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The influence of augmented reality on e-commerce : a case study on fashion and beauty products

Gabriel, Adelya; Ajriya, Alina Dhifan; Fahmi, Cut Zahra … - In: Cogent business & management 10 (2023) 2, pp. 1-20

implementing AR on beauty and fashion products on the intention to continue using AR and shopping in e-commerce. The design of this …

Persistent link: https://www.econbiz.de/10014504942

Brand placement repetition in a fictional text

Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 38-59

Persistent link: https://www.econbiz.de/10011687876

Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality

Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 465-485

Persistent link: https://www.econbiz.de/10011567066

Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction : evidence from Vietnam

Van Dat Tran; Ngoc Truc Thao Nguyen - In: Cogent business & management 9 (2022) 1, pp. 1-20

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand … relationships among brand experience, brand authenticity, and brand equity and customer satisfaction. Especially, it is a valuable … contribution to branding subject that brand experience positively affects the authenticity of the global brand. Drawing from the …

Persistent link: https://www.econbiz.de/10014433696

Assessing the relationship between perceived crowding, excitement, stress, satisfaction, and impulse purchase at the retails in Vietnam

Van Dat Tran - In: Cogent business & management 7 (2020) 1, pp. 1-14

This study aims to examine the relationship between perceived crowding, excitement, stress on satisfaction, and impulse purchase at the retails in Vietnam. This study performed structural equation modelling (SEM). A total of 264 valid respondents were used in this research. Besides, this study...

Persistent link: https://www.econbiz.de/10012655119

The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor

Verhellen, Yann; Eelen, Jiska; Dens, Nathalie; … - In: International journal of advertising : the quarterly … 35 (2016) 6, pp. 932-948

Persistent link: https://www.econbiz.de/10011644535

Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets

Rajabi, Mahdi; Dens, Nathalie; Pelsmacker, Patrick de; … - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 293-313

Persistent link: https://www.econbiz.de/10011689825

How consumers' values influence responses to male and female gender role stereotyping in advertising

De Meulenaer, Sarah; Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 37 (2018) 6, pp. 893-913

Persistent link: https://www.econbiz.de/10012492611

Brand placement in text : the short- and long-term effects of placement modality and need for cognition

Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 682-704

Persistent link: https://www.econbiz.de/10011799694

Service failure recovery on customer recovery satisfaction and attitude loyalty for airline industry : the moderating effect of brand authenticity

Van Dat Tran - In: Cogent business & management 11 (2024) 1, pp. 1-15

function of brand authenticity as a moderator in this study. On a sample of 250 customers in Vietnam, the current study aims to … only recovery speed having a positive relationship with attitudinal loyalty. Brand authenticity has a moderator influence … to increase brand authenticity now that they are aware of the recovery strategies for service failure. Furthermore, for …

Persistent link: https://www.econbiz.de/10014534549