How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand …

W Nadeem, TM Tan, M Tajvidi, N Hajli - Technological Forecasting and …, 2021 - Elsevier
The presence of brands on social networking sites is raising the competitive bar and
providing opportunities for consumers to experience products and services. In this sense, it …

The phenomenon of brand hate: A systematic literature review

M Taqi, RP Bagozzi, T Tuğrul… - Journal of Marketing …, 2024 - Taylor & Francis
Research on the positive emotions that consumers develop toward brands is well-
established in the marketing literature. Studies on the negative consumer emotions toward …

How can perceived consistency in marketing communications influence customer–brand relationship outcomes?

M Šerić, Đ Ozretić-Došen, V Škare - European Management Journal, 2020 - Elsevier
This paper examines the impact of perceived consistency in marketing communications on
customer–brand relationship outcomes. The perception of consistent message and image …

The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam

HKT Nguyen, PTK Tran, VT Tran - Journal of Hospitality and Tourism …, 2023 - emerald.com
The relationships among social media communication, brand equity and satisfaction in a
tourism destination: the case of Danang city, Vietnam | Emerald Insight Books and journals …

Does loyalty matter? Impact of brand loyalty and sales promotion on brand equity

J Joseph, B Sivakumaran, S Mathew - Journal of Promotion …, 2020 - Taylor & Francis
Brand Equity erosion due to non-consumer franchise building (non-CFB) sales promotions
have been a recurring theme in extant literature. However, the disproportionate increase in …

Understanding brand equity in hotel firms. What is the role of brand loyalty and satisfaction?

M Šerić, I Gil-Saura - International Journal of Contemporary …, 2019 - emerald.com
Purpose This paper aims to focus on examining the relationships between hotel brand
equity (BE), brand satisfaction (BS) and brand loyalty, considering both behavioral loyalty …

Omnichannel integration quality, perceived value, and brand loyalty in the consumer electronics market: The mediating effect of consumer personality

C Asare, M Majeed, NA Cole - Advances in Information Communication …, 2022 - Springer
Multiple channel system has emerged as a strong tool for competitiveness. The purpose of
this study is to investigate impact of omnichannel integration quality on brand loyalty and …

Enhancing brand loyalty: A relationship marketing perspective within the context of contractual services

S Chatzi, E Peitzika, G Konsolaki - Journal of Relationship …, 2024 - Taylor & Francis
Keeping customers loyal is extremely important in services contexts. The overall purpose of
this study is to stress the importance of building brand relationships and enhancing brand …

The effect of brand trilogy on cosmetic brand loyalty

JA Pribadi, M Adiwijaya, H Herjanto - 2019 - repository.petra.ac.id
Brand loyalty is claimed as a MUST ingredient for businesses to ensure their business
sustainability. This article joins the long list of brand research by investigating the effect of …

[图书][B] Social media strategies for increasing sales

L Ezeife - 2017 - search.proquest.com
Social media have transformed business commerce and consumer communication, yet
organizational leaders lack clear strategies for using social media platforms to their …