Creating Brand Commitment and Brand Equity in International Food Companies Through Sustainability in European Countries
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DOI: 10.1002/bse.70117
Abstract: This study investigates the impact of corporate social responsibility (CSR) and customer brand equity (CBE) on brand commitment (BCO) towards a leading international food company, employing a cross‐cultural comparison between Spain and France. By addressing… read more here.
Keywords: food; brand equity; brand; brand commitment ... See more keywords
The Role of Affective Brand Commitment on Sales Effort
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DOI: 10.1080/10696679.2017.1311215
Abstract: This research delineates the effects of salespeople’s affective brand commitment on their brand sales effort by proposing an integrated model incorporating the Theory of Planned Behavior (TPB) and the Motivation, Opportunity, and Ability (MOA) Theory.… read more here.
Keywords: brand commitment; brand; sales effort; affective brand ... See more keywords
Promoting Healthy Menu Choices in Fast Food Restaurant Advertising: Influence of Perceived Brand Healthiness, Brand Commitment, and Health Consciousness
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DOI: 10.1080/10810730.2018.1455769
Abstract: Fast food restaurants have increasingly turned to healthier choices to counter criticisms of nutritionally poor menu offerings and to differentiate themselves from the competition. However, research has yet to specifically investigate how consumers respond to… read more here.
Keywords: health consciousness; brand; brand commitment; health ... See more keywords
Exploring the effect of social media on revisit intentions
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DOI: 10.1080/13032917.2024.2324914
Abstract: ABSTRACT After the emergence of COVID-19, the tourism industry changed drastically and experienced a considerable decline. Thus, this study explored the impact of social media during COVID-19 on revisit intentions with the mediating effect of… read more here.
Keywords: effect; revisit intentions; brand; social media ... See more keywords
Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands
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DOI: 10.1080/17543266.2017.1378732
Abstract: ABSTRACT This study employed Aaker’s methodology to empirically investigate the personality of luxury fashion brands and explored the impact of brand personality on brand trust and brand commitment based on a sample of American consumers.… read more here.
Keywords: brand commitment; brand; personality; luxury fashion ... See more keywords