Managers are interested in how to develop relationship with customers due to importance of social media based brand … communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i ….e. customer brand engagement, focusing on expanded domain of relationship building. In this study we have provided insights about …

This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well …

decisions, 2. Relationship of brand awareness to purchasing decisions, 3. Relationship of brand equity to purchasing decisions …, 3. Effect of brand loyalty on purchasing decisions, 4. Influence of relationships promotion through Instagram social … media, brand awareness, brand equity, brand loyalty to purchasing decisions. The purpose of this study is to obtain …

decisions, 2. Relationship of brand awareness to purchasing decisions, 3. Relationship of brand equity to purchasing decisions …, 3. Effect of brand loyalty on purchasing decisions, 4. Influence of relationships promotion through Instagram social … media, brand awareness, brand equity, brand loyalty to purchasing decisions. The purpose of this study is to obtain …

determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. This study applies the … engaged in Facebook brand pages. This research adopted mixed approach of research, which involves qualitative and quantitative … analyses. The data about Facebook brand page activities of 100 brands were collected using Fanpage Karma, a social media …

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms … gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand … loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand …

consumers’ uses of branded mobile apps and their brand engagement. The purpose of this paper is to examine the utilization of … incorporate social media influence. We imply that would enhance the brand experience, then brand attachment, then further affect … brand vocal, loyalty, and satisfaction. We also contend that Digital footprint, Social media intensity, and social media …