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The influence of brand image for the online direct selling of a Malaysian micro-enterprise cosmetic brand : the mediating role of brand awareness

Rajat Subhra Chatterjee; Seduram, Linda; Tan Sin Kwang; … - In: International journal of internet marketing and … 15 (2021) 5/6, pp. 593-614

Persistent link: https://www.econbiz.de/10012670734

Brand management in the era of social media : social visibility of consumption and customer brand identification

So, Kevin Kam Fung; Wu, Luorong; Xiong, Lina; King, Ceridwyn - In: Journal of travel research : a quarterly publication of … 57 (2018) 6, pp. 727-742

Persistent link: https://www.econbiz.de/10011927123

What can influence the consumers' online word-of-mouth? : an online gaming perspective

Liao, Shu-hsien; Chung, Yu-chun; Chang, Wen-jung - In: International journal of services technology and management 19 (2013) 4/5/6, pp. 278-293

Persistent link: https://www.econbiz.de/10009791681

User generated branding : integrating user generated content into brand management

Arnhold, Ulrike - 2010 - 1. ed.

Persistent link: https://www.econbiz.de/10003939865

Creating value for customers through engagement and participation in brand communities

Loureiro, Sandra Maria Correia; Pires, Ana Regina; … - In: International journal of business performance management 16 (2015) 2/3, pp. 114-132

Persistent link: https://www.econbiz.de/10011316447

The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment

Lovett, Mitchell; Staelin, Richard - 2012

We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...

Persistent link: https://www.econbiz.de/10009699396

Customer engagement in a Facebook brand community

Gummerus, Johanna; Liljander, Veronica; Weman, Emil; … - In: Management research review 35 (2012) 9, pp. 857-877

Persistent link: https://www.econbiz.de/10009660470

Consumer engagement with self-expressive brands: brand love and WOM outcomes

Wallace, Elaine; Buil, Isabel; De Chernatony, Leslie - In: The journal of product & brand management 23 (2014) 1, pp. 33-42

Persistent link: https://www.econbiz.de/10010358994

The impact of user interactions in social media on brand awareness and purchase intention : the case of MINI on Facebook

Hutter, Katja; Hautz, Julia; Dennhardt, Severin; … - In: The journal of product & brand management 22 (2013) 5/6, pp. 342-351

Persistent link: https://www.econbiz.de/10010224852

Enhancing consumer-brand relationships on restaurant Facebook fan pages : maximizing consumer benefits and increasing active participation

Kang, Juhee; Tang, Liang; Fiore, Ann Marie - In: International journal of hospitality management 36 (2014), pp. 145-155

Persistent link: https://www.econbiz.de/10010239303