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Creating value for customers through engagement and participation in brand communities

Loureiro, Sandra Maria Correia; Pires, Ana Regina; … - In: International Journal of Business Performance Management 16 (2015) 2/3, pp. 114-132

The phenomenon of be engaged and participate in brand communities is not yet well-known. This study carries out a systematic literature review to get the major construct that could explain the mentioned phenomenon and the consequences to the brand. Therefore, the aim of this study is to...

Persistent link: https://www.econbiz.de/10011266456

Devoted to you my love : brand devotion amongst young consumers in emerging Indian market

Sarkar, Abhigyan; Sarkar, Juhi Gahlot - In: Asia Pacific journal of marketing and logistics 28 (2016) 2, pp. 180-197

Persistent link: https://www.econbiz.de/10011562881

Exploring behavioural branding, brand love and brand co-creation

Kaufmann, Hans Rüdiger; Loureiro, Sandra Maria Correia; … - In: The journal of product & brand management 25 (2016) 6, pp. 516-526

Persistent link: https://www.econbiz.de/10011587801

Social customer relationship management : An integrated conceptual framework

Dewnarain, Senika; Ramkissoon, Haywantee; Mavondo, Felix - In: Journal of hospitality marketing & management 28 (2019) 2, pp. 172-188

Persistent link: https://www.econbiz.de/10012176600

Analysing consumer-brand engagement through appreciative listening on social network platforms

Pina, Lídia Silveira; Loureiro, Sandra Maria Correia; … - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 304-313

Persistent link: https://www.econbiz.de/10012179025

"Thy kingdom come, thy will be done" : attaining divine transcendence through brand fandom, evidence from India

Sarkar, Abhigyan; Sarkar, Juhi Gahlot - In: Exploring the rise of fandom in contemporary consumer …, (pp. 201-223). 2018

Persistent link: https://www.econbiz.de/10011764850

Social customer relationship management : a customer perspective

Dewnarain, Senika; Ramkissoon, Haywantee; Mavondo, Felix - In: Journal of hospitality marketing & management 30 (2021) 6, pp. 673-698

Persistent link: https://www.econbiz.de/10012596499

Empirically examining the psychological mechanism of a loved and trusted business school brand

Dass, Sumanjit; Popli, Sapna; Sarkar, Abhigyan; Sarkar, … - In: Journal of marketing for higher education 31 (2021) 1, pp. 23-40

Persistent link: https://www.econbiz.de/10012549775

Service brand coolness in the construction of brand loyalty : a self-presentation theory approach

Jiménez-Barreto, Jano; Loureiro, Sandra Maria Correia; … - In: Journal of retailing and consumer services 65 (2022), pp. 1-15

Persistent link: https://www.econbiz.de/10013169578