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Evaluating the impact of social media activities on human brand sales

Saboo, Alok R.; Kumar, V.; Ramani, Girish - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 524-541

Persistent link: https://www.econbiz.de/10011596859

Luxury brand strategies and customer experiences : contributions to theory and practice

Ko, Eunju; Phau, Ian; Aiello, Gaetano - In: Journal of business research : JBR 69 (2016) 12, pp. 5749-5752

Persistent link: https://www.econbiz.de/10011597488

Co-creating corporate brand identity with online brand communities : a managerial perspective

Essamri, Azzouz; McKechnie, Sally; Winklhofer, Heidi - In: Journal of business research : JBR 96 (2019), pp. 366-375

Persistent link: https://www.econbiz.de/10011981083

Brand gender and consumer-based brand equity on Facebook : the mediating role of consumer-brand engagement and brand love

Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, … - In: Journal of business research : JBR 96 (2019), pp. 376-385

Persistent link: https://www.econbiz.de/10011981098

Online brand community and its outcomes

Ha, Yongsoo - In: Journal of Asian finance, economics and business : JAFEB 5 (2018) 4, pp. 107-116

Persistent link: https://www.econbiz.de/10011963931

Social media, online brand communities, and customer engagement in the fashion industry

Helal, Guida - In: Leveraging computer-mediated marketing environments, (pp. 143-172). 2019

Persistent link: https://www.econbiz.de/10011971314

Trust and commitment within a virtual brand community : the mediating role of brand relationship quality

Akrout, Houcine; Nagy, Gábor - In: Information & management : the internat. journal of … 55 (2018) 8, pp. 939-955

Persistent link: https://www.econbiz.de/10011946998

Variations in consumers' use of brand online social networking : a uses and gratifications approach

Lim, Heejin; Kumar, Archana - In: Journal of retailing and consumer services 51 (2019), pp. 450-457

Persistent link: https://www.econbiz.de/10012115176

Developing brand relationship quality through online brand communities

Khan, Zoia; Khattak, Arif - In: Pakistan journal of commerce and social sciences 11 (2017) 1, pp. 275-292

Managers are interested in how to develop relationship with customers due to importance of social media based brand … communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i ….e. customer brand engagement, focusing on expanded domain of relationship building. In this study we have provided insights about …

Persistent link: https://www.econbiz.de/10011930289

Analysing consumer-brand engagement through appreciative listening on social network platforms

Pina, Lídia Silveira; Loureiro, Sandra Maria Correia; … - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 304-313

Persistent link: https://www.econbiz.de/10012179025