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Anteseden dan Konsekuensi dari Consumer Brand Engagement [PDF]
, 2023 Penelitian ini memiliki tujuan untuk menganalisis pengaruh Entertainment, Customisation, Interaction, Electronic Word of Mouth (EWOM), dan Trendiness, terhadap Consumer Brand Engagement dan Consumer Brand Engagement terhadap Brand Image.
Riorini, Sri Vandayuli +3 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
doaj +1 more source
The Role of Brand Personality in Consumer Brand Engagement
INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT, 2023 The purpose of this paper is to explore the connection between brand character and customer commitment. The personality of a brand describes how its products and services are perceived by its target audience. Brand engagement refers to the emotional investment and participation of customers in a brand. Highlighting significant results and research gaps,
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Antecedents and consequences of luxury brand engagement in social media [PDF]
Spanish Journal of Marketing-ESIC, 2019 Purpose – The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and ...
Amélia Brandão +2 more
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Factors Increasing Consumer Engagement of Branded Content in Instagram [PDF]
IEEE Access, 2021 Companies use social media to foster ongoing relationships with customers. One specific way companies do this is by fostering brand communities through fan pages on social networking sites. These virtual platforms allow consumers to become brand advocates.
Elena Cuevas-Molano +2 more
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User-Generated Content and Consumer Brand Engagement [PDF]
, 2019 Debates on the importance of user-generated content (UGC) and consumer brand engagement have increasingly gained attention amongst researchers, practitioners, marketing managers, and business leaders. UGC is a concept popularized in the 21st century with the advent and rise of Web 2.0 technology. Web 2.0 has gained recognition due to its novel features
Naeem, Muhammad, Okafor, S.
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A theoretical perspective on consumer brand engagement
INTERNATIONAL JOURNAL OF COMMERCE AND BUSINESS MANAGEMENT, 2020 Consumer brand engagement has a major impact on the output and the revenues of a company. Consumer engagement refers to a psychological state which is directed towards an engagement object. The engagement object can be of various types such as a product or a service brand, organisation, organisational entities etc.
Shobha Pandey, Saurabh Singh
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Amalee, 2023 Social media has become an almost ubiquitous environment for human interaction. As a result, as the use of Social Media becomes more and more common, companies today are trying to reach and interact with customers and prospects through social media ...
Riva Su’ada, Ahyar Yuniawan
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Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector [PDF]
African Journal of Hospitality, Tourism and LeisureThis study aims to investigate how consumer-celebrity match impacts brand engagement and loyalty in the hospitality industry with an effort to understand better consumer-celebrity marketing and its underlying principles the Meaning Transfer Model (MTM ...
Duong Bao TRUNG +3 more
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AMAR (Andalas Management Review), 2023 The customer engagement behavior is an important concept for the company along with the increasing use of social media by consumers. Previous studies examined customer engagement behavior on social media by the role of technology factors or features on ...
Dwi Martiyanti
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