Brand community motives and their impact on brand community engagement: variations between diverse audiences
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DOI: 10.1108/md-06-2020-0683
Abstract: PurposeThe purpose of this research is to compare two different sample populations (student and general) to determine the impact of brand community motives on brand community engagement.Design/methodology/approachTwo samples were drawn for the purpose of the… read more here.
Keywords: sample; brand community; community engagement; impact brand ... See more keywords
Impact of Brand Cues on Young Consumers’ Preference for Mobile Phones: A Conjoint Analysis and Simulation Modelling
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DOI: 10.1177/0973258617722422
Abstract: There are multiple attributes and product features which influence youth and impact their purchase decisions. The companies are assiduously trying to tap young consumers but are unable to sustain their high growth and market share.… read more here.
Keywords: brand cues; young consumers; impact brand; brand ... See more keywords