Results 21 to 30 of about 2,788,848 (290)
User Engagement with Brand and Value Co-creation in Media Platforms [PDF]
مدیریت بازرگانی, 2022 Objective Research into customer engagement with the brand is on the rise, but so far little empirical work has been done on user engagement with the brand on media platforms.
Asadollah Bahagir +2 more
doaj +1 more source
Antecedents and consequences of luxury brand engagement in social media [PDF]
Spanish Journal of Marketing-ESIC, 2019 Purpose – The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and ...
Amélia Brandão +2 more
doaj +1 more source
Amalee, 2023 Social media has become an almost ubiquitous environment for human interaction. As a result, as the use of Social Media becomes more and more common, companies today are trying to reach and interact with customers and prospects through social media ...
Riva Su’ada, Ahyar Yuniawan
doaj +1 more source
Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector [PDF]
African Journal of Hospitality, Tourism and LeisureThis study aims to investigate how consumer-celebrity match impacts brand engagement and loyalty in the hospitality industry with an effort to understand better consumer-celebrity marketing and its underlying principles the Meaning Transfer Model (MTM ...
Duong Bao TRUNG +3 more
doaj +1 more source
AMAR (Andalas Management Review), 2023 The customer engagement behavior is an important concept for the company along with the increasing use of social media by consumers. Previous studies examined customer engagement behavior on social media by the role of technology factors or features on ...
Dwi Martiyanti
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
A consumer engagement systematic review: synthesis and research agenda [PDF]
Spanish Journal of Marketing-ESIC, 2020 Purpose – This paper aims to review the existing literature about consumer engagement, provide an accurate mapping of this research field, propose a consumer engagement typology and a conceptual framework and offer a research agenda for this domain ...
Ricardo Godinho Bilro +1 more
doaj +1 more source
Journal of Competitiveness, 2020 Brand engagement and eWOM intention have been found to be critical factors driving competitive advantage for companies, as the evolution of social networking sites has changed the perspective of how companies engage with customers.
Quyen Phu Thi Phan +2 more
doaj +1 more source
The Role of Nostalgia-Evoked Marketing in Driving Brand Engagement Among Millennials. Emotional Brand Attachment as A Mediator [PDF]
Mağallaẗ Rāyaẗ Al-Dawliyyaẗ Lil ʿulūm Al-TiğāriyyaẗIn increasingly competitive and digitally saturated markets, brands are continuously seeking emotionally resonant strategies to strengthen consumer engagement.
Dr. Yasmeen Mohamed Almaleeh +1 more
doaj +1 more source
Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement? [PDF]
Psychology & Marketing, 2017 ABSTRACTThis study examines the effects of creativity on consumer branded hashtag engagement in the context of TV advertising. Applying a qualitative design, two types of TV commercials were selected: humorous and warmth. This was followed by a quantitative study with 259 participants suggesting that novelty and relevance in TV advertisements together ...
Stathopoulou, Anastasia +3 more
openaire +3 more sources