The current research is concerned with identifying and testing the role of three main
predictors: consumer involvement, consumer participation, and self-expressive brand on the …

Purpose This study explores central questions related to the connections between brand
interactivity and involvement on brand-related outcomes (brand trust and loyalty) through …

Purpose The present research investigates the influence of brand-based social media
marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically …

Literature on consumer engagement is growing significantly, yet there is limited empirical
research on its drivers and outcomes. This study examines the key drivers and outcomes of …

Existing research support the importance of social media marketing in building brand equity
and creating communities around the brand. Still, the questions of what kind and what level …

Social media offer brands new opportunities to interact with their customers. This paper
focuses on consumer brand engagement (CBE) and its social facet in the context of brand …

This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …

Customer engagement is one of todays key research issues and can be defined as first, a
psychological process of the customer that leas to the formation of loyalty. Second, a …

As customer-brand engagement progressively shifts to digital domains, understanding
social media effects in branding has become a vital issue. Social media effectiveness is …

The purpose of this paper is to examine the impact of firm-created and user-generated social
media brand communication on five consumer-based brand equity (CBBE) dimensions …