan Sun, Huei-Shan Lee, Yen-Ting Wu
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Factors Influencing Brand Community Commitment in Social Media: Evidence in Malaysia
International Journal of Research and Innovation in Social ScienceOnline brand communities (OBC) play an important role in influencing others’ customer perception toward a brand. The advance of technology such as social media gives an opportunity to OBC to communicate with other members and give reactions to the brand.
Siti Noor Aishah Mohd Sidik +2 more
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2023
In the modern consumer world, individuals tend to express their intrinsic reactions by prioritizing not only the utilitarian features of products, but also their hedonic and experiential aspects. This has led to an increased interest in brand experience among both industry practitioners and scholars.
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In the modern consumer world, individuals tend to express their intrinsic reactions by prioritizing not only the utilitarian features of products, but also their hedonic and experiential aspects. This has led to an increased interest in brand experience among both industry practitioners and scholars.
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Architectural branding as brand communication: Does it contribute to employees' brand commitment?
Marketing ZFP, 2011Ursula Raffelt +2 more
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Multidisciplinary Reviews
This study investigates the moderating role of environmental commitment in the relationship between green brand communication and the profitability of manufacturing firms. It seeks to explore how a firm’s dedication to environmental sustainability influences the effectiveness of green brand communication strategies in enhancing profit-generating ...
Derrick Nukunu Akude +3 more
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This study investigates the moderating role of environmental commitment in the relationship between green brand communication and the profitability of manufacturing firms. It seeks to explore how a firm’s dedication to environmental sustainability influences the effectiveness of green brand communication strategies in enhancing profit-generating ...
Derrick Nukunu Akude +3 more
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Role of brand love and brand commitment in establishing word of mouth communication
Indian Journal of Public Health Research & Development, 2018Sri Murni Setyawati +2 more
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