Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Günümüzde, küreselleşmenin bu denli yoğun gerçekleştiği bir dünyada, etkileşim ve aktör
sayısının her geçen gün arttığı da göz önünde bulundurulduğunda ortak bir iyinin etrafında …

Purpose This study aims to focus on the information sharing behavior of employees in the
context of online brand advocacy based on the cognition–affection–behavior framework …

Bu çalışmanın amacı nüfuz pazarlamasında nüfuzluya olan güvenin marka değeri, marka
aşkı ve satın alma niyeti üzerindeki etkisinin araştırılmasıdır. Araştırmanın evrenini 1 …

Social media is an important tool in developing digital business. Therefore, it must be owned
and utilized by every novice entrepreneur known as StartUp. There are so many things that …

South African youth are a diverse, multicultural heterogeneous cohort differentiated racially,
spatially, digitally and socio-economically. This study aimed to develop a quantitative …

While it is clear that minority-owned businesses are growing rapidly in the United States,
research shows many tend to have high failure rates because of low profitability and low …

Brand equity antecedents are essential in the creation and development of brand advocacy
strategies and implementation tactics that transform conventional customers into active …

The following article discusses the newly proposed concept of magical chain and its
application to the strategic development of small brands. The concept is compared with …

This study aims to determine the effects of social media on customer evangelism in electrical
products. This study was carried out to see how evangelists use social media to offer review …