The effect of brand community on brand characteristics [PDF]
مدیریت بازرگانی, 2014 The current research aims to examine the effect of brand community on brand characteristics.The model of this research has been formed with using variables including brand community identification, brand community commitment, brand identification, brand ...
Akram Eghbali +2 more
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Journal of Theoretical and Applied Electronic Commerce Research, 2021 Although online communities with a supportive climate encourage members to participate and exchange their information openly and freely, participants may perceive the community to be unsafe without proper control.
Ning Zhang +3 more
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The Role of Customer Brand Engagement in Mediating the Effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty [PDF]
Indonesian Interdisciplinary Journal of Sharia EconomicsThis study aims to determine the role of Customer Brand Engagement in mediating the effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty.
Firda Alvi Damayanti +3 more
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Generation Y consumers’ perceived brand personality of South African retail banks [PDF]
Banks and Bank Systems, 2021 Successful management of a retail bank’s brand requires some form of brand image, such as brand personality. Creating a retail bank’s brand personality is effective in establishing attachment between customers and the retail-banking brand they choose to ...
Marko van Deventer +1 more
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Engaging consumers via online brand communities to achieve brand love and positive recommendations [PDF]
Spanish Journal of Marketing-ESIC, 2023 Purpose – This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and ...
Mandakini Paruthi +4 more
doaj +1 more source
Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy : role of brand endorsers [PDF]
, 2023 Brand community engagement in the virtual environment during a brand crisis has gained attention from firms and marketing scholars due to innovative technologies. However, there is a limited empirical insight into its antecedents and consequences.
Nikhashemi, S.R. +2 more
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Brand management strategy for Korean professional football teams: A model for understanding the relationships between team brand identity, fans’ identification with football teams, and team brand loyalty [PDF]
, 2009 This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This research recommends a new approach to brand strategy for Korean professional football teams, focusing on the relationships between team brand identity ...
Koo, Ja Joon
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The Moderating Role of Uncertainty Avoidance on Consumer Brand Engagement and Band Loyalty in Virtual Brand Communities [PDF]
E3S Web of Conferences, 2023 This study aims to investigate the role of consumer brand engagement (CBE) in virtual brand communities regarding loyalty attitudes and uncertainty avoidance. Data set of 750 responses was collected from the students of NTU who joined any brand community
Muhammad Ibrahim Shahid +3 more
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Investigating The Antecedents of Consumer Brand Engagement to Luxury Brands on Social Media
Indonesian Journal of Business and Entrepreneurship, 2021 The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiveness and brand community identification of the three dimensions of consumer brand engagement (CBE) (cognitive, emotional, behavior) in the luxury brand ...
Angga Febrian, Larasati Ahluwalia
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The role of brand community identification, reward and consumer brand engagement on brand loyalty in virtual gaming brand communities among third-level students [PDF]
, 2021 Brand loyalty and consumer brand engagement have become increasingly important as people interact more and more on the interactive web. However, despite the growing importance of brand loyalty within virtual brand communities, insights into the driving ...
Callaert, Charlotte
core +3 more sources