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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, 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/10015207155

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

Persistent link: https://www.econbiz.de/10013382453

Does thinking style affect the impacts of satisfaction and reputation on repurchase intention? A cross-national comparison

Tektaş, Öznur Özkan; Eryigit, Canan; Ekmekci, Ozge Tayfur - In: Journal of Marketing and Consumer Behaviour in Emerging … (2017) 2, pp. 4-24

The purpose of this study is to test whether the influence of satisfaction and reputation on repurchase intention varies among analytic and holistic thinkers. We employed an individual level approach to measure cross-cultural differences regarding thinking style and other variables. We made a...

Persistent link: https://www.econbiz.de/10015207116

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

Social Media im Recruiting

Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12

Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...

Persistent link: https://www.econbiz.de/10010420382

Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche

Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16

Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...

Persistent link: https://www.econbiz.de/10010420965

Critical Success Factors for Online-Shops of Drugstores

Svechla, Sabrina; Fischer, Jessica; Ferdinand, Hans-Michael - In: Markenbrand (2014) 2/2014, pp. 17-25

The digitalization of the every-day life also affects buying habits of customers. Changes that take place regarding these habits result in an increasing number of e-commerce retailers. Online-shops in the business-to-consumer field are especially successful with apparel and electronic products....

Persistent link: https://www.econbiz.de/10010420966

Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media

Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Persistent link: https://www.econbiz.de/10010420967

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

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