Consumer Brand Engagement Beyond the "Likes". [PDF]
Front Psychol, 2021 In most consumer brand engagement (CBE) scales, indicators of CBE refer to behaviors that are related to social media or online brand communities. CBE also occurs beyond the Internet context in real-life settings. This paper reports the development and validation process of a CBE scale beyond the Internet behavior context.
Razmus W.
europepmc +5 more sources
Digital Influencers: Shaping Our Brand Choices and Purchase Intentions? A Moderation by Gender Perspective [PDF]
E3S Web of Conferences, 2023 This study evaluates the efficacy of digital influencers in brand endorsement through electronic Word-of-Mouth (eWOM). It probes the influence of perceived influence, brand engagement, and expected brand value on purchase intention and the potential ...
Matroji Fajar Juanda +3 more
doaj +1 more source
Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan [PDF]
Management Science Letters, 2020 Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand eq-uity drivers; brand personality, brand experience, and brand affect.
Kashif Farhat +2 more
doaj +1 more source
The Role of Online Brand Community Engagement on the Consumer–Brand Relationship [PDF]
Sustainability, 2021 The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling.
Francisco J. Martínez-López +5 more
openaire +4 more sources
The Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2021 Nowadays, online brand communities are considered an important tool for building strong successful brands. This study aims to uncover the influence of brand community based on social media markers; shared consciousness, rituals and traditions and moral ...
ريهام شوقي ابراهيم
doaj +1 more source
Enhancing the Customer Brand Engagement through Brand Authenticity and Marketing Agility Theoretical Analysis, Conceptual Framework and Research Agenda [PDF]
المجلة العلمية للبحوث التجارية - جامعة المنوفية, 2023 This paper aims, on one hand, at determining the nature of the relationship between brand authenticity and customer brand engagement, and identifying, on the other hand, that relationship between brand authenticity and marketing agility. Also, this paper
وائل عبد الرازق احمد قرطام +2 more
doaj +1 more source
The Antecedents of Facebook Brand Page Engagement in Public Relations [PDF]
MATEC Web of Conferences, 2023 Social media has increased the integration of marketing and PR. Consequently, due to this transition, businesses increasingly value customer relations above transactional marketing through social media brand pages communication.
Morshed Ahmed Fahim +2 more
doaj +1 more source
The Relationship Between Gamification, Brand Engagement and Brand Equity [PDF]
Proceedings of the Annual Hawaii International Conference on System Sciences, 2019 Peer ...
Xi, Nannan, Hamari, Juho
openaire +4 more sources
Tržište, 2020 Purpose – The study aims to theoretically establish brand personality, brand experience, brand attributes, and brand affect as antecedents of brand engagement.
Kashif Farhat +2 more
doaj +1 more source
ANALISA LOYALITAS GENERASI Z TERHADAP PILIHAN SKINCARE
Jurnal Ilmiah Bisnis dan Ekonomi Asia, 2023 Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand satisfaction dan customer engagement terhadap brand loyalty melalui brand attitude, brand attachment dan customer trust.
Alifia Lisda Zetty Aqmi +1 more
doaj +1 more source