Results 11 to 20 of about 19,292 (265)
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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The role of brand love on brand satisfaction, brand engagement, and brand loyalty
Jurnal Manajemen Maranatha, 2023 This research aims to examine the influence of brand satisfaction on brand love and subsequently on both brand engagement and brand loyalty in the context of beauty products. Additionally, this research examines the mediation effect of brand love on the relationship between brand satisfaction and brand engagement, as well as between brand satisfaction ...
Burhanudin, Burhanudin, Febryanti, Binta
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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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JPBM (Jurnal Pendidikan Bisnis dan Manajemen), 2023 This study focuses on determining the impact of customer variety-seeking on brand switching intention by exploring the mediation role of customer engagement in streaming services in Indonesia.
Lysandra Priscilla, Popy Rufaidah
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How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media?
Behavioral Sciences, 2023 This study emphasized the source credibility effect on consumers’ responses to restaurant companies’ CSR efforts on social media. Based on the source credibility brand development process (i.e., brand trust, brand affect, and brand engagement), this ...
Sae-Mi Lee, Minseong Kim
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Should Global Brands Engage in Brand Activism? [PDF]
Journal of International MarketingBrand activism, taking a stance on current and divisive sociopolitical issues, has emerged as a novel means of expressing a brand's values and engaging with the firm's customer base. Yet, globally, companies lack conclusive guidance on the consequences of taking a stance.
Paurav Shukla +2 more
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Film or Film Brand? UK Consumers’ Engagement with Films as Brands [PDF]
British Journal of Management, 2020 AbstractMany films are produced annually, but only a small number of films reach the state of being considered and identified by consumers as film brands. Film‐brand identification is difficult to achieve, but it leads to engagement behaviours (e.g. repetitive viewing, positive word‐of‐mouth and purchase intention of relevant merchandise/franchise). To
Gurdeep Singh Kohli +3 more
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HUBUNGAN ANTARA BRAND TRUST DENGAN CUSTOMER ENGAGEMENT PADA MAHASISWI PENGGUNA WARDAH KOSMETIK
Jurnal Empati, 2018 The competition of cosmetics industry demands companies to increase customer engagement of the products. Customer engagement is a process that involves physical presence , cognitive and emotional that are confronted by having relation with brand and ...
ROSTIKA ADI SUKAMDEWI, Unika Prihatsanti
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The role of social brand engagement on brand equity and purchase intention for fashion brands
Cogent Business & Management, 2022 This study aims to determine how social brand engagement via social media platforms will have an impact on brand equity and purchase intention towards brands in the field of fashion in the Vietnamese market.
Sang Vo Minh +2 more
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