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Narrative-transportation storylines in luxury brand advertising : motivating consumer engagement

Kim, Jae-Eun; Lloyd, Stephen; Cervellon, Marie-Cécile - In: Journal of business research : JBR 69 (2016) 1, pp. 304-313

Persistent link: https://www.econbiz.de/10011417729

The psychological mechanism of brand co-creation engagement

Hsieh, Sara H.; Chang, Aihwa - In: Journal of interactive marketing : a quarterly … 33 (2016), pp. 13-26

Persistent link: https://www.econbiz.de/10011482775

Sounds that make you smile and share : a phonetic key to prosociality and engagement

Kniffin, Kevin M.; Shimizu, Mitsuru - In: Marketing letters : a journal of research in marketing 27 (2016) 2, pp. 273-283

Persistent link: https://www.econbiz.de/10011486527

The relevance of images in user-generated content : a mixed method study of when, and why, major brands retweet

Somerfield, Kardi; Mortimer, Kathleen; Evans, Geraint - In: International journal of internet marketing and … 12 (2018) 4, pp. 340-357

Persistent link: https://www.econbiz.de/10012139705

Enhancing consumer engagement in an online brand community via user reputation signals : a multi-method analysis

Hanson, Sara; Jiang, Lan; Dahl, Darren W. - In: Journal of the Academy of Marketing Science 47 (2019) 2, pp. 349-367

Persistent link: https://www.econbiz.de/10012022592

Digital content marketing's role in fostering consumer engagement, trust, and value : framework, fundamental propositions, and implications

Hollebeek, Linda D.; Macky, Keith - In: Journal of interactive marketing : a quarterly … 45 (2019), pp. 27-41

Persistent link: https://www.econbiz.de/10011997974

Researching CSR and brands in the here and now : an integrative perspective

Golob, Urša; Podnar, Klement - In: The journal of brand management : an international journal 26 (2019) 1, pp. 1-8

Persistent link: https://www.econbiz.de/10012060033

The levers of engagement : an exploration of governance in an online brand community

Cooper, Tony; Stavros, Constantino; Dobele, Angela R. - In: The journal of brand management : an international journal 26 (2019) 3, pp. 240-254

Persistent link: https://www.econbiz.de/10012060065

Examining customer-brand relationships : a critical approach to empirical models on brand attachment, love, and engagement

Gómez-Suárez, Mónica - In: Administrative Sciences : open access journal 9 (2019) 1/10, pp. 1-16

This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the … constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long …-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement …

Persistent link: https://www.econbiz.de/10012126995

A systematic mapping study on customer loyalty and brand management

Moretta Tartaglione, Andrea; Cavacece, Ylenia; Russo, … - In: Administrative Sciences : open access journal 9 (2019) 1/8, pp. 1-21

Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of...

Persistent link: https://www.econbiz.de/10012127012