The Role of Nostalgia-Evoked Marketing in Driving Brand Engagement Among Millennials. Emotional Brand Attachment as A Mediator [PDF]
Mağallaẗ Rāyaẗ Al-Dawliyyaẗ Lil ʿulūm Al-TiğāriyyaẗIn increasingly competitive and digitally saturated markets, brands are continuously seeking emotionally resonant strategies to strengthen consumer engagement.
Dr. Yasmeen Mohamed Almaleeh +1 more
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Social Sciences and Humanities Open, 2023 This study investigates the impacts of various nonbrand-owned digital touchpoints for restaurant brands, which are social support and credible influencer on trust in multichannel.
Norzalita Abdul Aziz +2 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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Online store brand experience impacting on online brand trust and online repurchase intention: The moderating role of online brand attachment [PDF]
, 2020 The scope of this research is to examine the impact of online store brand experience on online brand trust and online repurchase intention. Additionally, the study tests whether online brand attachment moderates these influences. Data was gathered in two
Panditharathna, R. +2 more
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Pengaruh Self Image Congruence & Functional Congruence Terhadap Brand Love Dengan Emotional Brand Attachment Sebagai Variabel Mediasi (Studi Pada Konsumen Pengguna iPhone di Indonesia) [PDF]
, 2023 Penelitian ini bertujuan untuk mengetahui pengaruh self image congruence dan functional congruence terhadap brand love dengan emotional brand attachment sebagai variabel mediasi pada pengguna iPhone di Indonesia.
ALFIANSYAH, Alfin
core
Impact of dance in advertisements on emotional attachment towards the advertised brand: Self-congruence theory [PDF]
, 2020 The present study examines how consumers’ perceived congruence between their self-concept and the image of the dance incorporated in online advertisements influences emotional attachment toward the advertised brand.
Manyiwa, S.
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브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향
Asia Marketing Journal, 2010 Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli.
Jie Un Lee, Joo Eon Jeon, Jae Young Yoon
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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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Journal of Management Small and Medium Enterprises (SME's)The sneaker industry has witnessed remarkable growth in recent years, accompanied by a surge in new brands, intensifying the battle for customer loyalty.
Monica Desty Armenia +1 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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