Results 271 to 280 of about 30,746 (309)

Exploring consumer–brand engagement: a holistic framework

European Business Review, 2020
Purpose This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing information search behaviour, online engagement behaviour and brand attitude in Hong Kong.
Cheung, Man Lai, Pires, Guilherme D., Rosenberger III, Philip J.   +2 more
openaire   +1 more source

Consumer engagement in a virtual brand community: An exploratory analysis

Journal of Business Research, 2013
CONSUMER ENGAGEMENT IN A VIRTUAL BRAND COMMUNITY: AN EXPLORATORY ANALYSIS Consumer engagement in a virtual brand community: an exploratory analysis (-
Roderick J Brodie, Biljana Jurić, Linda D Hollebeek   +2 more
exaly   +1 more source

The Process of Consumer-Brand Engagement: A Grounded Theory Approach

2014
Consumer-brand engagement is becoming a central concern in brand management strategies but it has been dealt so far in heterogeneous and contradictory ways in both academic and professional literature. Our exploratory study designed according to the Grounded Theory methods is aimed at inductively founding a theoretical framework for this concept.
Graffigna, Guendalina, Gambetti, Rossella Chiara   +1 more
openaire   +2 more sources

Consumer-Brand Engagement With E-Commerce Market Place Brands

Journal of Electronic Commerce in Organizations, 2020
Consumer-brand engagement (CBE) has gained much attention from both the academicians and practitioners. However, despite such scholarly attention, only a few studies have empirically tested the scale of CBE. Moreover, limited attention is paid toward examining the consumer-brand relationships in the e-commerce marketplace context.
Pankaj Kumar Mohanty, Dipanjan Kumar Dey
openaire   +1 more source

Consumer brand engagement in the US–China trade war

Asia Pacific Journal of Marketing and Logistics, 2021
PurposeThis study examines whether consumer brand engagement (CBE) can mitigate the negative effects of economic animosity (EA) on purchase intention (PI) and strengthen the positive effect of country-of-origin (COO) on PI.Design/methodology/approachUsing questionnaires distributed to 372 young Chinese adults, the study collected PI data for US ...
Yi Hsuan Lee, Chiou-Fong Wei, Bruce C. Y. Lee, Ya-Yun Cheng, Yao Chen   +4 more
openaire   +1 more source

The Grounded Theory Approach to Consumer-brand Engagement: The Practitioner's Standpoint

International Journal of Market Research, 2012
Since currently there is no established, unitary and shared theory on consumer–brand engagement (CBE), this exploratory study is aimed at inductively proposing a preliminary conceptual framework of CBE disclosing the knowledge embedded in marketing practice.
Gambetti, Rossella Chiara, Graffigna, Guendalina, Biraghi, Silvia   +2 more
openaire   +1 more source

Establishing measures and drivers of consumer brand engagement behaviours

Journal of Brand Management, 2016
Discussion of consumer brand engagement within the broader brand management literature adopts largely a psychological view for conceiving the nature of the construct. As a result, little focus has been devoted to consumer brand engagement behaviours-an aspect that has highmanagerial relevance.Of particular relevance are the challenges of establishing ...
Dwivedi, Abhishek, Wilkie, Dean, Johnson, Lester, Weerawardena, Jay   +3 more
openaire   +4 more sources

Marketing Theory Advancement on Consumer Brand Engagement

2020
Purpose. The literature contribution on CBE suffers several limitations and the topic is still under-conceptualized and, consequently, under-investigated. The article provides a theoretical contribution in terms of which are the main theoretical advancements that CBE literature is giving to the overall marketing theory.
Marrone T., TESTA P., Cantone Luigi
openaire   +1 more source

Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactments

Journal of Business Research, 2015
Abstract The study here presents a revolutionary new perspective in the consumer brand engagement (CBE) literature. The models advance a radically enhanced CBE and customer loyalty theory, grounded in complexity and sense-making theories. It describes how the use of set theoretic models and asymmetric analytics using Boolean algebra, rather than ...
openaire   +1 more source

Consumer – brand engagement on Facebook: liking and commenting behaviors

Journal of Research in Interactive Marketing, 2014
Purpose– The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior.Design/methodology/approach– Data were collected using an online national survey from 269 ...
Katherine Price, Sertan Kabadayi
openaire   +1 more source