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University marathons as structured health interventions: deconstructing the role of event culture, organization, activities and services in student engagement. [PDF]
Front Sports Act LivingLin Y, Xie J, Jiang F, He L.
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Unpacking Brand Fandom: Triadic Brand-Related Perceptions and Fan Behaviors. [PDF]
Behav Sci (Basel)Lee Y, Kim B.
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Would You Buy on Impulse During E-Commerce Digital Human Avatar Live Shopping? DHA Characteristics and Consumer Experience. [PDF]
Behav Sci (Basel)Mao S, Jung E.
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Authentic content as an effective mechanism for embedding patient voices in health innovation: a hypothesis and conceptual framework. [PDF]
Front Health ServMalhotra R.
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Are you engaged? The influence of brand schematicity on online brand engagement and brand purchase
Journal of Research in Interactive Marketing, 2021Purpose Consumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if consumers’ brand schematicity, a generalized consumer disposition to process information using brand schema, influenced their proclivity to engage with brands online ...
Sanjay Puligadda +2 more
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2015
As consumers become more informed about brands and products, they are more demanding about the role these brands and products play, not only in the market but also in the world. They are more conscious of consumer empowerment and brand-talk: The “consumers-listen” model is no longer a way to achieve success in the market.
Martí Parreño, José +2 more
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As consumers become more informed about brands and products, they are more demanding about the role these brands and products play, not only in the market but also in the world. They are more conscious of consumer empowerment and brand-talk: The “consumers-listen” model is no longer a way to achieve success in the market.
Martí Parreño, José +2 more
openaire +1 more source
2020
How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands.
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How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands.
openaire +4 more sources
Drivers of Brand Engagement: The Role of Brand Communities
Global Business Review, 2019Today, all major brands are engaging their stakeholders through online and offline brand communities, fan clubs and social media groups, with the objective of attracting the right audience. Brand communities have gained importance as a branding tool for marketers because they offer values difficult to capture elsewhere.
Sumanjit Dass +3 more
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Consumer-Brand Engagement With E-Commerce Market Place Brands
Journal of Electronic Commerce in Organizations, 2020Consumer-brand engagement (CBE) has gained much attention from both the academicians and practitioners. However, despite such scholarly attention, only a few studies have empirically tested the scale of CBE. Moreover, limited attention is paid toward examining the consumer-brand relationships in the e-commerce marketplace context.
Pankaj Kumar Mohanty, Dipanjan Kumar Dey
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