Search Results - subject:"Online brand"

Beyond revenge spending : exploring the role of loneliness and online brand equity in sustained luxury consumption among Asian MZ adults

Kang, Sukyoung; Kim, Sanghee - In: Asia marketing journal 27 (2025) 1, pp. 3-17

Persistent link: https://www.econbiz.de/10015399223

Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling

Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - In: Spanish journal of marketing 29 (2025) 1, pp. 114-135

Persistent link: https://www.econbiz.de/10015190421

"I love your brand! I engage with you, and I do online brand-related activities (COBRAs)" : the role of brand value

Castro-González, Sandra; Bande, Belén; … - In: European journal of management and business economics : … 34 (2025) 3, pp. 359-383

Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities … (COBRAs). This study examines the role of brand love in a consumer's decision to engage in online brand-related activities …

Persistent link: https://www.econbiz.de/10015414941

Promoting university brand through student co-creation behaviors : the role of online brand posts

Vo Thanh Thu; Le Quynh Hoa; Duong, Linh Nguyen Khanh - In: Journal of Trade Science 12 (2024) 1, pp. 60-79

' responses and co-creation behavior. Originality/value - Online brand posts not only enable institutions to exchange brand …

Persistent link: https://www.econbiz.de/10014554129

From Korea to the world : women's role as peer-leaders in K-pop transnational online brand communities

Brassier, Pascal - In: Asia Pacific business review 29 (2023) 5, pp. 1324-1348

Persistent link: https://www.econbiz.de/10014426228

The dark side of members' heterogeneity within online brand communities and global virtual teams : an extension to Schwartz's value theory

Raut, Sachin Kumar; Rana, Sudhir; Kathuria, Sakshi; … - In: Journal of global marketing 36 (2023) 4, pp. 284-302

Persistent link: https://www.econbiz.de/10014390264

Disengagement toward brand-based online communities : the role of culture

Kumar, Aman; Shankar, Amit - In: Journal of global marketing 36 (2023) 4, pp. 268-283

Persistent link: https://www.econbiz.de/10014390286

The dark side of group heterogeneity on a brand-based online community

Chatterjee, Sheshadri; Chaudhuri, Ranjan; Vrontis, Demetris - In: Journal of global marketing 36 (2023) 4, pp. 303-318

Persistent link: https://www.econbiz.de/10014390287

Investigating the impact of online brand communities on online customer engagement and brand loyalty

Gupta, Rajeev; Kumar, Vikas; Kaushik, Arun Kumar; … - In: Journal of global marketing 36 (2023) 4, pp. 319-338

Persistent link: https://www.econbiz.de/10014390288

The effect of cross-cultural dimensions on the manifestation of customer engagement behaviors

Connell, Cara; Marciniak, Ruth; Carey, Lindsey Drylie - In: Journal of international marketing 31 (2023) 1, pp. 32-48

Persistent link: https://www.econbiz.de/10014233448