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Building customer-brand relationships through customer brand engagement

Kumar, Vikas - In: Journal of promotion management : innovations in … 26 (2020) 7, pp. 986-1012

Persistent link: https://www.econbiz.de/10012287157

Something social, something entertaining? : how digital content marketing augments consumer experience and brand loyalty

Lou, Chen; Xie, Quan - In: International journal of advertising : the review of … 40 (2021) 3, pp. 376-402

Persistent link: https://www.econbiz.de/10012586666

(In)direct effects of customer-defined market orientation on brand loyalty through purchase intention and brand image : a parallel mediation approach

Khan, Naveed R.; Ul Abedin, Zain; Ghouri, Arsalan Mujahid - In: The Lahore journal of business 9 (2020/2021) 2, pp. 79-108

Persistent link: https://www.econbiz.de/10012628305

How can social responsibilities contribute to brand equity? : evidences from Isfahan

Ghaffari, Mohammad; Monfared, Amir Reza Konjkav - In: Middle East journal of management : MEJM 8 (2021) 5, pp. 475-496

Persistent link: https://www.econbiz.de/10012693949

The Impact of marketing mix elements on brand loyalty towards speech therapy in health science industry Malaysia

Masri bin Abdul Lasi; Tan Cheng Man - In: Inventi impact: SMEs (2021) 1, pp. 59-69

Persistent link: https://www.econbiz.de/10012696664

Understanding consumer-based brand equity and its antecedents in international and national banks in Egypt

Shaalan, Ahmed; Hegazy, Ahmed; Tourky, Marwa; Elshaer, … - In: Journal of marketing communications 28 (2022) 1, pp. 38-72

Persistent link: https://www.econbiz.de/10012697021

Winning the loyalty cup : impact of symbol-related brand elements on brand loyalty of sports clubs

Reghunathan, Aravind; Joseph, Joshy - In: International journal of sport management and marketing … 21 (2021) 3/4, pp. 245-264

Persistent link: https://www.econbiz.de/10012697147

Determinants of brand loyalty in the apparel industry : a developing country perspective

Ledikwe, Aobakwe - In: Cogent business & management 7 (2020) 1, pp. 1-18

The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive quantitative design was followed, and data were collected from respondents using a self-administered questionnaire. A structured equation modelling technique was used to validate...

Persistent link: https://www.econbiz.de/10012621959

Consumer brand engagement in social networking sites and its effect on brand loyalty

Jayasingh, Sudarsan - In: Cogent business & management 6 (2019), pp. 1-22

Marketers today use social networking sites as their communication channel to promote their brands. There is a growing importance to this media to increase consumer’s online participation and engagement. The aim of this research it to identify the determinants of consumer brand engagement...

Persistent link: https://www.econbiz.de/10012622473

Decoding consumer psychology toward dietary supplements : a mediation analysis between freebies and brand loyalty

Bharadwaj, Samrat; Bezborah, Pranjal - In: Journal of food products marketing : innovations in … 27 (2021) 4, pp. 173-187

Persistent link: https://www.econbiz.de/10012623348