Results 11 to 20 of about 14,727,177 (341)

Building Relationship Equity: Role of Social Media Marketing Activities, Customer Engagement, and Relational Benefits

Journal of Theoretical and Applied Electronic Commerce Research
In today’s service-driven economy, brands increasingly turn to social media marketing activities (SMMA) to build meaningful, long-term customer relationships.
Faheem ur Rehman, Hasan Zahid, Abdul Qayyum, Raja Ahmed Jamil   +3 more
doaj   +2 more sources

The Relationship Between Gamification, Brand Engagement and Brand Equity [PDF]

Proceedings of the Annual Hawaii International Conference on System Sciences, 2019
Peer ...
Xi, Nannan, Hamari, Juho
openaire   +5 more sources

From traditional roots to digital bytes: Can digitalizing ESG improves Ghanaian rural banks’ brand equity through stakeholder engagement, and customer loyalty?

Cogent Business & Management, 2023
This study examines the impact of Digitalized Environmental, Social, and Governance (DESG) practices on rural banks in Ghana, focusing on their relationship with stakeholder engagement, customer loyalty, brand equity, and financial performance. The study
Francis Atta Sarpong, Peter Sappor, George Nyantakyi, Isaac Ahakwa, Owusu Esther Agyeiwaa, Benjamin Blandful Cobbinah   +5 more
doaj   +2 more sources

The influence of relationship marketing orientation on brand equity in banks

, 2015
During the last few decades, business philosophy has shifted from marketing orientation to Relationship Marketing Orientation (RMO). Service-oriented organizations, such as banks, increasingly apply RMO to enhance their brand management practices, such ...
D. Yoganathan, Charles Jebarajakirthy, Paramaporn Thaichon   +2 more
semanticscholar   +2 more sources

Gender Stereotypes and Relationship Equity and Satisfaction

, 2019
Gender stereotypes divide men and women along biological, emotional, and cognitive lines. This social construct can be summed up by the phrase “men are from Mars, women are from Venus.†The sex of a person is the biological category of male or female and gender is the social aspect of being male or female (Robinson et al., 2001).
J. Newsome
openaire   +4 more sources

Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam

Cogent Business & Management, 2022
The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction.
V. Tran, N. Nguyen
semanticscholar   +1 more source

Exploring the Relationship Between Corporate Social Responsibility, Trust, Corporate Reputation, and Brand Equity

Frontiers in Psychology, 2021
The purpose of this study is to investigate the relationship between corporate social responsibility (CSR), corporate reputation (CR), and brand equity (BE).
Yan Zhao, Manzir Abbas, Madeeha Samma, Tarik Ozkut, Mubbasher Munir, Samma Faiz Rasool   +5 more
semanticscholar   +1 more source

The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship

, 2021
The present study examines the role of celebrity credibility in building brand equity and relationship continuity with the help of brand credibility as a mediator. The experience of usage of smartphones is considered as a moderator. A survey is conducted
R. Singh, Neelotpaul Banerjee
semanticscholar   +1 more source

Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience

Journal of business research, 2020
Consumers increasingly use social media brand communities to gather information about brands and to inform their purchase decisions. Building on uses and gratifications theory and brand experience we hypothesize that consumer benefits deriving from ...
L. Zollo, Raffaele Filieri, Riccardo Rialti, Sukki Yoon   +3 more
semanticscholar   +1 more source

Promote or inhibit: State-owned equity participation and family firms’ innovation investment

Journal of Innovation & Knowledge, 2023
Targeting A-share listed family firms on the Shanghai and Shenzhen Stock Exchange, this study focuses on the special situation of state-owned equity participation in non-state-owned enterprises.
Kanghong Li, Yuyan Xiang, Changbao Zhou, Runhui Lin   +3 more
doaj   +1 more source