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Psychological ownership towards online brand communities driving brand engagement : a visitors' perspective
Kumar, Jitender - In: Journal of strategic marketing 30 (2022) 4, pp. 355-388
Persistent link: https://www.econbiz.de/10013370883
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Value creation (vs value destruction) as an unintended consequence of negative comments on [innocuous] brand social media posts
Labrecque, Lauren I.; Markos, Ereni; Yuksel, Mujde; … - In: Journal of interactive marketing : a quarterly … 57 (2022) 1, pp. 115-140
Persistent link: https://www.econbiz.de/10013397509
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Change in brand attitude depending on fashion film type : the psychological mechanisms by engagement and consumer fantasy proneness
Park, Hyun Hee - In: Asia Pacific journal of marketing and logistics 34 (2022) 6, pp. 1101-1122
Persistent link: https://www.econbiz.de/10013390988
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El consumo responsable como una expresión de compromiso desde el principio de reciprocidad
Mejía-Giraldo, Juan F. - In: Redmarka : revista de marketing aplicado 25 (2021) 1, pp. 61-80
Persistent link: https://www.econbiz.de/10013329797
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Impact of brand engagement on behavioral loyalty, brand equity and WOM through attitudinal loyalty
Goyal, Anita; Verma, Pranay - In: Journal of international food & agribusiness marketing 35 (2023) 1, pp. 88-109
Persistent link: https://www.econbiz.de/10013549084
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Mega-influencers as online opinion leaders : establishing cosmetic brand engagement on social media
Fitriati, Rachma; Siwi, Inggit Sekar Madu; Munawaroh; … - In: Journal of promotion management : innovations in … 29 (2023) 3, pp. 359-382
Persistent link: https://www.econbiz.de/10013550351
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Influencer marketing effectiveness : the mechanisms that matter
Wilkie, Dean C. H.; Dolan, Rebecca; Harrigan, Paul; … - In: European journal of marketing 56 (2022) 12, pp. 3485-3515
Persistent link: https://www.econbiz.de/10013457456
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Modeling the factors affecting online purchase intention : the mediating effect of consumer's attitude towards user- generated content
Mathur, Smriti; Tewari, Alok; Singh, Akanchha - In: Journal of marketing communications 28 (2022) 7, pp. 725-744
Persistent link: https://www.econbiz.de/10013493040
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Brand engagement and purchase intention towards apparel goods : a study of Generation Z in social media scenario
Pant, Ravinder; Negi, Antriksha; Kishor, Nawal - In: International journal of management practice : IJMP 16 (2023) 3, pp. 319-342
Persistent link: https://www.econbiz.de/10014315874
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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