Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …

. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand … and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand … sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors …

Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas … & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011 …-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context …

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty … convenience sample of virtual shopping participants. The findings highlight the significant role of brand engagement in self …-concept in driving brand loyalty within the metaverse. Implications for managers include the importance of understanding consumer …

Today, brand communities constitute an externality that brand valuation methods like the Interbrand Global Rankings try … the existence of brand communities via brand valuation methods raises questions relating to the production of value by a …

the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …