Results 261 to 270 of about 2,788,848 (287)

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 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

The role of consumer-brand engagement towards driving brand loyalty

Journal of Modelling in Management, 2019
Purpose The present research attempts to empirically examine the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context. Design/methodology/approach Primary data through survey questionnaires were used to gather empirical data from ...
Kishalay Adhikari, Rajeev Kumar Panda
openaire   +1 more source

Insights into consumers: exploring the impact of brand coolness on consumers' brand engagement with intervening role of brand love

International Journal of Information Systems and Change Management, 2022
Kamelia Shahid, Qing Yang 0026, Abdul Waheed, Farrah Arif   +3 more
openaire   +1 more source

Consumer-brand engagement on Instagram

2019
Social media has been subject to an increasing number of studies. Although there is empirical research on consumer–brand interaction on social media, such as on Facebook, there is still a lack of studies on other SNS. As a marketing tool that allows brands to connect and engage with their consumers, Instagram is pointed out as a critical social network.
openaire   +1 more source

Digital doppelgänger: navigating consumer brand engagement in the metaverse

Journal of Research in Interactive Marketing
Purpose Brands are seizing their latitude in the metaverse – this study conceptualizes a digital doppelgänger as the sense of embodiment of the physical person and unpacks their effect on consumer brand engagement by examining the mediating role of digital doppelgänger’s brand interactions.
Jashim Khan, Meng Tao, Ansar Abbass
openaire   +1 more source

The Impact of Brand Experience on Consumer Engagement

Advances in Economics, Business and Management Research, 2022
Bambang Widjajanta, R. Hurriyati, M. Naufal Shidqi, Erni Martini   +3 more
openaire   +1 more source

Unveiling Drivers and Brand Relationship Implications of Consumer Engagement With Social Media Brand Posts

Journal of Research in Interactive Marketing, 2021
Muhammad Waqas, Zalfa Laili Hamzah
exaly  

Alexa, Do Voice Assistants Influence Consumer Brand Engagement? – Examining the Role of AI Powered Voice Assistants in Influencing Consumer Brand Engagement

Journal of Business Research, 2021
Kofi Osei-Frimpong, Graeme McLean
exaly  

How Do Experiences Enhance Brand Relationship Performance and Value Co-Creation in Social Commerce? The Role of Consumer Engagement and Self Brand-Connection

Technological Forecasting and Social Change, 2021
Mina Tajvidi, Teck Ming Tan, Nick Hajli
exaly