Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity
This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …
Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world
Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …
How does a global coffeehouse chain operate strategically in a traditional tea-drinking country? The influence of brand authenticity and self-enhancement
Brand authenticity is generally considered to have a direct impact on brand loyalty.
However, few studies have investigated the mediating variables between them. To add to …
However, few studies have investigated the mediating variables between them. To add to …
[인용][C] Investigating the causes and consequences of brand attachment of luxury fashion brand: the role of gender, age, and income
EG Marsasi, AD Yuanita - Media Ekonomi Dan Manajemen, 2023 - jurnal.untagsmg.ac.id
In recent years, luxury fashion brands have experienced drastic growth. This study examines
how hedonic motivation, self-image congruence, brand experience, and brand attachment …
how hedonic motivation, self-image congruence, brand experience, and brand attachment …
Exploring the role of augmented reality as a new brand advocate
Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …
[HTML][HTML] Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology …
We propose metaverse as a medium for customer brand active engagement and for
stimulating the purchase intentions towards a brand in real world. The participants recruited …
stimulating the purchase intentions towards a brand in real world. The participants recruited …
Exploring and evaluating success factors of social media marketing strategy: a multi-dimensional-multi-criteria framework
Purpose Today, social media is counted as an integral part of marketing strategies, which
has led to a paradigm change in this field. As reported, social media marketing has been …
has led to a paradigm change in this field. As reported, social media marketing has been …
'I'm like you, and I like what you like'sustainable food purchase influenced by vloggers: a moderated serial-mediation model
Internationally, researchers have shown an increased interest in customer decision-making
regarding sustainable food choices that could be changed through tailored interventions …
regarding sustainable food choices that could be changed through tailored interventions …
Untying the influence of green brand authenticity on electronic word-of-mouth intention: a moderation–mediation model
Green brands have made considerable strides in recent years; however, their validity has
been questioned due to green brand fraud. However, the influence of green brand …
been questioned due to green brand fraud. However, the influence of green brand …
[PDF][PDF] Social media and sustainable behavior: A decision making framework using interpretive structural modeling (ISM)
The growing population and consumer income have led to more consumption activity
globally. The increased consumption requires further extraction of resources and pressure …
globally. The increased consumption requires further extraction of resources and pressure …