Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes
T Fernandes, F Guzman, M Mota - Journal of Product & Brand …, 2024 - emerald.com
Purpose Consumers increasingly expect brands to have a social purpose. Yet, guidelines
on how to effectively engage in conscientious purpose-driven branding are lacking. This …
on how to effectively engage in conscientious purpose-driven branding are lacking. This …
Does prior trust work as a buffer? Examining the impact of perceived betrayal on customer responses to a double deviation
A Temessek Behi, N Ben Dahmane Mouelhi… - EuroMed Journal of …, 2024 - emerald.com
Purpose This study aims to explain customer reactions to a double deviation by examining
the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the …
the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the …
Brand transgression in corporate social responsibility era: empirical evidence from hospitality industry
Consumers rely on prior information and interactions with the brands to develop their
expectations through the firm's corporate social responsibility (CSR) initiatives, but some …
expectations through the firm's corporate social responsibility (CSR) initiatives, but some …
When personalities collide: examining the impact of consumer and brand personalities' interplay on brand hate development
A Yadav - Journal of Product & Brand Management, 2024 - emerald.com
Purpose This study aims to propose and test an appraisal theory-based framework that
depicts the impact of negatively valenced brand personality dimensions on brand hate …
depicts the impact of negatively valenced brand personality dimensions on brand hate …
How Harmful Brand Hate Can Be: The Moderating Role of Neuroticism and Extraversion
PM dos Santos, CM Bairrada… - Scientific Annals of …, 2023 - ceeol.com
This research analyses some of the antecedents and consequences of brand hate and
examines the moderating effects of neuroticism and extraversion personality traits on …
examines the moderating effects of neuroticism and extraversion personality traits on …
Unveiling the Shadows: Exploring the Impact of Negative Word-of-Mouth on Consumer Outcome within Online Brand Communities
B Douglas, J Miri - 2024 - diva-portal.org
Background: The digitalisation and rise of social media completely transformed the
dynamics of communication where marketers lost full control over the marketing message to …
dynamics of communication where marketers lost full control over the marketing message to …
The effect of negative experiences from online food delivery platforms on the desire to avoid and the desire to retaliate in the tourism industry (Tehran city case study)
Y Shirmohammadi, D Kargarzadeh - Geographical Journal of …, 2023 - gjts.malayer.iau.ir
Today, the use of online food delivery platforms has increased during the pandemic and so
have complaints and negative reviews, which are available online for all to see. Therefore …
have complaints and negative reviews, which are available online for all to see. Therefore …