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The bright and dark sides of online customer engagement on brand love

Siu, Noel Yee-Man; Zhang, Tracy Junfeng; Yeung, Raissa … - In: Journal of consumer marketing 40 (2023) 7, pp. 957-970

Persistent link: https://www.econbiz.de/10014471162

Investigating the impact of online brand communities on online customer engagement and brand loyalty

Gupta, Rajeev; Kumar, Vikas; Kaushik, Arun Kumar; … - In: Journal of global marketing 36 (2023) 4, pp. 319-338

Persistent link: https://www.econbiz.de/10014390288

Indian women and Facebook apparels brand communities : a study with reference to Koovs, Myntra and Shein

Kanupriya - In: International journal of technology marketing : IJTMkt 15 (2021) 2/3, pp. 316-331

Persistent link: https://www.econbiz.de/10012693538

The Effect of Online Brand Experience on Brand Loyalty : A Web of Emotions

Walter, Nadine - 2018

The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand...

Persistent link: https://www.econbiz.de/10012911061

The impact of digital social responsibility on customer trust and brand equity : an evidence from social commerce in Thailand

Puwirat, W.; Suchart Tripopsakul - In: European research studies 22 (2019) 2, pp. 181-198

Persistent link: https://www.econbiz.de/10012285941

How online trust and online brand equity translate online- and omni-channel-specific instruments into repurchase intentions

Swoboda, Bernhard; Winters, Amelie; Fränzel, Nils - In: Marketing : ZFP ; journal of research and management 43 (2021) 1/2, pp. 37-53

Persistent link: https://www.econbiz.de/10012600955

Social media marketing and brand loyalty among online shoppers in Anambra State, Nigeria : mediating effect of brand awareness

Ezenwafor, Ebuka Christian; Ayodele, Adeola A.; … - In: Journal of electronic commerce in organizations : the … 19 (2021) 3, pp. 16-27

Persistent link: https://www.econbiz.de/10012605350

Unpacking the complex interactions among customers in online fan pages

Farmaki, Anna; Olya, Hossein; Taheri, Babak - In: Journal of business research : JBR 125 (2021), pp. 164-176

Persistent link: https://www.econbiz.de/10012494061

An exploration of online brand community (OBC) engagement and customer's intention to purchase

Tiruwa, Anurag; Yadav, Rajan; Suri, P. K. - In: Journal of Indian business research 8 (2016) 4, pp. 295-314

Persistent link: https://www.econbiz.de/10011718997

Sentiment analysis of virtual brand communities for effective tribal marketing

Pathak, Xema; Pathak-Shelat, Manisha - In: Journal of research in interactive marketing : … 11 (2017) 1, pp. 16-38

Persistent link: https://www.econbiz.de/10011699243

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