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An expeditin of brand identification to evangelism with mediating effect of love and loyalty

Koner, Souren; Gupta, Tanushree; Malewar, Sonali - In: Thailand and the world economy 41 (2023) 2, pp. 62-84

paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … were evaluated within brand identification and brand evangelism. As a result of the analyses, it was determined that brand … identification, brand love, and brand loyalty positively affected brand evangelism. Besides, the serial mediating effect of brand …

Persistent link: https://www.econbiz.de/10014439350

Multi-Channel Customer Management : Delighting Consumers, Driving Efficiency

Peterson, Michael; Gröne, Florian; Kammer, Karsten; … - 2011

In today’s maturing consumer markets, emphasis is shifting from straightforward sales to a more holistic approach to customer life cycle management, with a stronger emphasis on how sales are generated and service provided all along the customer journey. Effectively managing these different...

Persistent link: https://www.econbiz.de/10014179398

Perceived Electronic Service Quality by Individual Customers

Çelik, Hakan; Başaran, Bülent - 2011

Since electronic services (e-services) are different from their traditional counterparts in many aspects, conventional service quality models remain insufficient to capture the perceived e-service quality concept. Therefore, the aim of this study is to develop a structural perceived e-service...

Persistent link: https://www.econbiz.de/10014180521

The Relationship between Household Lifecycle and Brand Loyalty

Trinh, Giang; Wright, Malcolm - 2011

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines sharply as households shift...

Persistent link: https://www.econbiz.de/10014182220

A Segmentation Study of Beach Rental-by-Owner Online Inquiring Customers

Hill, William W. - 2011

In recent years, with the movement of vacation planning to the online setting, a segment that has emerged is the vacation rental-by-owner lodging market. Vacation property owners are now often renting their property on their own through the virtual marketplace. Accordingly, this study proposes...

Persistent link: https://www.econbiz.de/10014184143

The Impact of Repeat Attendance on Sponsorship Effects

Lacey, Russell; Sneath, Julie; Finney, R. Zachary; … - 2012

Understanding the impact of retaining sponsors and event attendees offers important insight to organizations that are contemplating long-term sponsorship relationships and to event marketers seeking ongoing sponsorship partnerships. Yet prior to this study, the impact of multi-year sponsorship...

Persistent link: https://www.econbiz.de/10014041788

Equilibrium Market Segmentation for Targeted Pricing Based on Customer Characteristics

Huang, Ke-Wei - 2010

Recent advances in intelligent pricing softwares have created numerous opportunities for retailers to turn customer information into additional profits through targeted pricing: charging different prices to different market segments directly or indirectly based on customer demographics. However,...

Persistent link: https://www.econbiz.de/10014047096

Affecting Customer Loyalty : Do Different Factors Have Various Influences in Different Loyalty Levels?

Kuusik, Andres - 2007

The current paper studies the influence of various factors on customer loyalty. The main hypothesis of the study insists that the list of most important factors affecting loyalty is dependant on the level of loyalty of costumers. LOGIT method was used for testing the hypotheses on the sample of...

Persistent link: https://www.econbiz.de/10014048203

Managing Customer Relationships under Competition : Punish or Reward Current Customers?

Shin, Jiwoong; Sudhir, K. - 2010

Companies spend enormous resources on customer relationship management (CRM), but there is no clear understanding on two seemingly simple, but critical questions: (1) Should firms reward or punish their current customers? (2) Can CRM be profitable in a competitive setting? While CRM...

Persistent link: https://www.econbiz.de/10014048473

Narrative Processing : Building Consumer Connections to Brands

Edson Escalas, Jennifer - 2013

This paper proposes that narrative processing creates or enhances self-brand connections because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand...

Persistent link: https://www.econbiz.de/10014049886