Using a sample of over 500 brands and 150,000 WOM conversations, this study demonstrates that brand characteristics … brand characteristics influence the quantity of WOM for a brand. By integrating the WOM impact study with the aforementioned … WOM quantity research, a more complete picture of the brand-WOM relationship emerges. Relevant insights for managers and …

word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the … marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast … indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand …

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

Although many studies have documented that in-store displays and feature advertising can significantly increase brand … construct a brand choice model based on the behavioral premises of both effects. The proposed model allows consumers to use a …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …