Consumer engagement in social media brand communities: A literature review
With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …
engagement in social media brand communities. However, we lack a holistic understanding …
Making sense of sensory brand experience: Constructing an integrative framework for future research
This study asserts that conceptualizing sensory brand experience (SBE) as an independent
construct is critical to expanding our understanding of experiences provided by brands. To …
construct is critical to expanding our understanding of experiences provided by brands. To …
The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores
Prior studies on the in‐store experience focus on the impact of store atmosphere. Sensory
marketing and brand experience, on the other hand, have been found to be significant in …
marketing and brand experience, on the other hand, have been found to be significant in …
What does phygital really mean? A conceptual introduction to the phygital customer experience (PH-CX) framework
W Batat - Journal of Strategic Marketing, 2024 - Taylor & Francis
Although phygital is overly used across businesses, the construct lacks an academic
conceptualization. The existing studies define the concept in regards to the marketing …
conceptualization. The existing studies define the concept in regards to the marketing …
Examining the psychological process of developing consumer-brand relationships through strategic use of social media brand chatbots
As brands increasingly integrate artificial intelligence (AI)-enabled automation as part of
their communication efforts, marketers have employed social media brand chatbots to …
their communication efforts, marketers have employed social media brand chatbots to …
Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love
X Chen, H Qasim - Journal of Consumer Behaviour, 2021 - Wiley Online Library
The present study aims to examine the influence of perceived social media marketing
activities (SMMAs) on the consumer‐based brand equity and brand love and to analyze the …
activities (SMMAs) on the consumer‐based brand equity and brand love and to analyze the …
Role of brand experience in predicting consumer loyalty
Purpose This study investigated the role of brand experience dimensions (behavioral,
intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI) …
intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI) …
CSR influence on brand loyalty in banking: The role of brand credibility and brand identification
M Fatma, I Khan - Sustainability, 2023 - mdpi.com
The present research study examines the influence of perceived corporate social
responsibility (CSR) on consumer brand loyalty in the banking industry. The present …
responsibility (CSR) on consumer brand loyalty in the banking industry. The present …
Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions
V Kumar, AK Kaushik - Journal of Travel & Tourism Marketing, 2020 - Taylor & Francis
Destination brand engagement (DBE) has emerged as a valuable construct for developing
and maintaining enduring relationships with consumers. This study investigates the …
and maintaining enduring relationships with consumers. This study investigates the …
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand
experience and brand attachment | Emerald Insight Books and journals Case studies Expert …
experience and brand attachment | Emerald Insight Books and journals Case studies Expert …