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Love the star, love the team? : the spillover effect of athlete sub brand to team brand advocacy in online brand communities

Wong, Amy; Hung, Yu-Chen - In: The journal of product & brand management 32 (2023) 2, pp. 343-359

Persistent link: https://www.econbiz.de/10013552964

The effect of social media activities on brand loyalty for banks : the role of brand trust

Althuwaini, Sulaiman - In: Administrative Sciences : open access journal 12 (2022) 4, pp. 1-10

The aim of this research was to examine the impact of social media marketing activities on brand trust and brand …. This study emphasizes the role of trust as mediating brand loyalty in social media marketing. The implications for …

Persistent link: https://www.econbiz.de/10013470237

Building relationships through customer engagement in Facebook brand pages

de Silva, Thanuka Mahesha - 2021

Social media brand pages have emerged as an influential relationship-building tool, and continue to grow in popularity … framework for building relationships through customer engagement in Facebook brand pages (FBPs). Using a sample of 327 … the role of customer engagement in building customer relationships with the FBP itself, rather than with the brand …

Persistent link: https://www.econbiz.de/10014087842

When connection turns to anger : how consumer-brand relationship and crisis type moderate language on social media

Mosley, Buffy; Schweidel, David A.; Zhang, Kunpeng - In: Journal of consumer research : JCR ; an … 50 (2024) 5, pp. 907-922

Persistent link: https://www.econbiz.de/10014526239

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

Rise and fall of interactions with brand communities

Moghaddam, Saeed Arablooye; Esfidani, Mohammad Rahim - In: Marketing intelligence & planning 40 (2022) 6, pp. 772-786

Persistent link: https://www.econbiz.de/10013393541

Title redacted : the impact of negative online review censorship

Stevens, Jennifer L.; Esmark Jones, Carol L.; … - In: The journal of product & brand management 31 (2022) 4, pp. 570-585

Persistent link: https://www.econbiz.de/10013393663

Examining the role of brand experience in understanding the influence of social media on brand equity

Pintol, Amel; Hadziahmetovic, Nereida - In: International journal of technology marketing : IJTMkt 18 (2024) 3, pp. 289-313

Persistent link: https://www.econbiz.de/10015062516

Drivers of brand community engagement

Kumar, Jitender; Kumar, Vikas - In: Journal of retailing and consumer services 54 (2020), pp. 1-12

Persistent link: https://www.econbiz.de/10012238383

The impact of brand evangelism on oppositional referrals towards a rival brand

Marticotte, Francois; Arcand, Manon; Baudry, Damien - In: The journal of product & brand management 25 (2016) 6, pp. 538-549

Persistent link: https://www.econbiz.de/10011587821