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The influence of user participation in social media-based brand comunities on brand loyalty : age and gender as moderators
Kamboj, Shampy; Rahman, Zillur - In: The journal of brand management : an international journal 23 (2016) 6, pp. 679-700
Persistent link: https://www.econbiz.de/10011625274
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Bridging the gap between brand gender and brand loyalty on social media : exploring the mediating effects
Vacas-de-Carvalho, Leonor; Azar, Salim L.; Machado, … - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 11/12, pp. 1125-1152
Persistent link: https://www.econbiz.de/10012395429
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Brand gender and consumer-based brand equity on Facebook : the mediating role of consumer-brand engagement and brand love
Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, … - In: Journal of business research : JBR 96 (2019), pp. 376-385
Persistent link: https://www.econbiz.de/10011981098
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Understanding the ties between brand gender and brand engagement in online brand communities : the moderating role of consumers' biological sex
Kumar, Jitender - In: The journal of product & brand management 31 (2022) 5, pp. 761-779
Persistent link: https://www.econbiz.de/10013407533
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The effect of marketing activities on the brand recognition, brand familiarity, and purchase intention on the SNS of franchise companies
Chun, Tae Yoo; Lee, Dong Keol; Park, No Hyun - In: Journal of Asian finance, economics and business : JAFEB 7 (2020) 11, pp. 955-966
Persistent link: https://www.econbiz.de/10012671846
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Online branding strategies of family SME wineries : a Hungarian-German comparative study
Paunović, Ivan; Obermayer, Nóra; Kovari, Edit - In: Journal of family business management : JFBM 12 (2022) 3, pp. 450-467
Persistent link: https://www.econbiz.de/10013536294
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Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
Cheung, Man Lai; Pires, Guilherme D.; Rosenberger, Philip J. - In: International journal of economics and business research 17 (2019) 3, pp. 243-261
Persistent link: https://www.econbiz.de/10012021617
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Conceptualising performative Instagram influencer and user relationships : through advertising and sponsored brand content
Wilson, Jonathan A. J.; Arroyo, Laura - In: International journal of business performance … 23 (2022) 3, pp. 257-284
Persistent link: https://www.econbiz.de/10013440055
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My brand, my self(ie) - why consumers portray themselves in brand-selfies
Flaswinkel, Anne Mareike; Rump, Markus; Decker, Reinhold - In: International journal of internet marketing and … 18 (2023) 2/3, pp. 310-334
Persistent link: https://www.econbiz.de/10014318347
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The impact of language style accommodation during social media interactions on brand trust
Jakic, Ana; Wagner, Maximilian Oskar; Meyer, Anton - In: Journal of service management 28 (2017) 3, pp. 418-441
Persistent link: https://www.econbiz.de/10011758696