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Consumer engagement with self-expressive brands: brand love and WOM outcomes

Wallace, Elaine; Buil, Isabel; De Chernatony, Leslie - In: The journal of product & brand management 23 (2014) 1, pp. 33-42

Persistent link: https://www.econbiz.de/10010358994

What can influence the consumers' online word-of-mouth? : an online gaming perspective

Liao, Shu-hsien; Chung, Yu-chun; Chang, Wen-jung - In: International journal of services technology and management 19 (2013) 4/5/6, pp. 278-293

Persistent link: https://www.econbiz.de/10009791681

Impact of electronic word-of-mouth on brand relationship and purchase intention : the case of the smartphone industry

El Hajjar, Samer - In: International journal of business innovation and … 28 (2022) 2, pp. 263-279

Persistent link: https://www.econbiz.de/10013253188

The effect of eWOM on brand attitude and purchase intention of consumers : a cross-sectional study on consumer electronics

Kudeshia, Chetna; Mittal, Arun - In: International journal of internet marketing and … 10 (2016) 3, pp. 131-151

Persistent link: https://www.econbiz.de/10011665134

My brand, my self(ie) - why consumers portray themselves in brand-selfies

Flaswinkel, Anne Mareike; Rump, Markus; Decker, Reinhold - In: International journal of internet marketing and … 18 (2023) 2/3, pp. 310-334

Persistent link: https://www.econbiz.de/10014318347

Creating value for customers through engagement and participation in brand communities

Loureiro, Sandra Maria Correia; Pires, Ana Regina; … - In: International journal of business performance management 16 (2015) 2/3, pp. 114-132

Persistent link: https://www.econbiz.de/10011316447

The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment

Lovett, Mitchell; Staelin, Richard - 2012

We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...

Persistent link: https://www.econbiz.de/10009699396

Customer engagement in a Facebook brand community

Gummerus, Johanna; Liljander, Veronica; Weman, Emil; … - In: Management research review 35 (2012) 9, pp. 857-877

Persistent link: https://www.econbiz.de/10009660470

Who "likes" you ... and why? : a typology of Facebook Fans ; from "Fan"-atics and self-expressives to utilitarians and authentics

Wallace, Elaine; Buil, Isabel; De Chernatony, Leslie; … - In: Journal of advertising research 54 (2014) 1, pp. 92-109

Persistent link: https://www.econbiz.de/10010354560

The impact of user interactions in social media on brand awareness and purchase intention : the case of MINI on Facebook

Hutter, Katja; Hautz, Julia; Dennhardt, Severin; … - In: The journal of product & brand management 22 (2013) 5/6, pp. 342-351

Persistent link: https://www.econbiz.de/10010224852

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