Results 281 to 290 of about 11,039 (305)

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

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

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

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

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
Zalfa Laili Hamzah, Muhammad Waqas
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
Waqar Nadeem, Teck Ming Tan, Mina Tajvidi   +2 more
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
Graeme Mclean, Kofi Osei-Frimpong
exaly  

Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

Journal of Retailing and Consumer Services, 2020
Raed Algharabat, Nripendra P Rana, Ali Abdallah Alalwan   +2 more
exaly  

Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation

International Journal of Research in Marketing, 2021
Cynthia M Webster
exaly