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Enhancing participation intentions in online brand communities

Kumar, Vikas - In: Marketing intelligence & planning 40 (2022) 7, pp. 898-913

Persistent link: https://www.econbiz.de/10013393592

The deeper, the better? : effect of online brand community activity on customer purchase frequency

Wu, Ji; Huang, Liqiang; Zhao, Jianliang Leon; Hua, … - In: Information & management : the internat. journal of … 52 (2015) 7, pp. 813-823

Persistent link: https://www.econbiz.de/10011416354

The impact of comparative affective states on online brand perceptions : a five-country study

Siamagka, Nikoletta-Theofania; Christodoulides, George; … - In: International marketing review 32 (2015) 3/4, pp. 438-454

Persistent link: https://www.econbiz.de/10011342712

Creating online brand personality : the role of personal difference

Chung, Hwiman; Ahn, Euijin - In: Journal of promotion management : JPM 19 (2013) 2, pp. 167-187

Persistent link: https://www.econbiz.de/10009754903

The effects of positive and negative online customer reviews : do brand strength and category maturity matter?

Ho-Dac, Nga N.; Carson, Stephen J.; Moore, William L. - In: Journal of marketing 77 (2013) 6, pp. 37-53

Persistent link: https://www.econbiz.de/10010203377

Online trust-building mechanisms for existing brands : the moderating role of the e-business platform certification system

Ke, Dan; Chen, Anran; Su, Chenting - In: Electronic commerce research 16 (2016) 2, pp. 189-216

Persistent link: https://www.econbiz.de/10011527509

Extending consumer online brand trust research in the Gulf Cooperation Council (GCC) region

Bhuian, Shahid Nakib - In: Journal of international consumer marketing 28 (2016) 3, pp. 201-210

Persistent link: https://www.econbiz.de/10011507323

Fostering consumer-brand relationships in social media environments : the role of parasocial interaction

Labrecque, Lauren I. - In: Journal of interactive marketing : a quarterly … 28 (2014) 2, pp. 134-148

Persistent link: https://www.econbiz.de/10010399424

Influence on consumer attitude toward online brand community on revisit intention and brand trust

Jung, Na Young; Kim, Soohyun; Kim, Soyoung - In: Journal of retailing and consumer services 21 (2014) 4, pp. 581-589

Persistent link: https://www.econbiz.de/10010388522

Advertising Viewability in Online Branding Campaigns

Bounie, David - 2017

A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...

Persistent link: https://www.econbiz.de/10012956175

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