Consumer Brand Engagement Beyond the “Likes” [PDF]
Frontiers in Psychology, 2021 In most consumer brand engagement (CBE) scales, indicators of CBE refer to behaviors that are related to social media or online brand communities. CBE also occurs beyond the Internet context in real-life settings.
Wiktor Razmus
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Brand Engagement and Consumer Innovativeness
Journal of Applied Marketing Theory, 2015 Brand engagement describes the tendency of consumers to make the brands they buy part of their self-concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers.
Ronald Goldsmith +2 more
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The moderating effect of environmental gamification on the relationship between social media marketing and consumer-brand engagement: A case study of Ant Forest Gen Z users [PDF]
HeliyonSocial media marketing plays a relevant role in the brand promotion of enterprises owing to its advantages of rapid and diversified communication with consumers.
Miao Huang +2 more
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Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love [PDF]
Journal of Business Research, 2019 Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer–brand engagement (CBE) and brand love (BL) on this relationship.
Joana Cesar Machado +2 more
exaly +4 more sources
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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The Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2021 Nowadays, online brand communities are considered an important tool for building strong successful brands. This study aims to uncover the influence of brand community based on social media markers; shared consciousness, rituals and traditions and moral ...
ريهام شوقي ابراهيم
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The Role of Online Brand Community Engagement on the Consumer–Brand Relationship [PDF]
Sustainability, 2021 The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling.
Francisco J. Martínez-López +5 more
openaire +4 more sources
Developing a Behavior Model for Utilitarian Service Consumers toward Engagement in Online Brand Communities [PDF]
مدیریت بازرگانی, 2023 Objective The present study aims to explain the behavioral pattern of utility service consumers toward engagement in online brand communities. Many companies seek to attract and communicate more with customers; therefore, they try to strengthen their ...
Azadeh Goodarzi +3 more
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Proceedings, 2023 The present study investigates the role of gamification in fostering consumer engagement wherein consumer brand engagement construct has been viewed as a multidimensional construct embracing conscious attention, affection, participation and social ...
Mandakini Paruthi +2 more
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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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