A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services
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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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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
Emoji, Playfulness, and Brand Engagement on Twitter
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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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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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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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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
Literary celebrity, tourists' self-destination connection, and brand engagement: Based on a marketing perspective of celebrity endorsement effects
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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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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
Personal aspirations and brand engagement in self-concept
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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
The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model
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DOI: 10.1080/10496491.2020.1809591
Abstract: Abstract In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and… read more here.
Keywords: overall brand; brand love; brand; brand equity ... See more keywords
The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: a mediation model
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DOI: 10.1080/16522354.2021.1887439
Abstract: Given that the current media condition provides numerous channels that create interaction between news media brands and consumers, the concept of consumer brand engagement (CBE), referred as being ... read more here.
Keywords: consumer brand; media brands; brand engagement; news media ... See more keywords