Results 21 to 30 of about 19,292 (265)

Exploring Luxury Brand Engagement In Developing Country: The Role Of Social Media Consumer Involvement [PDF]

E3S Web of Conferences
This 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, Mawaddah Zainab Zuhratul   +1 more
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, Masoud Simkhah, Davood Jafari   +2 more
doaj   +1 more source

Measuring the Effect of Consumer Brand Engagement on Brand-Related Outcomes in Gamified Mobile Apps: A Solicitation of Technology Acceptance Model

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, Razia Nagina, Gaurav Gupta   +2 more
doaj   +1 more source

Consumer Engagement in an Online Brand Community [PDF]

, 2020
This chapter aims to explore consumer engagement in an online brand community. Consumer engagement includes cognitive, affective, and behavioral dimensions. This qualitative research focuses on the Finnish online forum called Brick Builders. This community is fully fan-based without any company involvement and it includes different age groups and both ...
Kurikko, Hanna, Tuominen, Pekka
openaire   +2 more sources

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
doaj   +1 more source

The Role of Brand Personality in Consumer Brand Engagement

INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT, 2023
The purpose of this paper is to explore the connection between brand character and customer commitment. The personality of a brand describes how its products and services are perceived by its target audience. Brand engagement refers to the emotional investment and participation of customers in a brand. Highlighting significant results and research gaps,
openaire   +1 more source

The Mediating Role of Destination Brand Authenticity in the Relationship Between Online Destination Brand Experience and Destination Brand Engagement

Tourism and Hospitality
This research focuses on the effects of online destination brand experience on destination brand authenticity, destination brand engagement, and external search behavior and behavioral intention.
Kazım Dağ, Sinan Çavuşoğlu
doaj   +1 more source

The Role of Customer Brand Engagement in Mediating the Effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty

Indonesian Interdisciplinary Journal of Sharia Economics
This study aims to determine the role of Customer Brand Engagement in mediating the effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty.
Firda Alvi Damayanti, Dimas Bayu Wicaksono, Muhammad Rivaldi Shadam, Aang Curatman   +3 more
doaj   +1 more source

Why Do You Engage with Brand on Instagram? Consumer Motivations for Engaging with Global Brands

International Journal on Social and Education Sciences, 2023
The primary goal of this research is to provide the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS. Specifically, this study addresses consumers’ motivations in terms of why they follow a brand’s account on Instagram, helping us to understand what specific motives and needs consumers have ...
Jung Hwa Choi, Mihyun Kang, Tae Rang Choi   +2 more
openaire   +1 more source

Social Brand Engagement: A New Idea

GfK Marketing Intelligence Review, 2014
If “consumer brand engagement” is what happens in isolation, in a consumer’s own individual mind and thoughts, then “social brand engagement” is the diametrical opposite of this. Social brand engagement is a social act full of culture, meaning, language,
Kozinets Robert V.
doaj   +1 more source