Search Results - subject:"brand involvement"

Understanding rural Chinese consumers' behavior: Stimulus-organism-response (S-O-R) perspective on Huawei's brand loyalty in China

Yu, Zhiyuan - In: Cogent Business & Management 8 (2021) 1, pp. 1-20

This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and … brand loyalty demonstrate that brand involvement exerted a direct effect of approximately 67% on brand familiarity, which in …

Persistent link: https://www.econbiz.de/10014001653

The mediating role of customer engagement on brand involvement and emotional brand attachment

Qaiser, Shehla; Bashir, Muhammad Adnan; Yasir, Muhammad; … - In: The Lahore journal of business 9 (2020/2021) 2, pp. 19-40

Persistent link: https://www.econbiz.de/10012628303

Understanding rural Chinese consumers' behavior : stimulus-organism-response (S-O-R) perspective on Huawei's brand loyalty in China

Yu, Zhiyuan; Worasak Klongthong; Jakkrit Thavorn; … - In: Cogent business & management 8 (2021) 1, pp. 1-20

Persistent link: https://www.econbiz.de/10012666174

How does involvement build loyalty towards music-streaming platforms? : a multi-analytical SEM-ANN technique

Theadora, Clarissa; Amelia, Maria Veronica; Tan, Garry … - In: The journal of product & brand management 32 (2023) 4, pp. 645-660

Persistent link: https://www.econbiz.de/10014281363

Drivers of eWOM engagement on social media for luxury consumers : analysis, implications, and future research directions

Pangarkar, Aniruddha; Patel, Jayesh; Kumar, Sampath K. - In: Journal of retailing and consumer services 74 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10014364048

Understanding the omnichannel customer journey : the effect of online and offline channel interactivity on consumer value co-creation behavior

Cui, Xingwen; Xie, Qinghong; Zhu, Jing; Shareef, Mahmud … - In: Journal of retailing and consumer services 65 (2022), pp. 1-10

Persistent link: https://www.econbiz.de/10013169537

The impact of perceived brand interactivity on customer purchases : the mediating role of perceived brand fairness and the moderating role of brand involvement

Gligor, David; Bozkurt, Sıddık - In: The journal of product & brand management 31 (2022) 1, pp. 96-109

Persistent link: https://www.econbiz.de/10012798135

The effects of brand involvement and messaging strategy on user responses

Cho, Su Yeon - In: Journal of promotion management : innovations in … 28 (2022) 1, pp. 42-59

Persistent link: https://www.econbiz.de/10012801955

Can brand sponsorship increase download intention for mHealth apps? : the role of issue relevance, brand involvement, and perceived app quality

Yang, Jing; Kanthawala, Shaheen; Joo, Eunsin; Kononova, … - In: Journal of promotion management : innovations in … 28 (2022) 6, pp. 869-892

strategy. The current study investigates the roles of health issue relevance, brand involvement, and perceived app quality in …. Brand involvement was a significant moderator in the mediation model, such that the impact of issue relevance on app … download intention mediated by perceived app quality was the strongest at higher levels of brand involvement. Theoretical …

Persistent link: https://www.econbiz.de/10013277323

The mediating role of brand involvement in the social media use-marketing communication effectiveness relationship : a case of selected entertainment smes in Uganda

Musiime, Andrew; Mwaipopo, Lufumbi - In: Business management review : journal of the University … 22 (2019) 2, pp. 67-86

Persistent link: https://www.econbiz.de/10012062785