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The effect of customer empowerment and customer engagement on marketing performance : the mediating effect of brand community membership

Anber Abraheem Shlash Mohammad - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 21 (2020) 1, pp. 30-38

This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment … returned completed. Data analysis indicated a significant partial mediation of brand community in the effect of customer … empowerment on customer satisfaction was mediated by the customer's membership to the brand community. Thereupon, organisations …

Persistent link: https://www.econbiz.de/10012221786

The role of perceived knowledge on key brand community constructs of trust, involvement and engagement

Haverila, Matti; Haverila, Kai Christian; McLaughlin, … - In: Management research review 47 (2024) 10, pp. 1626-1653

Persistent link: https://www.econbiz.de/10015065531

Creating brand equity when using travel-related online social network web sites

Barreda, Albert - In: Journal of vacation marketing : an international journal 20 (2014) 4, pp. 365-379

Persistent link: https://www.econbiz.de/10010421435

Exciting on Facebook or competent in the newspaper? : media effects on consumers' perceptions of brands in the fashion category

Anselmsson, Johan; Tunca, Burak - In: Journal of marketing communications 25 (2019) 7, pp. 720-737

Persistent link: https://www.econbiz.de/10012203361

Community as a brand : an exploratory investigation

Wright-Isak, Christine - In: Journal of business & economics research 10 (2012) 3, pp. 131-142

Persistent link: https://www.econbiz.de/10009522356

Does a virtual like cause actual liking? : how following a brand's facebook updates enhances brand evaluations and purchase intention

Beukeboom, Camiel J.; Kerkhof, Peter; Vries, Metten de - In: Journal of interactive marketing : a quarterly … 32 (2015), pp. 26-36

Persistent link: https://www.econbiz.de/10011422780

Impact of brand equity dimensions on brand purchase intention of cutomers through social media networks

Ganapathi, R. - In: Global journal of business management : GJBM 8 (2014) 2, pp. 71-76

Persistent link: https://www.econbiz.de/10010533376

Building customer equity tgrough trust in social networking sites : a perspective from Thai consumers

Kananukul, Chawanuan; Jung, Sojin; Watchravesringkan, … - In: Journal of research in interactive marketing : … 9 (2015) 2, pp. 148-166

Persistent link: https://www.econbiz.de/10011302382

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

The effect of social media commmunication on consumer perceptions of brands

Schivinski, Bruno; Dąbrowski, Dariusz - In: Journal of marketing communications 22 (2016) 2, pp. 189-214

Persistent link: https://www.econbiz.de/10011561356