Results 11 to 20 of about 2,788,848 (290)
Frontiers in Psychology, 2022 With the development of social media, advertising has migrated from traditional media to social media. Marketers are increasingly using social media’s brand pages to actively create humorous dialogue interactions with other brands for brand communication
Yu-mei Ning +4 more
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Investigating The Antecedents of Consumer Brand Engagement to Luxury Brands on Social Media
Indonesian Journal of Business and Entrepreneurship, 2021 The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiveness and brand community identification of the three dimensions of consumer brand engagement (CBE) (cognitive, emotional, behavior) in the luxury brand ...
Angga Febrian, Larasati Ahluwalia
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A theoretical perspective on consumer brand engagement
INTERNATIONAL JOURNAL OF COMMERCE AND BUSINESS MANAGEMENT, 2020 Consumer brand engagement has a major impact on the output and the revenues of a company. Consumer engagement refers to a psychological state which is directed towards an engagement object. The engagement object can be of various types such as a product or a service brand, organisation, organisational entities etc.
Shobha Pandey, Saurabh Singh
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The role of brand trust within related and unrelated brand extension activities : a consumer perspective [PDF]
, 2003 The research examines the structure of consumer-brand `trust', and the concept's role within brand extension evaluation decisions, an association largely neglected within existing consumer brand extension literature.
Reast, Jon David
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Journal the Winners, 2021 The research aimed to examine factors that formed brand awareness and brand image of the tourism sector in Indonesia by using social media marketing on TikTok platform. The research applied a quantitative method to do a survey of 220 respondents who were
Santi Rimadias +2 more
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User-Generated Content and Consumer Brand Engagement [PDF]
, 2019 Debates on the importance of user-generated content (UGC) and consumer brand engagement have increasingly gained attention amongst researchers, practitioners, marketing managers, and business leaders. UGC is a concept popularized in the 21st century with the advent and rise of Web 2.0 technology. Web 2.0 has gained recognition due to its novel features
Naeem, Muhammad, Okafor, S.
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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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Issues in defining and placing consumer brand engagement
Italian Journal of Marketing, 2022 Abstract The paper aims to identify the current positioning of consumer brand engagement (CBE) in marketing literature, thus filling a gap and contributing to a richer overview of the concept. Numerous research topics currently overlap in the marketing literature as brand theory has not been systemised precisely ...
Luigi Cantone +2 more
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EXAMINING THE CONSEQUENCES OF GAMIFICATION ON CONSUMER BRAND ENGAGEMENT
International Journal of Business & Economics (IJBE), 2021 Recently companies started to use gamification in their businesses by applying techniques and concepts from games to their marketing strategies. Gamification concept can be applied to actual games, virtual trophies, points, and vouchers. The idea is that marketing strategies and activities that mirror games are better at engaging customers. Accordingly,
Nouran El Shaboury, MBA +1 more
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Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives [PDF]
, 2010 We propose a conceptual framework that reconciles the practitioners’ view of engagement as central to online best practice and the scholarly view that tends to use other constructs to assess consumer experience.
Wilson, Hugh N. +4 more
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