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Insights into consumers : exploring the impact of brand coolness on consumers' brand engagement with intervening role of brand love
Shahid, Kamelia; Yang, Qing; Waheed, Abdul; Arif, Farrah - In: International journal of information systems and change … 13 (2022) 2, pp. 131-147
Persistent link: https://www.econbiz.de/10014318700
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Service brand coolness in the construction of brand loyalty : a self-presentation theory approach
Jiménez-Barreto, Jano; Loureiro, Sandra Maria Correia; … - In: Journal of retailing and consumer services 65 (2022), pp. 1-15
Persistent link: https://www.econbiz.de/10013169578
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The use of demographic and psychographic segmentation to creating marketing strategy of brand loyalty
Gajanova, Lubica; Nadanyiova, Margareta; … - In: Scientific Annals of Economics and Business 66 (2019) 1, pp. 65-84
Persistent link: https://www.econbiz.de/10012313575
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An investigation of brand equity dimensions and customer retention : a perspective of postpaid telecom subscribers in Lagos State, Nigeria
Kunle, Ladipo Patrick; Rahim, A. Ganiyu; Nkechi, Peace - In: International journal of management and economics 56 (2020) 4, pp. 339-350
This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry … multistage sampling techniques. The four dimensions of brand equity (brand awareness, brand association, perceived quality, and … brand loyalty) were found to be correlated with one another and with overall brand equity. Similarly, the four dimensions …
Persistent link: https://www.econbiz.de/10012395271
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Branded marketing events : engaging Australian and French wine consumers
Altschwager, Teagan; Conduit, Jodie; Bouzdine-Chameeva, … - In: Journal of service theory and practice : JSTP 27 (2017) 1, pp. 336-357
Persistent link: https://www.econbiz.de/10011627150
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Role of word-of-mouth communication in consumer brand relationship initiation and maintenance : insights from the bottom of pyramid markets
Banerjee, Shubhomoy; Sreejesh, S. - In: International journal of emerging markets 19 (2024) 5, pp. 1259-1280
Persistent link: https://www.econbiz.de/10014560253
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Antecedents and consequences of brand attachment : a literature review and research agenda
Hemsley-Brown, Jane - In: International journal of consumer studies 47 (2023) 2, pp. 611-628
Persistent link: https://www.econbiz.de/10014250599
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How well do consumer-brand relationships drive customer brand loyalty? : generalizations from a meta-analysis of brand relationship elasticities
Khamitov, Mansur; Wang, Xin; Thomson, Matthew - In: Journal of consumer research : JCR ; an … 46 (2019) 3, pp. 435-459
Persistent link: https://www.econbiz.de/10012120587
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The effect of multiple hotel brand extensions
Mahasuweerachai, Patcharaporn; Qu, Hailin - In: Tourism and hospitality research : the surrey quarterly … 15 (2015) 1, pp. 27-38
Persistent link: https://www.econbiz.de/10010515373
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The role of functional and symbolic brand associations on brand loyalty : a study on luxury brands
Esmaeilpour, Fariba - In: Journal of fashion marketing and management 19 (2015) 4, pp. 467-484
Persistent link: https://www.econbiz.de/10011502910