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Ângela Leite, Anabela Rodrigues and Sílvia Lopes
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive...
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Estefania Estefania, Wisnu Yuwono
Pág. 103 - 114
Tujuan dari penelitian adalah pengujian pengaruh antara social media element seperti entertainment, interaction, trendiness, customization dan e-wom terhadap consumer brand engagement pada purchase intention smartphone. Metode yang digunakan adalah surve...
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Ria Octavia,Rahmawati Azizah,Shafitranata Shafitranata
Pág. in press
Mobile Banking is the most widely used banking service application to meet the needs of online transactions. It is inseparable from the influence of the consumer brand engagement (CBE) concept, which is developing the engagement concept by combining mark...
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Naveed Ahmad, Aqeel Ahmad and Irfan Siddique
The burgeoning tourism and hospitality industry is plagued by numerous challenges that pose significant hurdles to its long-term success and sustainability. These challenges encompass a range of factors, including fierce competitive convergence, rapid ob...
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Angel Rodríguez Pallas,Ana Montoya Reyes
Social networks are ideal tools for developing relationship-marketing activities in companies and achieving consumer engagement. Its use is widely spread, as evidenced by the figure of 3.8 billion users all over the world. This figure represented 59...
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Khoirina Kencana Ningrum, Ratna Roostika
Pág. 34 - 45
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Sorina Vasile,Lebogang Mototo,Tinashe Chuchu
Pág. 30 - 35
The modern globalisation and the expansion of multinational brands and social communications has resulted in the youth-consumer market of today being relentlessly exposed to increasing competitive multimedia messages and advertising. This research explor...
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Muhammad Sarmad,Naeem Ahmad,Muhammad Khan,Muhammad Irfan,Hajira Atta
Pág. 53 - 62
Social media has turned out to be a significant tool which reinforces both, consumer and firm to interact with each other and also modernizing the firm?s way of relationship with consumer. Based on the commitment-trust theory of relationship marketing th...
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Jeanine Niyonkomezi, Juniter Kwamboka
Pág. 244 - 252
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Rizqi Nurfitriana,Surachman Surachman,Ananda Sabil Hussein
Pág. 105 - 116
Industrial cosmetics growth has increased every year. This situation makes a tight competition among the Cosmetic companies. Cosmetic companies try to create customer loyalty so they could sustain their business. Prior studies have examined variables tha...
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