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Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth
This study explored Millennial consumers’ responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effectiveness of CRM in gene...
The effects of satisfaction, trust and brand engagement on consumers’ participation in a boycott
Customer Loyalty and Brand Management
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use differen...
Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries
International audience This research investigates counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries, where consumers are so affluent that their consumption of counterfeit goods is surprising. An exploratory quantitative survey conducted in the United Arab Emirates demons...
Consumption community commitment : Newbies' and longstanding members' brand engagement and loyalty
International audience The relationships among members of virtual brand-related communities may change depending on the length of their participation in the community. Consumers' commitment to the community is likely to influence the relationship between consumer engagement in the community and bran...
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Mary I. Ingraham, Joseph K. So, and Roy Moodley, eds. 2016. Opera in a Multicultural World: Coloniality, Culture, Performance. New York: Routledge
Opera scholars have had something of a bounty in recent years. Opera in a Multicultural World: Coloniality, Culture, Performance follows in a line of collected volumes that have sought to diversify the field through critical focuses on race, identity, colonialism, and gender, including Opera Indigen...
: Measurement of brand central core and brand personality - Comparison of first results on predictive validity towards brand engagement and buying intention
On a theoretical and conceptual plan, this article aims at precising terms and/or concepts used to define brand perception by consumers, in particular concepts of core and brand personality are developed. In more, the present study has for second objective to compare two measuring instruments which...
Samsonite: Case Study
This case study aimed at shedding light on the new emerging trends of business observed in the Asian region. Today, big multinationals are learning from Asia and applying best practices, developed in this continent, in their operations worldwide spanning from USA, South America and Europe. In partic...
« Building a Brand through Transmedia Audience Engagement Strategies : Avatar’s Transmedia Marketing »
"One of the fifty most influential living philosophers, a “self-promoting charlatan” (Brian Leiter), and the orchestrator of an “online orgy of stupidity” (Ray Brassier). In Skirmishes: With Friends, Enemies, and Neutrals, Graham Harman responds with flair and wit to some of his best-known critics a...
Consumers’ Active Reaction to Brands Taking Stands on Public Issues on Twitter
With the growing interest in sustainability, brands increasingly use social media not simply to advertise their products but also to share their positions on ongoing public issues. This study investigates the effect of public-issue posts on consumers’ active reactions and provides comparisons betwee...
Crisis and Coloniality at Europe's Margins
Crisis and Coloniality at Europe’s Margins: Creating Exotic Iceland provides a fresh look at the current politics of identity in Europe, using a crisis at the margins of Europe to shed light on the continued embeddedness of coloniality in everyday aspirations and identities. Examining Iceland’s resp...
Engagement towards a product vs towards a brand: a scale for the Mexican context
The concept of consumer engagement has recently received increased attention as a relevant factor in marketing. This has led to several studies aiming to achieve better understanding and measurement for this construct. Engagement is distinct from other constructs such as involvement and participatio...
Integrity, benefits and identification: three levers to boost brand engagement on social media
This paper focuses on the antecedents of consumer brand engagement on social networks and on its effects on loyalty intention. It highlights that engagement is not only directed towards the brand (and encompasses 3 dimensions : cognitive, affective and behavioral) but also towards social networks me...
Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?
Understanding the customer experience in the age of omni-channel shopping
Omni-channel is one of the most important retail revolutions of recent years, impacting a variety of areas, such as marketing, retailing, communication or information systems. Omni-channel marketing refers to the brand strategy which integrate all channels available to create a seamless shopping exp...
How stories generate consumer engagement: An exploratory study
CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement
This article examines brand love and brand involvement to explain the relationship between corporate social responsibility (CSR) activity of a firm and brand resonance. Previous studies have only considered the loyalty dimension of the resonance model regarding the relationship between a firm’s CSR...
Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics
Numerous firms operate online brand communities (OBCs) in order to build a close consumer−brand relationship. To succeed in realizing this aim, firms must first sustain members’ brand community engagement. While prior studies have examined a series of drivers of brand community engagement, most of t...
Online Brand Experience: Drivers and Consequences
The purpose of this study is to determine the influence of brand involvement, customer-brand engagement, online brand experience to brand satisfaction and brand loyalty of mobile banking applications users in BCA, Bank Mandiri, BRI, and BNI as the big four most valuable brands in Indonesia. This stu...
Cultural Capital as Performance : Tote Bags and Contemporary Literary Festivals
The canvas tote bag, often branded with the name and logo of a popular cultural institution or bookstore, has become a shorthand for an individual’s accumulated cultural capital; this seemingly innocuous accessory has the power to signal to one’s peers the level of their engagement with the cultural...
LS as a tool for developing reflective thinking in science pre-service teachers
Pre-service science teachers from Switzerland and the USA worked in a collaborative inquiry team to explore effective methods for engaging diverse pupils. Participants construct, teach and refine one lesson on climate changes over the course of four cycles. During lesson instruction, other team memb...
"Empty chairs, broken lives": The Oklahoma City National Memorial and Museum
This dissertation offers a description of the memorial and museum of the Oklahoma City National Memorial and Museum; provides a critical analysis of the memorial process used to generate the institution; and, finally, documents a historical context that situates the bombing and the subsequent memori...
Virtual brand communities : towards a unified definition and first contributions to the measurement of performance
The advent of Virtual Brand Communities (VBC) is changing customer relationships and pushing advertisers to adopt a true Customer Driven Strategy. The literature has highlighted some of the benefits that have been gained, without providing a holistic analysis of the benefits and impacts of community...
Towards a cross-cultural assessment of binge-watching: Psychometric evaluation of the “watching TV series motives” and “binge-watching engagement and symptoms” questionnaires across nine languages
In view of the growing interest regarding binge-watching (i.e., watching multiple episodes of television (TV) series in a single sitting) research, two measures were developed and validated to assess binge-watching involvement (“Binge-Watching Engagement and Symptoms Questionnaire”, BWESQ) and relat...