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Is this really me? : investigating brand personality self-congruity on consumer behavior in video-based social media

Bargoni, Augusto; Giachino, Chiara; Gutuleac, Rada; … - In: Psychology & marketing 41 (2024) 5, pp. 1115-1132

Persistent link: https://www.econbiz.de/10014530974

Examining the drivers and brand performance implications of customer engagement with brands in the social media environment

De Vries, Natalie Jane; Carlson, Jamie - In: The journal of brand management : an international journal 21 (2014) 6, pp. 495-515

Persistent link: https://www.econbiz.de/10010423856

A conceptual analysis of brand intimacy on social media platforms

Almubarak, Alanoud F.; Pervan, Simon J.; Johnson, Lester W. - In: Journal of strategic marketing 26 (2018) 6, pp. 463-478

Persistent link: https://www.econbiz.de/10011976041

Brand presence in digital space

Rowley, Jennifer; Edmundson-Bird, David - In: Journal of electronic commerce in organizations : the … 11 (2013) 1, pp. 63-78

Persistent link: https://www.econbiz.de/10009792126

Social media and hospital brands : a field study in Turkey

Güzel, Alper; Tengilimoglu, Dilaver; Ekiyor, Aykut - In: Journal of economics & management 22 (2015) 4, pp. 16-31

Persistent link: https://www.econbiz.de/10011534294

The effects of brand involvement and messaging strategy on user responses

Cho, Su Yeon - In: Journal of promotion management : innovations in … 28 (2022) 1, pp. 42-59

Persistent link: https://www.econbiz.de/10012801955

Consumer brand engagement in social networking sites and its effect on brand loyalty

Jayasingh, Sudarsan - In: Cogent business & management 6 (2019), pp. 1-22

determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. This study applies the … engaged in Facebook brand pages. This research adopted mixed approach of research, which involves qualitative and quantitative … analyses. The data about Facebook brand page activities of 100 brands were collected using Fanpage Karma, a social media …

Persistent link: https://www.econbiz.de/10012622473

The influence of brand community on co-creation : a cross national study of the brand AXE in France and Tunisia

Benmiled-Cherif, Héla; Kaufmann, Hans Rüdiger; … - In: World review of entrepreneurship, management and … 12 (2016) 2/3, pp. 285-299

Persistent link: https://www.econbiz.de/10011573426

Can consumers be persuaded on brand microblogs? : an empirical study

Zhang, Kem Z. K.; Barnes, Stuart J.; Zhao, Sesia J.; … - In: Information & management : the internat. journal of … 55 (2018) 1, pp. 1-15

Persistent link: https://www.econbiz.de/10011813442

Consumer brand engagement and its social side on brand-hosted social media : how do they contribute to brand loyalty?

Helme-Guizon, Agnès; Magnoni, Fanny - In: Journal of marketing management : JMM ; journal of the … 35 (2019) 7/8, pp. 716-741

Persistent link: https://www.econbiz.de/10012178425