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Five decades of self‐congruity in consumer behaviour research: a systematic review and future research agenda
The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …
research on its effect on consumer behaviour is still evolving, ensuing the literature …
Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth, psychological ownership, and self-brand congruity
As consumers become more conscious of the deteriorating state of the environment,
organizations too are beginning to demonstrate their sustainable commitments in …
organizations too are beginning to demonstrate their sustainable commitments in …
The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model
Purpose This paper aims to examine the impact of brand self-congruence on brand
advocacy. In addition, the roles of brand love and attachment are examined through a serial …
advocacy. In addition, the roles of brand love and attachment are examined through a serial …
The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model
This study investigated the relationship between brand identity, brand lifestyle congruence,
brand satisfaction, and repurchase intention. In addition, this study examined how the …
brand satisfaction, and repurchase intention. In addition, this study examined how the …
The effects of online brand communities in enhancing sport team brand equity: role of brand attachment and consumer brand engagement
D Ghorbanzadeh, A Rahehagh… - Sport, Business and …, 2024 - emerald.com
Purpose Online brand communities (OBCs) and their role in determining consumer behavior
is gathering interest of theorists and practitioners. This study examines the role of OBCs in …
is gathering interest of theorists and practitioners. This study examines the role of OBCs in …
[HTML][HTML] Determinants of continuous usage intention of branded apps in omni-channel retail environment: Comparison between experience-oriented and transaction …
L Jiang, S Yang, Q Tang, Z Zhang - Data Science and Management, 2024 - Elsevier
Branded applications (apps) have become core touchpoints for improving consumer
shop** experiences in omni-channel retailing, and many firms have developed different …
shop** experiences in omni-channel retailing, and many firms have developed different …
Green AI Partnerships: Investigating the Interplay of Anthropomorphism and Consumer-Brand Relationships
This study explores the impact of green brand AI anthropomorphism on consumer-brand
relationships, focusing on the mediating roles of psychological distance and trust and the …
relationships, focusing on the mediating roles of psychological distance and trust and the …
Consumer brand engagement and video game media brand authenticity
Video game consumers are well-known for their brand engagement activities, but the
interaction between brand engagement and brand authenticity in a video game context …
interaction between brand engagement and brand authenticity in a video game context …
MAPPING OF E-SPORTS SPONSORSHIPS ON PURCHASING DECISION
The communication between companies and their target customer groups holds a significant
position within modern marketing approaches. These companies employ various channels …
position within modern marketing approaches. These companies employ various channels …
MEMBANGUN RELATIONSHIP QUALITY UNTUK MENINGKATKAN BRAND IMAGE, RELATIONSHIP VALUE, DAN PARTICIPATION INTENTION PRODUK ICONNET
The marketing strategy involving consumers is currently a dissolution which is considered
effective with product promotions carried out by the companies themselves (Strand & …
effective with product promotions carried out by the companies themselves (Strand & …