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
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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
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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
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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
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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
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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
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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
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Frontiers in Psychology, 2021 Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage.
Yuying Liu +3 more
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Behavioral Sciences, 2022 The present study’s objective is to investigate the influence of active and passive social media brand page engagement on eWOM, via self-brand connection.
Ovidiu-Ioan Moisescu +2 more
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Enhancing the Customer Brand Engagement through Brand Authenticity: The Mediating Role of Marketing Agility [PDF]
Mağallaẗ Rāyaẗ Al-Dawliyyaẗ Lil ʿulūm Al-TiğāriyyaẗThe study primary purpose is to determine the nature of the relationship between brand authenticity (BA) and customer brand engagement (CBE), Moreover, identifying the nature of the relationship between brand authenticity and marketing agility (MA),in ...
إيمان حسانين السيد طه +2 more
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