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Dafnis N. Coudounaris, Peter Björk, Tõnis Mets, Rustam Asadli and Andreea I. Bujac
Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In...
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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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Wahdiyat Moko,Dunga Dwi Barinta,Cicik Retno Wati
Pág. 29 - 44
This study to examine the effect of brand community integration and perceived benefits on community commitment as moderated by type of community. This study uses a quantitative approach with a hypothesis testing approach. The sample of this research is t...
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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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Hiroyasu Furukawa,Koki Matsumura,Susumu Harada
Pág. 158 - 168
Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates t...
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Najwan Adileh,Özgür Çengel
Pág. 79 - 91
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Yakup AKGÜL, Hadi RUBACI
Pág. 239 - 248
Although there are many implications regarding customer experience, retention, loyalty etc. the comprehensive approach for digital customer engagement still needs more attention. Digital platforms leave customer alone with his or her community without ba...
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Gail M. Dludla,Siphiwe Dlamini
AbstractBackground: At the heart and depth of building a strong and prosperous brand in the marketplace, is brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty, as well as the in...
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Aldeline Nolita Devia,Siti Aisjah,Astrid Puspaningrum
Pág. 161 - 170
This study discusses the effect of Brand Experience and service quality on customer loyalty mediated customer satisfaction. The purpose of this study was to determine and analyze in depth the effect of brand experience and service quality on custom...
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Hasnizam Shaari,Intan Shafinaz Ahmad
Pág. 209 - 215
Brand commitment studies had gained considerable attention in today?s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enable...
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