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Bragging about online purchases : comparing consumer word-of-mouth among Hispanics and non-Hispanics groups
Chapa, Sindy; Korzenny, Felipe; Rodriguez-Mori, Howard - In: International journal of electronic marketing and … 8 (2017) 2, pp. 157-171
Persistent link: https://www.econbiz.de/10011796492
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The influence of personal brand communication on consumers
Kromalcas, Saulius; Kraujalienė, Lidija; Ževžikovas, … - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 1, pp. 95-107
the content viewed by consumers using eye-tracking technology "Neuromarketing & AI LAB" to reveal emotional and structural … personal brand had the higher influence on consumers. Personal brand attracts consumers' attention and promotes engagement. The … originality and value of the paper: content relevance research of personal brand (identity) influence on consumers in social …
Persistent link: https://www.econbiz.de/10014636262
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Examining the relationships among the brand equity dimensions : empirical evidence from fast fashion
Su, Jin - In: Asia Pacific journal of marketing and logistics 28 (2016) 3, pp. 464-480
Persistent link: https://www.econbiz.de/10011583375
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An empirical investigation of brand equity : a cross-country validation analysis
Vukasović, Tina - In: Journal of global marketing 29 (2016) 1/5, pp. 251-265
Persistent link: https://www.econbiz.de/10011654416
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Decoding the complexity of the consumer-based brand equity process
Chatzipanagiotou, Kalliopi; Veloutsou, Cleopatra; … - In: Journal of business research : JBR 69 (2016) 11, pp. 5479-5486
Persistent link: https://www.econbiz.de/10011590542
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Impact of brand awareness and association on loyalty : the role of equity in plant medicine market in Kumasi, Ghana
Oppong, Peter; Phiri, Maxwell - In: African journal of business and economic research : AJBER 13 (2018) 2, pp. 163-181
Persistent link: https://www.econbiz.de/10012003552
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Companies and consumers in the transition from traditional to social media
Hausmann, Maximilian - 2016
Persistent link: https://www.econbiz.de/10011635359
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Managing the consumer-based brand equity process : a cross-cultural perspective
Chatzipanagiotou, Kalliopi; Christodoulides, George; … - In: International business review : the official journal of … 28 (2019) 2, pp. 328-343
Persistent link: https://www.econbiz.de/10011997496
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New measure of brand equity status of a basketball club
Shuv-Ami, Avichai; Papasolomou, Ioanna; Vrontis, Demetris - In: Journal of transnational management : the official … 23 (2018) 1, pp. 39-63
Persistent link: https://www.econbiz.de/10011848454
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Consumer fetish : commercial ethnography and the sovereign consumer
Arnould, Eric J.; Cayla, Julien - In: Organization studies : an international … 36 (2015) 10, pp. 1361-1386
Persistent link: https://www.econbiz.de/10011344148