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Brand personality inference : the moderating role of product meaning

Kümmel, Doreen; Bergkvist, Lars; Lee, Yih Hwai; Siew … - In: Journal of marketing management : MM 28 (2012) 11/12, pp. 1291-1304

Persistent link: https://www.econbiz.de/10009702005

The effects of regulatory fit on customer brand engagement : an experimental study of service brand activities in social media

Solem, Birgit Andrine Apenes; Pedersen, Per Egil - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 445-468

Persistent link: https://www.econbiz.de/10011483105

The customer engagement ecosystem

Maslowska, Ewa; Malthouse, Edward C.; Collinger, Tom - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 469-501

Persistent link: https://www.econbiz.de/10011483110

Who are you and what do you value? : investigating the role of personality traits and customer-perceived value in online customer engagement

Marbach, Julia; Raquel, Cristiana; Nunan, Daniel - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 502-525

Persistent link: https://www.econbiz.de/10011483111

Antecedents of consumer brand engagement and brand loyalty

Leckie, Civilai; Nyadzayo, Munyaradzi; Johnson, Lester W. - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 558-578

Persistent link: https://www.econbiz.de/10011483114

How brand communities emerge : the Beamish conversion experience

O'Sullivan, Stephen R.; Richardson, Brendan; Collins, Alan - In: Journal of marketing management : MM 27 (2011) 9/10, pp. 891-912

Persistent link: https://www.econbiz.de/10009349580

Personality, person-brand fit, and brand community : an investigation of individuals, brands, and brand communities

Matzler, Kurt; Pichler, Elisabeth A.; Füller, Johann; … - In: Journal of marketing management : MM 27 (2011) 9/10, pp. 874-890

Persistent link: https://www.econbiz.de/10009349582

Customer Engagement Marketing

Palmatier, Robert W. (ed.); Kumar, V. (ed.); … - 2018

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing...

Persistent link: https://www.econbiz.de/10012396394

Mapping the perceptions and antecedents of football fans' co-creation behaviours with sponsoring brands : a pan-cultural study of the European leagues

Thomas, Robert - In: Journal of marketing management : MM 34 (2018) 17/18, pp. 1470-1502

Persistent link: https://www.econbiz.de/10012042285

User Generated Branding : Integrating User Generated Content into Brand Management

Arnhold, Ulrike - 2010

User generated branding (UGB) as a field of study -- Theoretical basis for the development of a UGB reference framework -- Specification of UGB -- Development of the explanatory UGB model -- Empiric model validation and hypothesis testing -- Summary, critical consideration and outlook

Persistent link: https://www.econbiz.de/10013522888