Brand Engagement and Consumer Innovativeness [PDF]
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
doaj +6 more sources
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
openaire +4 more sources
Addressing the ghost in the machine or “Is engagement a sustainable intermediate variable between the website drivers of consumer experience and consumers’ attitudinal and behavioural outputs?” [PDF]
, 2007 Background and Purpose: In response to the cost transparency of the internet which has facilitated consumer switching behaviour, marketing practitioners have used the umbrella term of engagement to describe the experiential response to mechanisms by ...
Mollen, Anne
core +7 more sources
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
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
openaire +3 more sources
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
openaire +2 more sources
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
openaire +1 more source
The role of brand trust within related and unrelated brand extension activities : a consumer perspective [PDF]
, 2003 The research examines the structure of consumer-brand `trust', and the concept's role within brand extension evaluation decisions, an association largely neglected within existing consumer brand extension literature.
Reast, Jon David
core +6 more sources
Consumer engagement in an online brand community
Electronic Commerce Research and Applications, 2017 This research aims to explain members’ online brand community (OBC) engagement and participation based on their relationships with other members and with the community sponsor. It proposes a conceptual model integrating variables that have been studied in previous research on brand trust, OBC identification, and satisfaction, and others that have ...
Francisco José Martínez-López +4 more
openaire +1 more source
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. +4 more
core +1 more source