This paper combines insights from marketing and information systems research to arrive at an integrative model of online brand experience. In this model emotional aspects of brand …
Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you …
Purpose–The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and …
Purpose–The role of affective states in consumer behaviour is well established. However, no study to date has examined online affective states empirically as a basis for constructing …
A Palmer, Q Huo - Journal of Marketing Management, 2013 - Taylor & Francis
Trust is central to many marketing models; however, few studies have measured its components over time. Many longitudinal studies have relied on retrospective recall. This …
S Alwi, S Azwan Ismail - Marketing Intelligence & Planning, 2013 - emerald.com
Purpose–This study aims to investigate how price and other service brand attributes (such as website attractiveness, efficiency, privacy, fulfilment) determine e‐brand …
A Dwivedi, B Merrilees - Australasian Marketing Journal, 2013 - journals.sagepub.com
The brand extension literature outlines a pivotal role of consumers' brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of …
R Hansen, N Bjørn-Andersen - Journal of theoretical and applied …, 2013 - mdpi.com
A literature review of existing assessment frameworks for B2C websites over more than ten years reveals that they are all built bottom-up through an essentially empirical approach of …
Identifying the consumers who create content about products and brands is critical to a successful social media strategy because in doing so, these consumers exert great …