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Investigating firm level drivers of salesperson brand identification
Allison, Lee; Flaherty, Karen E. - In: Journal of business research : JBR 121 (2020), pp. 154-169
Persistent link: https://www.econbiz.de/10012417335
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Brands in virtual reality games : affective processes within computer-mediated consumer experiences
Berlo, Zeph M. C. van; Reijmersdal, Eva A. van; Smit, … - In: Journal of business research : JBR 122 (2021), pp. 458-465
Persistent link: https://www.econbiz.de/10012420439
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How less congruent new products drive brand engagement : the role of curiosity
Gerrath, Maximilian H. E. E.; Biraglia, Alessandro - In: Journal of business research : JBR 127 (2021), pp. 13-24
Persistent link: https://www.econbiz.de/10012494346
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Minimalism in consumption : a typology and brand engagement strategies
Pangarkar, Aniruddha; Shukla, Paurav; Taylor, Charles … - In: Journal of business research : JBR 127 (2021), pp. 167-178
Persistent link: https://www.econbiz.de/10012494363
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Emoji, playfulness, and brand engagement on Twitter
McShane, Lindsay; Pancer, Ethan; Poole, Maxwell; Deng, Qi - In: Journal of interactive marketing : a quarterly … 53 (2021), pp. 96-110
Persistent link: https://www.econbiz.de/10012502849
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The effect of brand engagement and brand love upon overall brand equity and purchase intention : a moderated-mediated model
Verma, Pranay - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 103-132
Persistent link: https://www.econbiz.de/10012385179
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Charity donation intention via m-payment apps : donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?
Maleki, Fatemeh; Hosseini, Seyed Mohsen - In: International review on public and non-profit marketing 17 (2020) 4, pp. 409-443
Persistent link: https://www.econbiz.de/10012310875
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Effect of brand communities on consumer engagement and trust : evidence from mobile phone brands' Facebook pages in Burundi
Niyonkomezi, Jeanine; Mokua, Juniter Kwamboka - 2020
Persistent link: https://www.econbiz.de/10012266494
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Impact of internal branding on student engagement : insights from a South African university
Maunze, O'bidie Rudo; Abratt, Russell; Mingione, Michela - In: Services marketing quarterly 41 (2020) 2, pp. 124-144
Persistent link: https://www.econbiz.de/10012256934
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When fan engagement with sports club brands matters in sponsorship : influence of fan-brand personality congruence
Pradhan, Debasis; Malhotra, Ritu; Moharana, Tapas Ranjan - In: The journal of brand management : an international journal 27 (2020) 1, pp. 77-92
Persistent link: https://www.econbiz.de/10012297792