Results 251 to 260 of about 416,605 (304)

The mediating role of brand equity in corporate social responsibility and customer purchase intention based on text-CNN model. [PDF]

Sci Rep
Shen Z, Li H, Zhang Y.
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A switching-based deep learning framework for personalized and adaptive E-commerce recommendations. [PDF]

Sci Rep
Saini K, Singh A, Diwakar M, Singh P, Bijalwan A, Tufa GT.   +5 more
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Augmented authenticity in athlete branding through human-AI co-production. [PDF]

Front Sports Act Living
Westerbeek H.
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Museum Branding by Social Engagement

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Drivers of brand community engagement

Journal of Retailing and Consumer Services, 2020
Abstract Brand community engagement is evolving as a prominent relationship marketing variable that yields promising outcomes for the firms. Drawing upon the relevant premises of social exchange theory, this paper proposes a theoretical model portraying the role of online brand community based benefits (experience based and self-esteem based) and the
Jitender Kumar, Vikas Kumar
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Antecedents of consumer brand engagement and brand loyalty

Journal of Marketing Management, 2016
ABSTRACTLiterature on consumer engagement is growing significantly, yet there is limited empirical research on its drivers and outcomes. This study examines the key drivers and outcomes of consumer brand engagement (CBE) in the context of Australian mobile phone service providers. The results reveal that consumer involvement, consumer participation and
Leckie, Civilai, Nyadzayo, Munyaradzi W, Johnson, Lester W   +2 more
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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, 2021
Purpose 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, James R. Coyle, John Ni   +2 more
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Brand engagement vs. brand attachment: which boundaries?

Micro & Macro Marketing, 2011
The aim of the paper is to analyse similarities and differences between the brand engagement and the brand attachment constructs. Theimportance and role of these two concepts in an exchange context andparticularly in the brand loyalty process framework is first stressed in this article.
Smaoui Fatma, Temessek Behi Azza
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Engaging Brands

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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