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Non-sponsored brand-related user-generated content : effects and mechanisms of consumer engagement
St. Davčik, Nebojša; Langaro, Daniela; Jevons, Colin; … - In: The journal of product & brand management 31 (2022) 1, pp. 163-174
Persistent link: https://www.econbiz.de/10012798142
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Social media brand engagement in the context of collaborative consumption : the case of AIRBNB
Schivinski, Bruno; Langaro, Daniela; Fernandes, Teresa; … - In: The journal of brand management : an international journal 27 (2020) 6, pp. 645-661
Persistent link: https://www.econbiz.de/10012304068
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Do social networking sites contribute for building brands? : evaluating the impact of users' participation on brand awareness and brand attitude
Langaro, Daniela; Rita, Paulo; Salgueiro, Maria de Fátima - In: Journal of marketing communications 24 (2018) 2, pp. 146-168
Persistent link: https://www.econbiz.de/10011852935
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Role of customer perceived brand ethicality in inducing engagement in online brand communities
Kumar, Vikas; Kaushal, Vikrant; Shashi - In: Journal of retailing and consumer services 71 (2023), pp. 1-8
Persistent link: https://www.econbiz.de/10014253572
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Investigating the impact of online brand communities on online customer engagement and brand loyalty
Gupta, Rajeev; Kumar, Vikas; Kaushik, Arun Kumar; … - In: Journal of global marketing 36 (2023) 4, pp. 319-338
Persistent link: https://www.econbiz.de/10014390288
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Enhancing participation intentions in online brand communities
Kumar, Vikas - In: Marketing intelligence & planning 40 (2022) 7, pp. 898-913
Persistent link: https://www.econbiz.de/10013393592