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   Articles with "brand engagement" as a keyword



Mini‐Me Fashion Sharenting: Drivers, Consequences, and the Role of Market Mavens

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recommendations! Published in 2024 at "Journal of Consumer Behaviour"

DOI: 10.1002/cb.2439

Abstract: The main purpose of this study is to investigate the psychological mechanisms that motivate sharenting behavior (the practice of parents sharing information and multimedia content about their children on social media) in the context of… read more here.

Keywords: self presentation; market; brand engagement; fashion ... See more keywords

A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services

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recommendations! Published in 2020 at "Electronic Commerce Research"

DOI: 10.1007/s10660-018-9320-0

Abstract: This study juxtaposes brand engagement and behaviors of substantive interest in the context of eservices and utilizes Bayesian networks for an exploratory, data-driven approach. Enlisting a behavioral focus, it investigates the item-to-item relationships between brand… read more here.

Keywords: brand engagement; engagement behaviors; substantive interest; brand ... See more keywords

Antecedents and consequences of customer brand engagement in integrated resorts

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recommendations! Published in 2018 at "International Journal of Hospitality Management"

DOI: 10.1016/j.ijhm.2018.05.020

Abstract: Abstract The present study identifies the key antecedents and outcomes of customer brand engagement in the integrated resort context using a mixed method. A qualitative study reveals that integrated resort brand experience is multidimensional, and… read more here.

Keywords: customer brand; engagement integrated; brand; engagement ... See more keywords
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Emoji, Playfulness, and Brand Engagement on Twitter

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recommendations! Published in 2021 at "Journal of Interactive Marketing"

DOI: 10.1016/j.intmar.2020.06.002

Abstract: Abstract Brands, both human and corporate, are increasingly communicating with their consumers using emojis. The current work examines if and how these pictographs shape online brand engagement on Twitter (i.e., likes & retweets). To do… read more here.

Keywords: emoji playfulness; engagement twitter; brand engagement; engagement ... See more keywords

Revisiting the consumer brand engagement concept

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recommendations! Published in 2021 at "Journal of Business Research"

DOI: 10.1016/j.jbusres.2019.12.023

Abstract: Abstract Marketing researchers and practitioners almost unanimously agree that consumer engagement has major economic and social benefits. Many published works have attempted to conceptualize, develop, and validate measures of consumer engagement. One seminal study (… read more here.

Keywords: engagement concept; consumer brand; consumer; engagement ... See more keywords

Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement

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recommendations! Published in 2021 at "Journal of Business Research"

DOI: 10.1016/j.jbusres.2020.11.045

Abstract: Abstract Artificially Intelligent (AI) voice assistants (VAs) are continuing to grow in popularity amongst consumers. While in their infancy, several brands are now utilising VAs such as the Amazon Echo to deliver brand-related information and… read more here.

Keywords: consumer brand; brand; voice assistants; brand engagement ... See more keywords

Minimalism in consumption: A typology and brand engagement strategies

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recommendations! Published in 2021 at "Journal of Business Research"

DOI: 10.1016/j.jbusres.2021.01.033

Abstract: Abstract Minimalistic consumption has received increased attention during the last few years with a substantial segment of consumers having adopted this notion. Minimalism highlights subjective well-being, happiness, and increased quality of life. Despite minimalism gaining… read more here.

Keywords: brand engagement; minimalism consumption; minimalism; consumption ... See more keywords
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Literary celebrity, tourists' self-destination connection, and brand engagement: Based on a marketing perspective of celebrity endorsement effects

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recommendations! Published in 2021 at "Journal of Hospitality and Tourism Management"

DOI: 10.1016/j.jhtm.2021.06.013

Abstract: Abstract Despite the growing role of celebrity effects in shaping favorable tourist reactions to destination brands, little is known about how the construct is structured or functions in destination settings or niche tourism contexts. In… read more here.

Keywords: brand engagement; celebrity; connection brand; brand ... See more keywords

Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

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recommendations! Published in 2020 at "Journal of Retailing and Consumer Services"

DOI: 10.1016/j.jretconser.2019.01.016

Abstract: Abstract The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer brand engagement is treated… read more here.

Keywords: consumer; brand engagement; brand; customer brand ... See more keywords
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Personal aspirations and brand engagement in self-concept

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recommendations! Published in 2017 at "Personality and Individual Differences"

DOI: 10.1016/j.paid.2016.10.018

Abstract: Abstract In studies on self–brand relations very little attention is devoted to the analysis of drivers which determine such relations. The article presents a study testing the way in which intrinsic and extrinsic personal aspirations… read more here.

Keywords: engagement self; brand; personal aspirations; self concept ... See more keywords

User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement

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recommendations! Published in 2024 at "Journal of Brand Management"

DOI: 10.1057/s41262-023-00348-3

Abstract: Applications of 360 videos for brand storytelling and customer engagement are growing due to their immersive nature and novel sensory experiences, particularly when discovered through social media. These innovative digital media facilitate compelling experiences impacted… read more here.

Keywords: 360 brand; device; brand; brand engagement ... See more keywords