HEIs globally face growing competition that demands new marketing strategies and
practices to leverage the power of social media platforms to increase brand engagement of …

Novelty is an essential component that makes tourism experiences memorable and invokes
revisit intention in tourists. This study aims to evaluate the measurement model of novelty …

The study aims to provide the concept of “holistic digital engagement”(HDE) in marketing
and establish its psychological antecedents through brand identity, brand personality, and …

Purpose–The study aims to theoretically establish brand personality, brand experience,
brand attributes, and brand affect as antecedents of brand engagement. Additionally, this …

Since engagement is a relatively new concept in the field of marketing and is not usually
included when studying brand equity, this paper aims to analyze what role engagement has …

Abstract Sentralitas Merek Menjadi Pusat Kehidupan Konsumen. Suatu merek dapat
menjadi pusat kehidupan konsumen. Sejauh mana suatu merek mempunyai tempat sentral …

A high degree of competitiveness exists between brands within many industries, both pre-
and post-Covid-19. The retail industry in South Africa is characterised by fierce competitive …

This research examines the role of marketing content in driving sales and increasing brand
engagement. Through literature analysis and empirical studies, the relationship between …

This research investigated the concept of employee brand performance in the context of
banks, which is an under-investigated topic. Both literature and practice show that branding …

O Marketing está e deve estar presente em todas as interações entre um consumidor e uma
marca, seja de forma mais ou menos constante e profunda. As relações que são …