Tujuan dari penelitian ini dibuat untuk menguji pengaruh pengalaman emosional positif
pada electronic word of mouth terhadap kepuasan konsumen, reputasi merek dan loyalitas …

E-commerce is becoming one of the most popular forms of online activity. However, as
online shopping increases, consumer commitment to brands decreases. To remedy this …

Method: Empiric research based on literature analyse Goal: Pioneering a brand personality
archetype scale (BPAS) based on Neo-Jungian Archetypes framework. Results: Neo …

Brand experience has a direct relationship with brand loyalty, compelling businesses to
manage consumers' brand experience. A vehicle for creating memorable brand experience …

The study that involved 842 respondents in the completion of a real-time shopping task for a
fictitious retailer, examined the real-time influence of selected sensory cues that could viably …

Abstract [eng] Topic relevance. Artificial Intelligence (AI) is permeating all industries with its
rapid development. For example, in 2022, 35% of companies were using IoT in a variety of …

The notion of 'sensory'is complex and bounded with different disciplines. Even though the
relationship between the senses and consumer-marketing has been acknowledged, the …

Modern shoppers are inundated with purchasing options in every product category, with
thousands of brands competing for their patronage. It has therefore become increasingly …

Formatvorlage LiM® – Arbeitspapiere Page 1 markstones Institute of Marketing, Branding &
Technology MARKSTONES - ARBEITSPAPIERE Herausgeber: Univ.-Prof. Dr. Christoph …

The chapter presents the topics of corporate brand strategy, stakeholders and digital and
innovative technologies. In addition, it analyses the linkage between branding strategies …