Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention
Purpose This study aims to answer an important question of how brand-related
communications, including advertising and sales promotion contents, which are …
communications, including advertising and sales promotion contents, which are …
The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge
The influence of perceived social media marketing elements on consumer–brand engagement
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
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 …
predictors: consumer involvement, consumer participation, and self-expressive brand on the …
An examination of the factors affecting consumer's purchase decision in the Malaysian retail market
JR Hanaysha - PSU Research Review, 2018 - emerald.com
An examination of the factors affecting consumer’s purchase decision in the Malaysian retail
market | Emerald Insight Books and journals Case studies Expert Briefings Open Access …
market | Emerald Insight Books and journals Case studies Expert Briefings Open Access …
Measuring consumers' engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement …
B Schivinski, G Christodoulides… - Journal of …, 2016 - journalofadvertisingresearch.com
The purpose of the current study was to develop a scale to measure the consumer's
engagement with brand-related social-media content, based on three dimensions …
engagement with brand-related social-media content, based on three dimensions …
The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India
Purpose First, this study aims to focus on the promotional part of the Indian handicraft
products through various social media platforms such as Facebook, Twitter, Instagram and …
products through various social media platforms such as Facebook, Twitter, Instagram and …
How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products
Research on promotion mix and brand equity remains fragmented and piecemeal.
Moreover, a joint study of the two marketing concepts in a low involvement product setting is …
Moreover, a joint study of the two marketing concepts in a low involvement product setting is …
Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
Social-media marketing has attracted increasing attention from marketers, being regarded
as one of the most important channels to communicate information about brands to …
as one of the most important channels to communicate information about brands to …
The effect of social media communication on consumer perceptions of brands
B Schivinski, D Dabrowski - Journal of Marketing Communications, 2016 - Taylor & Francis
Researchers and brand managers have limited understanding of the effects social media
communication has on how consumers perceive brands. We investigated 504 Facebook …
communication has on how consumers perceive brands. We investigated 504 Facebook …