This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well … as wine brand image. It revealed word-price clusters of brand identity and image. The results offer insights into …

word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the … marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast … indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand …

Purpose - The purpose of this study is to place the antecedents and consequences of brand hate in the context of … negative consumer-brand relationship in the telecommunication industry. It provides a response to the existing gap in the … research on brand hate in consumer behavior in service brands. Design/methodology/approach - A survey-based data was modeled …