[HTML][HTML] Unravelling the customer journey: A conceptual framework and research agenda
While customer journey (CJ) research proliferates, prior studies have adopted different CJ
conceptualisations, theoretical perspectives, and methods, fostering fragmentation in CJ …
conceptualisations, theoretical perspectives, and methods, fostering fragmentation in CJ …
From human to virtual: Unmasking consumer switching intentions to virtual influencers by an integrated fsQCA and NCA method
Z Shao - Journal of Retailing and Consumer Services, 2024 - Elsevier
The growing prominence of Human-Computer Interaction and Artificial Intelligence has
propelled the popularity of virtual influencers in social media. Nevertheless, the widespread …
propelled the popularity of virtual influencers in social media. Nevertheless, the widespread …
Consumer response to E-commerce service failure: Leveraging repurchase intentions through strategic recovery policies
The study emphasizes on the impact of online retailers' recovery policies on consumer
empowerment and gratification together with repurchase intentions. The research surveyed …
empowerment and gratification together with repurchase intentions. The research surveyed …
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love
Purpose This paper aims to identify the mechanism through which consumer empowerment,
created via the Facebook brand page (FBBP), is transformed into brand page stickiness …
created via the Facebook brand page (FBBP), is transformed into brand page stickiness …
Differences in advertising's effectiveness across age groups
Our research explores differences in cognitive evaluative measures of consumer buying
behaviour and advertising's effectiveness across age groups. We seek to ascertain if older …
behaviour and advertising's effectiveness across age groups. We seek to ascertain if older …
Online content creators' and viewers' interdependent journeys
The creator economy features a pertinent, growing role of content creators and-viewers,
revealing this service sub-sector's rising economic, and strategic, contribution. In parallel …
revealing this service sub-sector's rising economic, and strategic, contribution. In parallel …
[HTML][HTML] The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective
L Zhou, L Niu, T Zhao - Journal of Theoretical and Applied Electronic …, 2024 - mdpi.com
As augmented reality (AR) technology becomes more prevalent in marketing, its impact on
consumer memory processes, particularly brand recall, remains underexplored. This study …
consumer memory processes, particularly brand recall, remains underexplored. This study …
Creativity in distinctive brand assets
G Velykytė - Creativity Studies, 2023 - ijspm.vgtu.lt
The article discloses creativity in develo** brand assets and explores the relationship
between creativity, distinctive brand assets, and divergent thinking. The scientific novelty of …
between creativity, distinctive brand assets, and divergent thinking. The scientific novelty of …
The Effect of Perceived Quality, Brand Awareness, and Brand Association in Building Brand Loyalty Among Young Consumers
The purpose of this study was to examine the effect of perceived quality, brand awareness,
and brand association in creating brand loyalty among consumers. Data from 100 …
and brand association in creating brand loyalty among consumers. Data from 100 …
Understanding the evolution of customer trust in sustainable products: A customer journey perspective.
HW Hassink - 2024 - essay.utwente.nl
In today's business landscape, the demand for sustainable products is on the rise, driven by
increasing environmental awareness among customers. This shift in customer preferences …
increasing environmental awareness among customers. This shift in customer preferences …