Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
Fifteen years of customer engagement research: a bibliometric and network analysis
Purpose In recent years, customer engagement (CE) with brands, which has been shown to
yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a …
yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a …
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts
Purpose This study aims to explore the role of artificial intelligence (AI)-powered chatbot
marketing efforts (CMEs) in the establishment of relationships between brands and their …
marketing efforts (CMEs) in the establishment of relationships between brands and their …
The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust
Purpose This study explores central questions related to the connections between brand
interactivity and involvement on brand-related outcomes (brand trust and loyalty) through …
interactivity and involvement on brand-related outcomes (brand trust and loyalty) through …
The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions
Grounded on service-dominant logic (SD logic), a vital issue for marketers is to understand
how the multiple approaches encouraging consumer participation (CP), as manifested by …
how the multiple approaches encouraging consumer participation (CP), as manifested by …
Does retail type matter? Consumer responses to channel integration in omni-channel retailing
A critical issue faced by marketing practitioners today is orchestrating strategies that provide
a smooth consumer experience in an omni-channel environment. The extant literature offers …
a smooth consumer experience in an omni-channel environment. The extant literature offers …
[PDF][PDF] The Influence of Corporate Social Responsibility on Brand Loyalty and The Mediating Effects of Brand Satisfaction and Perceived Quality.
Recent studies have highlighted the importance of implementing corporate social
responsibility (CSR) to enhance long-term competitive advantage for business. It was …
responsibility (CSR) to enhance long-term competitive advantage for business. It was …
Measuring customer engagement in social media marketing: A higher-order model
Customer engagement has emerged as a vital component in social media marketing
strategies, prompting considerable interest from both marketers and academics. This study …
strategies, prompting considerable interest from both marketers and academics. This study …
Using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in Indonesia
S Rimadias, N Alvionita, AP Amelia - The Winners, 2021 - journal.binus.ac.id
The research aimed to examine factors that formed brand awareness and brand image of
the tourism sector in Indonesia by using social media marketing on TikTok platform. The …
the tourism sector in Indonesia by using social media marketing on TikTok platform. The …
Brands as relationship builders in the virtual world: A bibliometric analysis
Given the growing role of brands as relationship partners and relationship facilitators and
the pre-eminence of the online environment for consumers, this article contributes to the …
the pre-eminence of the online environment for consumers, this article contributes to the …