Engaging consumers via online brand communities to achieve brand love and positive recommendations [PDF]
Spanish Journal of Marketing-ESIC, 2023 Purpose – This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and ...
Mandakini Paruthi +4 more
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Experiential marketing – A consumption of fantasies, feelings and fun. An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand [PDF]
, 2013 This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel UniversityThe concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline.
Ueacharoenkit, Supawan
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The Effects of Brand Relationship Quality on the Participation of the Consumer to Boycott [PDF]
SSRN Electronic Journal, 2015 Commitment is a pillar of the consumer-brand relationship. It is often presented as the will of a customer to continue the relationship with its brand. Although this relational current is very studied by researchers, there remains still little developed. Thus, the literature did not examine the combination of commitment-boycott. This thesis aims on the
Haykel Ben Khelil, Néji Bouslama
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The mediating effect of customer satisfaction in relationship with service quality, corporate social responsibility, perceived quality and brand loyalty [PDF]
Management Science Letters, 2021 This paper aims to examine empirically the mediation role of customer satisfaction between service quality, customer perceived value, corporate social responsibility, and brand loyalty at Lebanese private universities.
Khawaja, Lama +2 more
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A study on influencing factors on brand loyalty: A case study of Mobile industry [PDF]
Management Science Letters, 2013 Brand loyalty plays essential role on product development especially in mobile industry. In this paper, we present an empirical survey to study the effects of different factors including brand associate, brand awareness, distribution intensity and ...
Bahman Dehestani +2 more
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Jurnal Aplikasi Bisnis dan Manajemen, 2021 The purpose of this research is how to social media marketing and service quality to impact non-subsidized mortgage purchasing decisions, with brand perception as a mediating variable. The model in this research was designed using hierarchical components
Santi Piramita +2 more
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How to measure brand relationship quality? [PDF]
Frontiers of Business Research in China, 2007 The aim of this research is to develop a new evaluation approach based on a brand relationship index model (BRI model), which includes a three stage study on the indicator system; indicator weight; and indicator integration. Based on brand identity theory and interpersonal relationship theory, four-brand relationship participants and three-brand ...
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Journal of Economics, Business & Accountancy Ventura, 2019 Brand community has been extensively built and developed by either the companies or the customers voluntarily. These two gorups with different perspective hold different purposes.
Lindiawati Lindiawati +2 more
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The impact of industrial brand equity on brand performance from the perspective of buying center members (Case study: Manufacturers of home appliances in Tehran) [PDF]
مدیریت بازرگانی, 2014 Nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for ...
Zohre Dehdashti Shahrokh +1 more
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EncyclopediaThis study explores how internal and external brand management synergistically construct employee brand equity in contemporary organizations. Drawing on social identity theory, brand equity theory, and relationship quality theory, we conducted a ...
Chuanjie He, Sharizal Bin Hashim
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