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Enhancing the Customer Brand Engagement through Brand Authenticity and Marketing Agility Theoretical Analysis, Conceptual Framework and Research Agenda [PDF]
المجلة العلمية للبحوث التجارية - جامعة المنوفية, 2023 This paper aims, on one hand, at determining the nature of the relationship between brand authenticity and customer brand engagement, and identifying, on the other hand, that relationship between brand authenticity and marketing agility. Also, this paper
وائل عبد الرازق احمد قرطام +2 more
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JPBM (Jurnal Pendidikan Bisnis dan Manajemen), 2023 This study focuses on determining the impact of customer variety-seeking on brand switching intention by exploring the mediation role of customer engagement in streaming services in Indonesia.
Lysandra Priscilla, Popy Rufaidah
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ANALISA LOYALITAS GENERASI Z TERHADAP PILIHAN SKINCARE
Jurnal Ilmiah Bisnis dan Ekonomi Asia, 2023 Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand satisfaction dan customer engagement terhadap brand loyalty melalui brand attitude, brand attachment dan customer trust.
Alifia Lisda Zetty Aqmi +1 more
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Frontiers in Psychology, 2021 Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage.
Yuying Liu +3 more
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The role of social media marketing (SMM) in building frozen food brand loyalty [PDF]
Innovative Marketing, 2023 Social media platforms help businesses connect, communicate, and access information, boosting brand loyalty and awareness. This study aims to determine the relationship between social media marketing, brand engagement, and brand trust toward customer ...
Yokie Radnan Kristiyono +2 more
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Revue Marocaine de Recherche en Management et Marketing, 2021 Brand attachment, customer trust and customer engagement have been recognized for their mandatory role to build a strong brand-customer relationship and brand loyalty.
ZINEB RHAJBAL +2 more
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SAGE Open, 2021 This study investigates the mediating effect of brand experience on the relationship between customer motivation and engagement behavior and conceptualizes customer motivation from the multiple dimensions of information seeking, entertainment, and social
Xi Chen, Chunlan Jiao, Ran Ji, Yu Li
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SAGE Open, 2021 The study investigates how corporate social responsibility (CSR) impacts customer engagement and the mediating role of customer-brand identification and customer satisfaction.
James Agyei +4 more
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Enhancing the Customer Brand Engagement through Brand Authenticity: The Mediating Role of Marketing Agility [PDF]
Mağallaẗ Rāyaẗ Al-Dawliyyaẗ Lil ʿulūm Al-TiğāriyyaẗThe study primary purpose is to determine the nature of the relationship between brand authenticity (BA) and customer brand engagement (CBE), Moreover, identifying the nature of the relationship between brand authenticity and marketing agility (MA),in ...
إيمان حسانين السيد طه +2 more
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HUBUNGAN ANTARA BRAND TRUST DENGAN CUSTOMER ENGAGEMENT PADA MAHASISWI PENGGUNA WARDAH KOSMETIK
Jurnal Empati, 2018 The competition of cosmetics industry demands companies to increase customer engagement of the products. Customer engagement is a process that involves physical presence , cognitive and emotional that are confronted by having relation with brand and ...
ROSTIKA ADI SUKAMDEWI, Unika Prihatsanti
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