Results 261 to 270 of about 416,605 (304)

Customer Engagement Through Emotional Branding

2022
Emotional branding is a marketing strategy that involves appealing to clients' emotions to increase brand loyalty. Consumer behavior has shifted away from a more analytical approach based on product features satisfaction and towards forming an emotional tie with the brand.
Ansh Jindal, Priya Jindal, Lochan Chavan
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Winning internal brand Engagement

2006
When brands were first invented they were simple selling propositions: messages sent from sellers to buyers. Branding was the way products were packaged and communicated. It was an ‘inside-out’ process – a way for the company to present its wares to external audiences. Branding and externally focused marketing communications were almost synonymous.
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell   +3 more
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Building Customer-Brand Relationships through Customer Brand Engagement

Journal of Promotion Management, 2020
Engagement has surfaced as a vital tool in marketing to enhance the customer’s relationships and loyalty with brands.
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Brand Engagement and Brand Loyalty

2012
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement.
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Millennial’s engagement with fashion brands

Journal of Fashion Marketing and Management: An International Journal, 2019
PurposeMillennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their ...
Nagaraj Samala, Sapna Singh
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Brand Engagement and the Brand Engaged Organization — the Future

2011
There are still persistent critics who decry the very notion of brand and who question its relevance to employees in particular. It’s my experience that the commentators who hold those views usually have too narrow a definition of brand and find it hard to see beyond the logo, font, strap line and color palette.
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Customer brand engagement behavior in online brand communities

Journal of Services Marketing, 2017
Purpose This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement. Design/methodology/approach Respondents came from firm-managed online smartphone brand communities in South Korea and the USA ...
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Consumer and brand engagement on Facebook brand pages

2022
Social media has sparked a remarkable change in the way brands engage with consumers and has empowered consumers to collectively voice their opinions with unprecedented scale. Challenged by the empowerment that consumers have gained, marketers are continuously engaging consumers through dedicated brand communities on social media platforms.
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Customer Engagement With Tourism Brands

Journal of Hospitality & Tourism Research, 2012
Although customer engagement (CE) has emerged as a widely used term in many industries, including tourism and hospitality, academic research lacks a clear conceptualization and rigorous measurement of the construct. This study develops and validates a 25-item CE scale that comprises five factors: identification, enthusiasm, attention, absorption, and ...
So, Kevin Kam Fung, King, Ceridwyn, Sparks, Beverley   +2 more
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Brand Engagement and Positive Advertising

2019
This chapter explores the positive advertising and brands with conscience to generate engagement with the consumer. In recent years, it has been observed how brands are developing though their advertising and marketing strategies, positive messages in which the brand is placed close to the consumer according to their interests and lifestyles.
David Alameda, Irene Martín
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