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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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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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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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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Rethinking brand management within sport: advancing towards the integrative sport brand ecosystem (ISBE) [PDF]
, 2023 Research Question Current research increasingly takes a multi-actor-dominant logic and situates sport brands within ecosystems. However, the multi-actor-dominant logic has not been captured in a holistic concept yet.
Ströbel, Tim +2 more
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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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Exploring Luxury Brand Engagement In Developing Country: The Role Of Social Media Consumer Involvement [PDF]
E3S Web of ConferencesThis study learns the antecedents and consequences of consumer brand engagement in the Instagram account of luxury fashion brands. Customer involvement is the antecedent of consumer brand engagement, and the effects were in two variables, i.e., self ...
Fatmawati Indah +1 more
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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
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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
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Factors Increasing Loyalty of Local Cosmetic Brands: A Study on Generation Z in Indonesia
Binus Business Review, 2023 Competition in the beauty industry in Indonesia raises problem of loyalty with various choices and information accessibility from the Internet. Issues also surface from Generation Z, recently reported to dominate the market as digitally savvy and tends ...
Dita Sari Suwandi, Tengku Ezni Balqiah
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