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Brand stories in marketing : a bibliographic perspective

Park, Andrew; Treen, Emily; Pitt, Leyland F.; Chan, Anthony - In: Journal of strategic marketing 31 (2023) 3, pp. 635-654

Persistent link: https://www.econbiz.de/10014304935

Brand experience and brand loyalty : the moderating role of brand trust and the mediating role of brand love in Pakistani smartphone users

Sarmad, Imran; Imtiaz, Muhammad Ahsin; Bukhari, Syed … - In: Pakistan journal of commerce and social sciences 18 (2024) 1, pp. 40-61

The current study looks at the relationships in the Pakistani smartphone market between brand experience, brand love …, and brand loyalty. In addition, we also study brand trust's moderating effect. The data was collected from 300 Pakistani … that the experience of a brand is a significant factor in determining both love and loyalty to that brand. The outcomes of …

Persistent link: https://www.econbiz.de/10014525048

Consumer Brand Relationships

Guzman, Francisco - 2021

Cover -- Guest editorial -- Understanding customer brand engagement in user-initiated online brand communities …: antecedents and consequences -- Role of brand attachment in customers' evaluation of service failure -- Brand hate: a … multidimensional construct -- Love becomes hate? or love is blind?Moderating effects of brand love upon consumers' retaliation towards …

Persistent link: https://www.econbiz.de/10013331720

Do young travellers perceive rich media ads to be intrusive? : Evidence from India

Madhavan, Vinod; George, Simon - In: International journal of business excellence : IJBEX 33 (2024) 4, pp. 493-506

Persistent link: https://www.econbiz.de/10015062222

Examining the mediation effect of exogenous variables over brand switching behaviour : evidence from Indian women consumers

Sakkthivel, A.M.; Moovendhan, V. - In: International journal of business excellence : IJBEX 31 (2023) 4, pp. 500-520

Persistent link: https://www.econbiz.de/10015060793

Impact of viral marketing on brand loyalty in the FMCG sector

Mukherjee, Soumya; Das, Mrinal Kanti; Sahi, Anu; Saha, Dipak - In: International journal of business competition and … 8 (2023) 4, pp. 240-261

Persistent link: https://www.econbiz.de/10015064271

Impact of quality of AR apps on customer brand engagement, word-of-mouth and purchase intention : moderating role of perceived brand value

Patel, Vipul; Kautish, Pradeep; Patel, Naresh K. - In: International journal of electronic marketing and … 15 (2024) 3, pp. 330-349

Persistent link: https://www.econbiz.de/10015063983

Peer pressure and poverty : exploring fashion brands and consumption symbolism among children of the "British poor"

Elliott, Richard; Leonard, Clare - 2009

Persistent link: https://www.econbiz.de/10003785641

The impact of branding on low-income adolescents : a vicious cycle?

Isaksen, Katja Jezkova; Roper, Stuart - In: Psychology & marketing 25 (2008) 11, pp. 1063-1087

Persistent link: https://www.econbiz.de/10003774632

Brand switching in clothing : the role of variety-seeking drive and product category-level characteristics

Michaelidou, Nina; Dibb, Sally - In: International journal of consumer studies 33 (2009) 3, pp. 322-326

Persistent link: https://www.econbiz.de/10003850085