Results 261 to 270 of about 30,746 (309)

Recognition and Resistance as Dual Pathways in Self-Relevant Advertising: The Role of Narcissistic Admiration and Rivalry. [PDF]

Behav Sci (Basel)
Besser A, Zeigler-Hill V, Moryossef IG.
europepmc   +1 more source

Visual Attention to Food Content on Social Media: An Eye-Tracking Study Among Young Adults. [PDF]

J Eye Mov Res
Riswanto AL, Kim S, Ha Y, Kim HS.
europepmc   +1 more source

The influence of perceived design source (AI vs. human) on Chinese consumers' purchase intention: The mediating roles of novelty, perceived brand effort, and product type. [PDF]

PLoS One
Feng Y, Ran Y.
europepmc   +1 more source

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Revisiting the consumer brand engagement concept

Journal of Business Research, 2021
Abstract Marketing researchers and practitioners almost unanimously agree that consumer engagement has major economic and social benefits. Many published works have attempted to conceptualize, develop, and validate measures of consumer engagement. One seminal study ( Hollebeek, Glynn, & Brodie, 2014 ) developed a scale for consumer brand engagement ...
Obinna O. Obilo, Ellis Chefor, Amin Saleh   +2 more
exaly   +2 more sources

The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions

Journal of Retailing and Consumer Services, 2021
Abstract Grounded on service-dominant logic (S-D logic), a vital issue for marketers is to understand how the multiple approaches encouraging consumer participation (CP), as manifested by consumer-consumer interaction (CCI) and consumer-brand interaction (CBI), reflect on the extent of consumer-brand engagement (CBE).
Man Lai Cheung, Guilherme D Pires, Philip J Rosenberger   +2 more
exaly   +3 more sources

Antecedents of consumer brand engagement and brand loyalty

Journal of Marketing Management, 2016
ABSTRACTLiterature on consumer engagement is growing significantly, yet there is limited empirical research on its drivers and outcomes. This study examines the key drivers and outcomes of consumer brand engagement (CBE) in the context of Australian mobile phone service providers. The results reveal that consumer involvement, consumer participation and
Civilai Leckie, Munyaradzi W Nyadzayo, Lester W Johnson   +2 more
exaly   +3 more sources

The impact of eWOM on consumer brand engagement

Marketing Intelligence & Planning, 2020
PurposeIt is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE).
Mukta Srivastava, Sreeram Sivaramakrishnan   +1 more
openaire   +1 more source

Grounding Consumer-brand Engagement: A field-driven conceptualisation

International Journal of Market Research, 2015
Consumer-brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence. Hence our study is aimed at investigating the distinctive characteristics and the development phases of CBE. Our study adopted Grounded Theory methodology. Data were collected throughout semi-
Graffigna, Guendalina, Gambetti, Rossella Chiara   +1 more
openaire   +1 more source

Driving Force Behind Consumer Brand Engagement

2023
All virtual worlds have been combined to create the metaverse, a collective, persistent, and interactive parallel reality that people may easily navigate. Using their digital avatars, people can enter the metaverse and explore the virtual world in augmented reality, virtual reality, and mixed reality.
Garima Mittal, Rohit Bansal
openaire   +1 more source