Effects of offline ad content on online brand search: insights from super bowl advertising
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DOI: 10.1007/s11747-017-0551-8
Abstract: Individuals watch TV shows while simultaneously and/or immediately searching online. Thus, the content of offline TV ads can affect online brand search, a key predictor of sales. Yet there are few insights on the effect… read more here.
Keywords: brand search; search; content; brand ... See more keywords
On the relationship between online brand community and brand preference in political market
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DOI: 10.1007/s12208-020-00264-1
Abstract: Seeing the rising growth of online brand communities, an increasing number of political parties are investing time, money, and resources into designing and managing online brand communities to gain voters’ attention. Although online brand communities… read more here.
Keywords: brand community; political brand; brand; online brand ... See more keywords
Branding co-creation with members of online brand communities
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DOI: 10.1016/j.jbusres.2016.08.026
Abstract: This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top… read more here.
Keywords: members online; brand communities; brand; branding creation ... See more keywords
Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach
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DOI: 10.1016/j.jbusres.2016.10.013
Abstract: In the age of social media, an increasing number of firms have begun to host online brand communities (OBCs) to strengthen their relationship with their consumers. Despite the popularity of firm-hosted OBCs, building a successful… read more here.
Keywords: participation; firm; organizational socialization; firm hosted ... See more keywords
Drivers of brand community engagement
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DOI: 10.1016/j.jretconser.2019.101949
Abstract: Abstract Brand community engagement is evolving as a prominent relationship marketing variable that yields promising outcomes for the firms. Drawing upon the relevant premises of social exchange theory, this paper proposes a theoretical model portraying… read more here.
Keywords: brand community; community; community engagement; brand ... See more keywords
To reward or develop identification in online brand communities: evidence from emerging markets†
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DOI: 10.1080/02681102.2017.1311831
Abstract: ABSTRACT The utilization of online brand community (OBC) has attracted significant attention in academic and practical areas given the prevailing recognition of IT-enabled cooperation with customers. Conflicting results have been obtained despite the extensive research… read more here.
Keywords: focus; online brand; brand; reward develop ... See more keywords
NAVIGATING ONLINE BRAND ADVOCACY (OBA): AN EXPLORATORY ANALYSIS
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DOI: 10.1080/10696679.2017.1389246
Abstract: This study answered a call for an investigation into the way in which consumers advocate for brands online, which was termed Online Brand Advocacy (OBA). An analysis of 1,796 online posts on two different types… read more here.
Keywords: analysis; advocacy oba; brand advocacy; brand ... See more keywords
Why do consumers engage in online brand communities – and why should brands care?
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DOI: 10.1108/jcm-04-2020-3739
Abstract: Purpose The purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement. Design/methodology/approach An online consumer panel was used to collect… read more here.
Keywords: consumers engage; facebook brand; engage online; brand communities ... See more keywords
Leveraging marketer-generated appeals in online brand communities
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DOI: 10.1108/josm-11-2015-0378
Abstract: The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose… read more here.
Keywords: brand communities; brand; marketer generated; generated appeals ... See more keywords
Are you engaged? The influence of brand schematicity on online brand engagement and brand purchase
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DOI: 10.1108/jrim-09-2019-0149
Abstract: Purpose Consumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if consumers’ brand schematicity, a generalized consumer… read more here.
Keywords: brand engagement; brand; online brand; brand schematicity ... See more keywords
Make me happy, make it credible – the effect of CSR message framing on online brand engagement
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DOI: 10.1108/md-01-2023-0049
Abstract: PurposeThe objective of this study is to investigate the differential impact of gain versus loss message framing on the effectiveness of corporate social responsibility (CSR) communications in eliciting online brand engagement within the hospitality industry.… read more here.
Keywords: brand; online brand; brand engagement; message framing ... See more keywords