Results 271 to 280 of about 17,179 (288)

To reward or develop identification in online brand communities: evidence from emerging markets

Information Technology for Development, 2017
The utilization of online brand community (OBC) has attracted significant attention in academic and practical areas given the prevailing recognition of IT-enabled cooperation with customers.
Ying Hua, Shuang (Sara) Ma, Yonggui Wang, Qimeng Wan   +3 more
openaire   +1 more source

Product placement as leveraged marketing communications: the role of wishful identification, brand trust, and brand buying behaviours

International Journal of Advertising, 2017
Online streaming and DVRs have spurred the use of products placed within the storyline of a show to be an opportunity for advertisers to offer a message to their consumer about a brand even with th...
Heather Shoenberger, Eunjin (Anna) Kim
openaire   +1 more source

The Impact of Corporate Social Responsibility and Contributions to Local Communities on Brand Identification, Corporate Reputation and Brand Loyalty

2016
Identifying how corporate social responsibility (CSR) effects consumer behavior and marketing performance is a key issue in marketing-based CSR research (e.g. He et al., 2012; Luo & Bhattacharya, 2006; Marin et al., 2008). There are several studies showing that CSR activities lead to increased identification and loyalty with a company (Alcaniz et al ...
Sami Kajalo, Annukka Jyrämä
openaire   +1 more source

A Study on the Brand Community Productivity through Identification

Productivity Review, 2012
null 김병재, null Myung Soo Kang
openaire   +1 more source

Virtual Brand Community Experience, Identification, and Electronic Word-of-mouth

Journal of Computer Information Systems, 2021
Mengmeng Song, Nan Wang
exaly  

The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities

Journal of Internet Commerce, 2023
Changiz Valmohammadi
exaly  

The impact of oppositional loyalty on brand identification in online brand communities: the moderating role of self-expression

Current Psychology, 2022
Jiada Chen, Junyun Liao
openaire   +1 more source

Corporate Social Responsibility and Brand Community Engagement: Dual Mediating Role of Brand and Community Identifications in the Chinese Decor Industry

Fudan Journal of the Humanities and Social Sciences, 2023
Moazzam Abbas, Zubair Nawaz, Andeela Sahar Fatima   +2 more
openaire   +1 more source

HOW BRAND COMMUNITY IDENTIFICATION AFFECTS BRAND LOYALTY?

Global Research Review in Business and Economics
Widagdo Respati, Kurniawati Kurniawati, Yolanda Masnita   +2 more
openaire   +1 more source

How Does Internal Brand Communication Affect Organizational Outcomes? The Mediating Roles of Brand Identification and Employee Behaviors

Journal of Public Relations Research, 2023
Sojeong Kim, Jarim Kim
openaire   +1 more source