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 …

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 …

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 …

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 …

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 …

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create … marketing literature, the causalities of brand passion are rudimentarily analyzed in empirical research. The aim of this study … is investigating the antecedents (affective brand experience, brand prestige, brand identification and, brand trust) and …

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 …