Results 21 to 30 of about 92,179 (299)
Frontiers in Psychology, 2022 The use of e-commerce has exploded due to the impact of COVID-19. People with no experience in e-commerce prior to the COVID-19 pandemic began online shopping for their safety following the pandemic outbreak.
Yi Ding +3 more
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Pengaruh Pengalaman Dan Keterikatan Emosional Pada Merk Terhadap Loyalitas Konsumen
Jurnal Manajemen Teori dan Terapan, 2011 Having consumers who repeatedly purchase the brand is marketers’ desire. This study develops arguments that repeated purchase determined by the experience of customers with the brand as well as how strong their emotional attachment toward the brand. This
Badri Munir Sukoco, Reza Aditya Hartawan
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Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment [PDF]
, 2016 Cause-related marketing (CRM) is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society.
Gouran, Dennis +3 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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Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type [PDF]
Pakistan Journal of Commerce and Social Sciences, 2018 Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept.
Muhammad Sheeraz (Corresponding author) +3 more
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Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model
SAGE Open, 2022 Rapid advances in mobile technology with high product diversity have led to high levels of smartphone brand switching among users. Hence, customers’ brand loyalty is the key to a smartphone manufacturer’s survival in this highly competitive market.
Linda Seduram +4 more
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The role of emotional structures in the relationship between satisfaction and brand loyalty
Cogent Psychology, 2020 Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and ...
Davood Ghorbanzadeh, Atena Rahehagh
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Lovemarks Drivers Effect on Luxury Fashion Brands Emotional Attachment
Business and Management Studies, 2023 This research endeavors to investigate the effect of lovemarks on luxury fashion consumer decision-making in Egypt, examining its implications on the international competitive posture of Egyptian luxury firms. It seeks to bridge a significant research gap in the understanding of luxury consumer behavior in Egypt, particularly against the backdrop of ...
Fatma Ali, Hala M. Labib Enaba
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Event-marketing as innovative marketing communications: Reviewing the German experience [PDF]
, 2004 As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communications (Kroeber-Riel 1984) and, consequently, in need of new ways ...
Whelan, Susan, Wohlfeil, Markus
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The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image [PDF]
المجلة العلمیة للدراسات والبحوث المالیة والتجاریة, 2021 In the airline industry, brand authenticity and Emotional brand attachment (EMA) are important constructs. This study aims to investigate a conceptual model displaying the brand authenticity effect on EMA using a multi-dimensional scale. The study proposed the moderating role of Brand Image in the proposed model by using Income and Education as Control
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