Search Results - subject:"Brand interactivity"

The central role of consumer-brand engagement in product and service brand contexts

Ndhlovu, T.; Maree, T. - In: Journal of marketing analytics : JMA 12 (2024) 4, pp. 944-961

Persistent link: https://www.econbiz.de/10015138152

Dynamics of social media involvement in building customer engagement and co-creation behavior : the moderating role of brand interactivity

Satar, Mir Shahid; Rather, Raouf Ahmad; Shahid, Shadma; … - In: Asia Pacific journal of marketing and logistics 36 (2024) 10, pp. 2237-2258

Persistent link: https://www.econbiz.de/10015210753

How to prompt brand love and eWOM intention? : exploring the role of brand interactivity, consumer involvement and consumer brand engagement

Gao, Siyu; Shao, Bilin - In: Asia Pacific journal of marketing and logistics 36 (2024) 10, pp. 2744-2765

Persistent link: https://www.econbiz.de/10015210825

Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity

Satar, Mir Shahid; Rather, Raouf Ahmad; Shahid, Shadma; … - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 10, pp. 2237-2258

-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel …. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power. Research …

Persistent link: https://www.econbiz.de/10015340919

How to prompt brand love and eWOM intention? Exploring the role of brand interactivity, consumer involvement and consumer brand engagement

Gao, Siyu; Shao, Bilin - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 10, pp. 2744-2765

within the influence of brand interactivity and consumer involvement, especially in the context of the smartphone industry … research reveal that the (perceived) brand interactivity, and consumer involvement, are key factors influence CBE. As expected … by examining the relationship between brand interactivity, consumer involvement, CBE, brand love and eWOM in the context …

Persistent link: https://www.econbiz.de/10015340954

The impact of perceived social media interactivity on brand trust : the mediating role of perceived social media agility and the moderating role of brand value

Bozkurt, Sıddık; Gligor, David; Ozer, Serhat; Sarp, Serap - In: Journal of marketing analytics : JMA 12 (2024) 3, pp. 523-536

Persistent link: https://www.econbiz.de/10015138089

The impact of perceived brand interactivity on customer purchases : the mediating role of perceived brand fairness and the moderating role of brand involvement

Gligor, David; Bozkurt, Sıddık - In: The journal of product & brand management 31 (2022) 1, pp. 96-109

Persistent link: https://www.econbiz.de/10012798135

The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty : the mediating effect of brand trust

Samarah, Tariq; Bayram, Pelin; Aljuhmani, Hasan Yousef; … - In: Journal of research in interactive marketing : … 16 (2022) 4, pp. 648-664

Persistent link: https://www.econbiz.de/10013536271

An integrated model of customer-brand engagement : drivers and consequences

France, Cassandra; Merrilees, Bill; Miller, Dale - In: The journal of brand management : an international journal 23 (2016) 2, pp. 119-136

Persistent link: https://www.econbiz.de/10011459504

Customer brand co-creation: a conceptual model

France, Cassandra; Merrilees, Bill; Miller, Dale - In: Marketing Intelligence & Planning 33 (2015) 6, pp. 848-864

the moderating effect of brand interactivity and brand communities. Finally, the model actualises the impact of brand co …

Persistent link: https://www.econbiz.de/10014947249