Recent studies have highlighted the importance of social media brand communities to brand
loyalty. This paper aims to stress the role of the brand in that relationship, suggesting a …

Purpose The purpose of this paper is to explore the levels social media (SM) platforms are
influencing consumer decision-making process for Generation X and Y consumers in the …

Purpose This paper aims to provide a better understanding of negative consumer–brand
relationships in social-media-based anti-brand communities from a consumer culture theory …

This study seeks to examine and unearth antecedents to co-creation behaviours within a US
retail banking context. A critical aspect for marketing managers and academics alike, co …

Purpose This study aims to build on the notion of brand evangelism developed by Becerra
and Badrinarayanan (2013) by examining how brand relationship variables regarding one …

Marketers today use social networking sites as their communication channel to promote their
brands. There is a growing importance to this media to increase consumer's online …

The rise of internet users directly influences the usage of e-commerce platform in Indonesia.
This growth also influences the competition between brands whom utilize e-commerce …

Quoting the fashion genius Coco Chanel:“Fashion is not something that exists in dresses
only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is …

Regardless of the extensive use of the term 'engagement'in the milieu of offline and online
brand communities, the fundamental meaning and practical nitty-gritty for the core …

Online brand communities (OBCs) provide businesses with a mechanism to generate
unparalleled consumer engagement, loyal customer relationships, and reliable marketing …