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Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
The current research is concerned with identifying and testing the role of three main
predictors: consumer involvement, consumer participation, and self-expressive brand on the …
predictors: consumer involvement, consumer participation, and self-expressive brand on the …
Twenty years of research in brand globalness/localness: A systematic literature review and future research agenda
Despite a notable interest by scientific community to examine globalness/localness
perceptions of a brand, there is absence of a review which offers a comprehensive …
perceptions of a brand, there is absence of a review which offers a comprehensive …
Masstige scale: An alternative to measure brand equity
Masstige marketing is a strategic word for market penetration for premium but reachable
products based on brand equity, trying to develop brand awareness, likability, affection and …
products based on brand equity, trying to develop brand awareness, likability, affection and …
Consumer-based brand equity of South African luxury fashion brands
Purpose South Africa is the leading market for luxury goods in Africa–a fact evident from the
statistics on luxury retail and the expanding footprint of international and local luxury brands …
statistics on luxury retail and the expanding footprint of international and local luxury brands …
Examining the relationships among the brand equity dimensions: Empirical evidence from fast fashion
Purpose–The purpose of this paper is to understand the nature of the inter-relationships
among brand equity dimensions in the fast fashion context. Design/methodology/approach …
among brand equity dimensions in the fast fashion context. Design/methodology/approach …
How within-country consumer product (or brand) localness and supporting marketing tactics influence sales performance
Purpose This paper aims to move beyond previous investigations juxtaposing the
performance of global versus domestic brands, where domestic is referred to as “localness” …
performance of global versus domestic brands, where domestic is referred to as “localness” …
Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking
Purpose Prior research studying the mechanisms by which brand reputation influences
consumer behaviors has largely relied on respondent measures of brand reputation …
consumer behaviors has largely relied on respondent measures of brand reputation …
How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture
This study examined the effects of individual‐level cultural values of individualism and
collectivism on impulsive buying and money budgeting and the mediating role of …
collectivism on impulsive buying and money budgeting and the mediating role of …
[HTML][HTML] Global symbolic-value orientation and positive electronic word of mouth towards local fashion brands
This study examined the effects of global symbolic-value orientation, subjective knowledge
and attitude on positive electronic word of mouth (eWOM) towards local brands in the …
and attitude on positive electronic word of mouth (eWOM) towards local brands in the …
Which cues cause consumers to perceive brands as more global? A conjoint analysis
Purpose–The purpose of this paper is to investigate how the globalization (vs localization) of
different cues (advertising copy, brand name, spokesperson, brand logo) influences …
different cues (advertising copy, brand name, spokesperson, brand logo) influences …