Results 271 to 280 of about 11,039 (305)

The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions

Journal of Retailing and Consumer Services, 2021
Abstract Grounded on service-dominant logic (S-D logic), a vital issue for marketers is to understand how the multiple approaches encouraging consumer participation (CP), as manifested by consumer-consumer interaction (CCI) and consumer-brand interaction (CBI), reflect on the extent of consumer-brand engagement (CBE).
Man Lai Cheung, Guilherme D Pires, Philip J Rosenberger   +2 more
exaly   +3 more sources

Consumer and brand engagement on Facebook brand pages

, 2018
Social media has sparked a remarkable change in the way brands engage with consumers and has empowered consumers to collectively voice their opinions with unprecedented scale. Challenged by the empowerment that consumers have gained, marketers are continuously engaging consumers through dedicated brand communities on social media platforms.
Chedia Dhaoui (12309002)
openaire   +2 more sources

Consumer engagement in an online brand community

Electronic Commerce Research and Applications, 2017
Abstract 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
Francisco José Martínez-López, Rafael Anaya-Sánchez, Sebastian Molinillo, Rocío Aguilar-Illescas, Irene Esteban-Millat   +4 more
openaire   +1 more source

Consumer-Brand Engagement With E-Commerce Market Place Brands

Journal of Electronic Commerce in Organizations, 2020
Consumer-brand engagement (CBE) has gained much attention from both the academicians and practitioners. However, despite such scholarly attention, only a few studies have empirically tested the scale of CBE. Moreover, limited attention is paid toward examining the consumer-brand relationships in the e-commerce marketplace context.
Pankaj Kumar Mohanty, Dipanjan Kumar Dey
openaire   +1 more source

The impact of eWOM on consumer brand engagement

Marketing Intelligence & Planning, 2020
PurposeIt is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE).
Mukta Srivastava, Sreeram Sivaramakrishnan   +1 more
openaire   +1 more source

Consumer engagement in a virtual brand community: An exploratory analysis

Journal of Business Research, 2013
CONSUMER ENGAGEMENT IN A VIRTUAL BRAND COMMUNITY: AN EXPLORATORY ANALYSIS Consumer engagement in a virtual brand community: an exploratory analysis (-
Roderick J Brodie, Biljana Jurić, Linda D Hollebeek   +2 more
exaly   +1 more source

Grounding Consumer-brand Engagement: A field-driven conceptualisation

International Journal of Market Research, 2015
Consumer-brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence. Hence our study is aimed at investigating the distinctive characteristics and the development phases of CBE. Our study adopted Grounded Theory methodology. Data were collected throughout semi-
Graffigna, Guendalina, Gambetti, Rossella Chiara   +1 more
openaire   +1 more source

The impact of consumer-brand engagement on brand experience and behavioural intentions

British Food Journal, 2017
PurposeThe purpose of this paper is to investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness to accept brand extension, willingness to pay a premium price) in relation to food brands.Design/methodology/approachThe authors propose a conceptual model comprising five ...
RISITANO, Marcello, Romano, Rosaria, Sorrentino, Annarita, QUINTANO, Michele   +3 more
openaire   +5 more sources

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

Harley-Davidson: Building a Brand Through Consumer Engagement

SSRN Electronic Journal, 2010
This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on the causes, consequences, and threats to almost fanatical brand loyalty exhibited by Harley owners.
Paul W. Farris, Eric A. Gregg
openaire   +1 more source