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Consumer brand engagement and its social side on brand-hosted social media : how do they contribute to brand loyalty?
Helme-Guizon, Agnès; Magnoni, Fanny - In: Journal of marketing management : JMM ; journal of the … 35 (2019) 7/8, pp. 716-741
Persistent link: https://www.econbiz.de/10012178425
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Bridging the gap between brand gender and brand loyalty on social media : exploring the mediating effects
Vacas-de-Carvalho, Leonor; Azar, Salim L.; Machado, … - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 11/12, pp. 1125-1152
Persistent link: https://www.econbiz.de/10012395429
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Understanding drivers and outcomes of lurking vs. posting engagement behaviours in social media-based brand communities
Fernandes, Teresa; Castro, Ana - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 7/8, pp. 660-681
Persistent link: https://www.econbiz.de/10012249622
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Beyond brand personality : a multidimensional perspective of self-congruence
Wilkie, Dean C. H.; Hill, Sally Rao - In: Journal of marketing management : JMM ; journal of the … 38 (2022) 13/14, pp. 1529-1560
Persistent link: https://www.econbiz.de/10013466545
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Building a social media community around your brand : the moderating role of firm engagement tactics
Chou, En-Yi; Lin, Cheng-Yu - In: Journal of marketing management : JMM ; journal of the … 39 (2023) 7/8, pp. 702-734
Persistent link: https://www.econbiz.de/10014321540
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A comprehensive review on logo literature : research topics, findings, and future directions
Kim, Min Jung; Lim, Joon Ho - In: Journal of marketing management : JMM ; journal of the … 35 (2019) 13/14, pp. 1291-1365
Persistent link: https://www.econbiz.de/10012178627
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The unbearable lightness of buying
Dawes, John; Graham, Charles; Trinh, Giang; Sharp, Byron - In: Journal of marketing management : JMM ; journal of the … 38 (2022) 7/8, pp. 683-708
Persistent link: https://www.econbiz.de/10013206736