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Brand love and brand forgiveness : an empirical study in Turkey
Gürce, Merve Yanar; Tosun, Petek; Pektaş, Güzide … - In: Journal of marketing and consumer behaviour in emerging … (2022) 1/14, pp. 22-39
Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned...
Persistent link: https://www.econbiz.de/10013382453
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Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type
Sheeraz, Muhammad; Qadeer, Faisal; Masood, Mirha; … - In: Pakistan Journal of Commerce and Social Sciences 12 (2018) 2, pp. 598-616
Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept. Therefore, the study aims to reconsider the role of product involvement in the...
Persistent link: https://www.econbiz.de/10012021970
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Strengthening Consumer Brand Relationships through Consumer Engagement: Online Brand Communities in Landscape of Social Media
Sheeraz, Muhammad; Tanweer, Mariam; Khan, Kanwal Iqbal; … - In: Pakistan Journal of Social Sciences (PJSS) 37 (2017) 2, pp. 593-607
The study advances conceptualization and dimensionality of consumer engagement and validate antecedents and outcomes in the context of social media. The data collected from active members of online brand communities, unveiled that consumers engage with brands and other consumers with brand...
Persistent link: https://www.econbiz.de/10012021995
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Creating a new, sustainable mindset through responsible consumption: A case study of the international chain of sustainable restaurants
Seretny, Marek; Gaur, Deepika; Sobczyk, Katarzyna; … - In: Foundations of Management 13 (2021) 1, pp. 49-56
This paper presents research conducted in the United Arab Emirates with the management of Bareburger, the chain of sustainable restaurants, as well as among its clients. In our project, we are interested in the relation between the offer of sustainability and the culture of conscious...
Persistent link: https://www.econbiz.de/10012601112
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Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa
Maziriri, Eugine Tafadzwa - In: Cogent Business & Management 7 (2020) 1, pp. 1-23
This research aimed to assess the impact of green packaging and green advertising on competitive advantage and business performance of manufacturing Small and Medium-sized Enterprises (SMEs). A research conceptual model was produced to determine the relationships from that model. A quantitative...
Persistent link: https://www.econbiz.de/10012657076
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Exploring internal stakeholders' emotional attachment & corporate brand perceptions through corporate storytelling for branding
Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent Business & Management 7 (2020) 1, pp. 1-22
The goal of this article was to explore internal stakeholders' emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A total of fifty four (54) in-depth...
Persistent link: https://www.econbiz.de/10012657232
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Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders' corporate brand perceptions
Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent Business & Management 7 (2020) 1, pp. 1-25
The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders' corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered...
Persistent link: https://www.econbiz.de/10012657312
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Internal service quality and external service quality using two versions of SERVQUAL scale: An empirical evidence from five malls in the capital city of Saudi Arabia
Almohaimmeed, Bader M. - In: Verslas: Teorija ir praktika / Business: Theory and Practice 20 (2019), pp. 158-169
Much of service quality research has been carried out on external service quality, i.e., services delivered by organizations to their own customers. The aim of this study was to investigate the influence of internal service quality (ISQ) on external service quality (ESQ), under the existence of...
Persistent link: https://www.econbiz.de/10012703536
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Consumer motives for purchasing counterfeit luxury products: Behind the status signaling behavior using brand prominence
Purwanto, Pur; Margiati, Lulus; Kuswandi, K.; Prasetyo, Budi - In: Verslas: Teorija ir praktika / Business: Theory and Practice 20 (2019), pp. 208-215
The present study sought to describe the relationship of customer motives with counterfeit products and brand prominence and purchasing behavior in three groups/classes of consumers ( patrician , parvenus and poseur ) in the context of luxury brand fashion. Data were obtained from a sample...
Persistent link: https://www.econbiz.de/10012703541
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Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective
Lee, Joseph Lok-Man; Lau, Chammy Yan-Lam; Wong, … - In: Journal of Tourism, Heritage & Services Marketing 9 (2023) 2, pp. 3-10
impact of brand awareness in the relationships between social media marketing and collectivist Chinese behavior in the … media marketing and purchase intention as well as word-of-mouth. Additionally, brand awareness exerts a negative moderating … collectivist customers. Furthermore, a negative brand awareness effect emerges when collectivist Chinese customers compare hotel …
Persistent link: https://www.econbiz.de/10014455334