Across the globe, companies increasingly use social media-based brand communities (SMBBC) to facilitate customer … engagement (CE). This study clarifies the relationship between brand trust and CE in SMBBC, which is often inconsistent in … customer engagement process because of the brand's country of origin. The empirical results demonstrate that brand trust is an …

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

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 …