Applying organisational capability models to assess the maturity of digital-marketing governance
D Chaffey - Journal of marketing management, 2010 - Taylor & Francis
The value of capability maturity models for assessing management of digital channels within
an organisation is reviewed. The capability maturity model described covers six key digital …
an organisation is reviewed. The capability maturity model described covers six key digital …
A computational model for mining consumer perceptions in social media
Abstract The proliferation of Big Data & Analytics in recent years has compelled marketing
practitioners to search for new methods when faced with assessing brand performance …
practitioners to search for new methods when faced with assessing brand performance …
Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust
J Chen-Yu, S Cho, D Kincade - Journal of Global Fashion …, 2016 - Taylor & Francis
With continuous growth in online apparel shopping, many consumers have experience not
only in purchasing brand products online, but also in making repeat purchases. Although …
only in purchasing brand products online, but also in making repeat purchases. Although …
Influencing factors of brand perception on consumers' repurchase intention: An examination of online apparel shopping
Sažetak The objective of this study is to analyse the impact of brand perception on
repurchase intention in the case of online apparel shopping in Pakistan. This study is based …
repurchase intention in the case of online apparel shopping in Pakistan. This study is based …
Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry
RA Raji, S Mohd Rashid… - Journal of Marketing …, 2019 - Taylor & Francis
Previous studies on consumer-based brand equity (CBBE) have maintained that CBBE is a
multidimensional construct which reflects both consumers' perceptions and attitudes …
multidimensional construct which reflects both consumers' perceptions and attitudes …
An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education
T Girard, M Pinar - Journal of Applied Research in Higher Education, 2021 - emerald.com
Purpose This study aims to use a holistic approach to empirically examine the direct and
indirect relationships of both core and supporting consumer-based brand equity (CBBE) …
indirect relationships of both core and supporting consumer-based brand equity (CBBE) …
Measuring a multidimensional green brand equity: a tool for entrepreneurship development
P Cuesta-Valino, P Gutierrez-Rodriguez… - British Food …, 2021 - emerald.com
Purpose This study analyses the dimensions of the brand equity of organic agri-food
products using a multidimensional approach. It also examines the direct and indirect …
products using a multidimensional approach. It also examines the direct and indirect …
Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge
Purpose This paper aims to investigate whether a message from a brand with stronger
brand equity generates more trust than a message from a brand with lower brand equity …
brand equity generates more trust than a message from a brand with lower brand equity …
Sources of brand equity for online companies
RE Rios, HE Riquelme - Journal of Research in Interactive Marketing, 2010 - emerald.com
Purpose–The purposes of this paper are to test sources of brand equity for online
companies and to examine the role of selective internet marketing activities on the brand …
companies and to examine the role of selective internet marketing activities on the brand …