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The role of brand experience and E-Wom on purchase decisions
Sudirman, Hudyah Astuti; Sartika, Dewi; Anindita, Marsha; … - 2023
Persistent link: https://www.econbiz.de/10014325073
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The effects of social media on brand attitude and WOM during a brand crisis : evidences from the Barilla case
Pace, Stefano; Balboni, Bernardo; Gistri, Giacomo - In: Journal of marketing communications 23 (2017) 2, pp. 135-148
Persistent link: https://www.econbiz.de/10011706457
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Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda
Willi, Christine Hallier; Melewar, T. C.; Broderick, … - In: The marketing review 13 (2013) 2, pp. 103-123
Persistent link: https://www.econbiz.de/10010200658
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Linking customer engagement to trust and word-of-mouth on Facebook brand communities : an empirical study
Islam, Jamid Ul; Rahman, Zillur - In: Journal of internet commerce 15 (2016) 1, pp. 40-58
Persistent link: https://www.econbiz.de/10011636431
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Trust and commitment within a virtual brand community : the mediating role of brand relationship quality
Akrout, Houcine; Nagy, Gábor - In: Information & management : the internat. journal of … 55 (2018) 8, pp. 939-955
Persistent link: https://www.econbiz.de/10011946998
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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
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Negative word of mouth for a failed innovation from higher/lower equity brands : moderating roles of opinion leadership and consumer testimonials
Dalman, M. Deniz; Chatterjee, Subimal; Min, Junhong - In: Journal of business research : JBR 115 (2020), pp. 1-13
Persistent link: https://www.econbiz.de/10012270796
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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen; Aksehirli, Zeynep; Lackman, Andrew - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 639-655
Persistent link: https://www.econbiz.de/10011597014
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Brand tribalism and self-expressive brands : social influences and brand outcomes
Ruane, Lorna; Wallace, Elaine - In: The journal of product & brand management 24 (2015) 4, pp. 333-348
Persistent link: https://www.econbiz.de/10011407189
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How does involvement build loyalty towards music-streaming platforms? : a multi-analytical SEM-ANN technique
Theadora, Clarissa; Amelia, Maria Veronica; Tan, Garry … - In: The journal of product & brand management 32 (2023) 4, pp. 645-660
Persistent link: https://www.econbiz.de/10014281363