While insight into consumer brand engagement, experience, and identification is rapidly
developing, little remains known regarding the association of these, and related, concepts …

Abstract Applying the Investment Model to the social media context, this study investigated
the impacts of influencer playfulness and content expertise of influencer on social media …

We present a comprehensive identity fusion theory which revises and expands the original
version. As did the original theory, the revision maintains that fusion—a synergistic union of …

The ability of a business to engage in service recovery should not be restricted by the type of
business model or its pre-dominant service delivery methods. Using a mixed method …

Firms often design solution portfolios that include multiple, integrated brands to enable
customization and differentiation. Despite practitioner and scholarly interest in multi-brand …

Employees are key organizational stakeholders whose value to the enterprise's functioning
has long been emphasized in business communication literature. The present study serves …

Brand identity helps customers to identify, as well as distinguish alternative competitive
brands. If there is a consistent marketing strategy and consistent messaging, brand identity …

Technological advancements within social commerce platforms, such as “action buttons” on
Facebook or Instagram (eg, the “Shop” button), have simplified how customers interact with …

Introduction Content marketing continues to gain importance in organizations' marketing
mix. However, its effectiveness has received little academic attention. This is particularly true …

The customer effort score has become one of the indicators most monitored by companies in
recent years. The idea is that the less effort customers exert when interacting with a brand …