Results 241 to 250 of about 9,937 (263)
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B2B ONLINE BRAND COMMUNICATION AND BRAND LOYALTY
Global marketing conference proceeding, 2016Wolfgang Fritz, Benjamin Wille-Baumkauff
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Role of customer perceived brand ethicality in inducing engagement in online brand communities
Journal of Retailing and Consumer Services, 2023Vikrant Kaushal, , Vikas Kumar
exaly
Brand Resonance Behavior among Online Brand Community
2017Brand commitment studies had gained considerable attention in today’s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enables interactive communication had offered a new mechanism for owner of the brand to strengthen the bond among their ...
Shaari, Hasnizam, Ahmad, Intan Shafinaz
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Enhancing participation intentions in online brand communities
Marketing Intelligence and Planning, 2022Vikas Kumar
exaly
Brand loyalty creation within online brand communities
2011The purpose of the research is to understand how brand loyalty is created within online brand communities. Additionally, a comparison of the brand loyalty creation process between company-initiated and consumer-initiated online brand community is undertaken.
Dubois, Théophile, Westerhausen, Uwe
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Firm-hosted online brand communities and new product success
Journal of the Academy of Marketing Science, 2013Christian Homburg +2 more
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Consumer engagement in online brand communities: a social media perspective
Journal of Product and Brand Management, 2015Cleopatra Veloutsou +2 more
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