Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and … netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment. The study … sub-processes reflecting consumers' interactive experience within online brand communities, and value co-creation among …

Examination of consumers' relationships with brands is available in depth only for the last decade. As brand …

The purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand … identification, brand commitment, and word of mouth. The results show that congruity of consumer and brand values tends to have … positive influence on consumers' identification. Consumers who identify with a brand tend to commit stronger to a brand and …

To substitute a well-known initial brand by a totally unknown target brand is risky. Whereas some general … recommendations in terms of implementation have already been described in the literature, it is not taken into account that brand … be a customer transfer when the positioning of the initial brand remains identical (Bio-Activia) or it could aim to a …

Objectives - To determine the relationship between brand-specific advertising and promotions in convenience stores for … Marlboro and Camel cigarettes and choice of usual brand among school students. Design - Cross-sectional survey with merged … with a usual brand, matched to 196 convenience stores. Main outcome measures – Choice of Marlboro as a usual brand …

brand profile on Facebook, to participate and interact with the community, and to share content published by brands on their … Facebook users who were brand followers. The quantitative study was based on a structured questionnaire, which gathered … responses from 650 Facebook brand followers. Results show that while Facebook users are willing to connect to brands on Facebook …