Consumer Brand Engagement Beyond the “Likes” [PDF]
Frontiers in Psychology, 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.
openaire +4 more sources
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
doaj +1 more source
When employer brand image aids employee satisfaction and engagement [PDF]
, 2017 Purpose – The purpose of this paper is to test whether employee characteristics (age, gender, role and experience) influence the effects of employer brand image, for warmth and competence, on employee satisfaction and engagement.
Davies, Gary +2 more
core +3 more sources
Measuring consumers' engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands [PDF]
, 2016 The main purpose of this study is to develop a scale to measure consumer's engagement with social media brand-related content. The reported scale (CESBC) comprises three dimensions: consumption, contribution, and creation.
Araujo +13 more
core +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 +3 more sources
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
doaj +1 more source
Proceedings, 2023 The present study investigates the role of gamification in fostering consumer engagement wherein consumer brand engagement construct has been viewed as a multidimensional construct embracing conscious attention, affection, participation and social ...
Mandakini Paruthi +2 more
doaj +1 more source
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love [PDF]
, 2019 Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating roleofconsumer–brandengagement ...
Andre, Ana Raquel +4 more
core +4 more sources
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
doaj +1 more source
The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender [PDF]
مطالعات مدیریت کسب و کار هوشمند, 2019 In this study, considering the moderating role of gender, we have investigated the influence of online brand community (OBC) characteristics on customer’s engagement and brand loyalty.
Azin Dalvand +2 more
doaj +1 more source