Purpose – This study aims to propose and empirically test a cognitive-behavioral model of the perceived benefits of social networking sites (SNSs), trust in SNSs, brand trust, brand loyalty and customer equity in the context of fast fashion brand communities in Thailand. Using a structural...

Purpose The paper aims to examine the nexus between perceived relational benefits and brand engagement within a restaurant setting in a developing economy context. Design/methodology/approach This paper used a survey research design, obtaining data via self-administered questionnaire from 500...

This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of...

Purpose – The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design/methodology/approach – Data were collected from...

Purpose – The purpose of this paper is to describe research which introduces attractiveness as a moderator of the relationship between the perceived brand personality and evaluations of the brand as a relationship partner in a product marketing context. Design/methodology/approach – This...

Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital...

Purpose The purpose of this study is to find out how electronic word of mouth (eWOM) may affect evaluations of products with different brand images. In particular, the study explores differential eWOM impacts across several brand types and extension categories. Design/methodology/approach An...

Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in...

Purpose – This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook...

Purpose By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a significant role in translating the informational mode of conversation to the relational mode of...