Results 11 to 20 of about 11,039 (305)
Consumer Engagement into Brand Equity Creation
Procedia - Social and Behavioral Sciences, 2014 AbstractThough there are number of studies about consumer brand engagement, there is still a lack of research, analysing how to engage consumers in value creation in pursuance of higher brand equity. This article deals with identification of company-related and consumer-related factors that influence consumer brand engagement; it defines important ...
Kuvykaite, Rita, Piligrimiene, Zaneta
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The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook [PDF]
, 2017 In this research, we investigate how two distinct and universal dimensions of brand personality - brand masculinity and brand femininity - which constitute the two dimensions of brand gender (Grohmann 2009) influence consumer-brand engagement on Facebook.
Machado, Joana +2 more
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Consumer Engagement in an Online Brand Community [PDF]
, 2020 This chapter aims to explore consumer engagement in an online brand community. Consumer engagement includes cognitive, affective, and behavioral dimensions. This qualitative research focuses on the Finnish online forum called Brick Builders. This community is fully fan-based without any company involvement and it includes different age groups and both ...
Kurikko, Hanna, Tuominen, Pekka
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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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Film or Film Brand? UK Consumers’ Engagement with Films as Brands [PDF]
British Journal of Management, 2020 AbstractMany films are produced annually, but only a small number of films reach the state of being considered and identified by consumers as film brands. Film‐brand identification is difficult to achieve, but it leads to engagement behaviours (e.g. repetitive viewing, positive word‐of‐mouth and purchase intention of relevant merchandise/franchise). To
Gurdeep Singh Kohli +3 more
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Extension of Consumer Brand Engagement Framework: Indonesian Smartphone Brands Consumers
KnE Social Sciences, 2022 This research identifies evidence regarding the nexus between the antecedents of CBE dimensions and consequences on smartphone brands in Indonesia. Data were collected through an online questionnaire targeted at a total of 1251 smartphone users/consumers in Indonesia. AMOS SEM was used in processing the statistical tests of this research.
Faizal Ardiyanto, Hermala Kusumadewi
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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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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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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
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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. +2 more
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