During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the...

Social media content can spread quickly, particularly that generated by users themselves. This is a problem for businesses as user-generated content (UGC) often portrays brands negatively and, when mishandled, may turn into a crisis. This paper presents a framework for crisis management that...

Dealing with intangible and so subtle experience is unusual and a huge challenge for management that is not used to measure what has no numbers, but maybe they need to see beyond the obvious and accessible statistics. Recently, several studies point to the importance of customer experience...

A better educated workforce contributes to a more informed and tolerant society with higher economic output, and this is also associated with higher levels of personal health, interpersonal trust and civic and social engagement. Against this backdrop, the role of universities has expanded, as...

Since the 1990s many governments around the world have been encouraging their people to participate in green or low carbon living. With the background of rising consumer awareness in environmental protection, green consumption, and green marketing are receiving growing attention from consumers...

This study analyzes customers' online social communication to rate lodgings and tourist destinations. A practical methodology is proposed to analyze the online reputation of lodgings as well as the main concepts rated by customers in their online social communication process. To this end, an...

The biggest key aspect to the success of a business is a satisfied customer. For this reason, it is possible to state that the growing trend of focusing on the customer and his/her needs has prevailed in recent years. The aim of this article is to analyze the use of CRM (Customer Relationship...

Various pieces of information and knowledge turn into "know-how" simply by their application in the market. This applies to all spheres of activities. It is therefore important to know and understand the requirements of customers already in the stage of making a product, and to confront these...

This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model is proposed. Using data obtained from a survey...

Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of...