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The role of brand experience and student engagement in the creation of brand equity in a higher education context

Muhammad Waqas - In: Journal of nonprofit & public sector marketing 34 (2022) 4, pp. 451-474

Persistent link: https://www.econbiz.de/10013417411

Customer experience with the branded content : a social media perspective

Muhammad Waqas; Hamzah, Zalfa Laili; Mohd Salleh, Noor Akma - In: Online Information Review 45 (2021) 5, pp. 964-982

Purpose: Social media platforms are important channels to create a favourable customer experience. The purpose of this paper is to investigate the types of experiences customers can have with the branded content on social media. Design/methodology/approach: Data were collected from 20...

Persistent link: https://www.econbiz.de/10012541700

Customer experience : a systematic literature review and consumer culture theory-based conceptualisation

Muhammad Waqas; Zalfa Laili Hamzah; Noor Akma Mohd Salleh - In: Management review quarterly 71 (2021) 1, pp. 135-176

Persistent link: https://www.econbiz.de/10012432250

Managerial latitude and adaptive selling : important roles of salesperson perceived control and work centrality

Khalid, Adeel; Singh, Sanjay K.; Usman, Muhammad; … - In: Journal of business research : JBR 172 (2024), pp. 1-9

Persistent link: https://www.econbiz.de/10014547372

Branded content experience in social media settings : a consumer culture theory perspective

Muhammad Waqas; Zalfa Laili Hamzah; Noor Akma Mohd Salleh - In: The journal of brand management : an international journal 29 (2022) 2, pp. 225-240

Persistent link: https://www.econbiz.de/10013170671

Consumer repurchase intention of smart wearable devices : an extension of the technology integration model

Zalfa Laili Hamzah; Muhammad Waqas; Rohayu Binti Rahman; … - In: International journal of technology marketing : IJTMkt 17 (2023) 1, pp. 78-98

Persistent link: https://www.econbiz.de/10013503847

The role of religious advertising and personal selling in enhancing mutual fund purchase intention and sales in Pakistan : a managerial perspective

Muhammad Waqas; Mian, Sarmad Jan; Nazir, Nabila - In: Journal of Islamic marketing 14 (2023) 1, pp. 43-60

Persistent link: https://www.econbiz.de/10013536370