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 …

To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for … consumers. However, the relationships between these online communities and brand trust are less explored in the literature … online brand community has a direct significant effect on consumer's brand trust, and indirect significant via the mediating …

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 …

paper is to examine whether "following" brands on Instagram fan pages enhances consumer-brand relationship from the consumer … influences the consumers’ brand love and sense of brand community. Also, the findings indicated the consumers’ brand love … positively impacts consumers’ purchase intention and word of mouth. Finally, it showed that consumers’ sense of brand community …

intentionality and reliability of brand trust. This research also illustrated that intentionality and reliability have a significant …

purpose of this research is to see the application of YouTube Ads in building brand awareness and brand image and its effect …) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image … do not affect purchase intention. YouTube ads are directly related to the purchase intention. Brand awareness and brand …

consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status … consumption on luxury brand purchase intentions in the Indian luxury market. 453 responses were obtained from the top four … media marketing activities and brand equity positively affect the purchase intention of luxury brands, which is more …

This research aimed to examine and explain the effect of brand image, tourist experience, and destination quality on … brand love, Word of Mouth (WOM), recommendation, and revisit intention. The research samples included 284 domestic tourists … positive WOM. Brand image, experience, and destination quality are maintained to build high brand love for Bali. These also …

The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive … relationships between brand awareness, brand image, brand trust, and brand loyalty. Additionally, brand commitment significantly … moderated the influence of brand trust on brand loyalty. Therefore, it is important for the management of apparel brands to …

Brand love, the most intense relationship between a consumer and a brand, drives valuable outcomes like increased brand … loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and … provides a research gap. This research investigates the impact of sport-related branded entertainment on brand love using a …