Search
Results: 109
Revisiting Brand Personality Attributes
This study aims to examine the influence of different brand personalities on buyers' purchase intention and examines the role of buyers' brand attitude. Data were collected through questionnaire survey. Analysis of 317 valid...
Published by: IGI Global
Determinants of Hotel Brand Image
Wasib Latif
Jan 01, 2022
This study aims to find out the factors affecting the Brand Image of Hotels applying a Unified Model of Customer-Based Brand Equity. Additionally, it tests the moderating effect of tourism management in the relationship between...
Published by: IGI Global
Effect of Social Media Personalization on Brand Strength
Personalization is now used at every corner and position of social media sites. Using Personalization in marketing communication is an effective communication strategy for many businesses to improve customer satisfaction...
Published by: IGI Global
The Effects of Task Service Fit on Brand Loyalty
Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences...
Published by: IGI Global
The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh
Md. Hafez
Jul 01, 2021
The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a...
Published by: IGI Global
The Role of Brand and Fan Personalities in Building Fan-Brand Relationships
Football fans are consumers with special relationship with their favourite teams. Consumer-brand relationship is unique and ultimate in football context. However, the absence of these relationships is mainly due to a lack of...
Published by: IGI Global
What Attracts Followers?
Although business and researchers acknowledge the importance of social media, little research has been conducted to explore what attracts people to follow brand Twitter accounts. This research attempts to achieve an analytical...
Social Networking Business and Management Marketing Media and Communications Computer Science and Information Technology
Published by: IGI Global
Attributes Ensuring Positive Consumer Evaluation in Brand Extension of Pakistan
Malik Shabbir
Oct 01, 2020
Brand extension is an important cost-effective marketing method to offer new products. However, ordinary Least Square regression with control variables has been applied for estimation of variable coefficients. In the study...
Published by: IGI Global
Who Should Open Offline Showrooms?
The consumption experience is taken seriously by consumers, and increasingly, firms open offline showrooms for this. Showrooms can help to resolve the uncertainty of consumer perceived value and brand preference in online...
Published by: IGI Global
What Attracts Followers?
Although business and researchers acknowledge the importance of social media, little research has been conducted to explore what attracts people to follow brand Twitter accounts. This research attempts to achieve an analytical...
Published by: IGI Global
Social Media Influencer Endorsement
This research aims to examine the effect of social media influencer endorsements on brand attitude. Further, this research investigates the mediation effect of attitude towards endorsement on brand attitude. Based on previous...
Published by: IGI Global
Relatively-Integrated Ship Navigation by H¥ Fusion Filters
For the system with unknown statistical property noises, the property that the energies of the system noise and the observation noise are limited is utilized in this paper. On this basis, two novel fusion algorithms are proposed...
Published by: IGI Global
Towards an Insight Into Customer Behavior in Virtual Brand Communities
This study aims at exploring the effects of customer’s personal factors and characteristics of brand community on customers’ behaviors in virtual brand community. The data were collected from customers of virtual brand...
Published by: IGI Global
Which Review Can Make You Engage?
Online reviews facilitate customer brand engagement, but few studies have explored this problem from the perspective of interpersonal attraction and its psychological mechanisms in the social commerce context. This paper aims to...
Published by: IGI Global
Investigating Smartphone Brand Loyalty for Millennials and Gen Z
The purpose of this paper is to examine smartphone users' brand loyalty decisions across and within generation cohorts, Gen Z and Millennials, based on customer value theory. The study discovers value perceptions for the...
Published by: IGI Global
Review of: Projects in Linguistics: A Practical Research Guide to Researching Language, by Alison Wray, Kate Trott and Aileen Bloomer. London
Robert Fink
Jul 18, 2013
Review of: Projects in Linguistics: A Practical Research Guide to Researching Language, by Alison Wray, Kate Trott and Aileen Bloomer. London: Arnold, 1998. Pp xv, 303. Can $38.50.
Published by: Atlantic Provinces Linguistic Association
Analyzing the Effectiveness of Interaction Between Brand Awareness and Social Network Advertising
Junhui He
Jan 01, 2022
Although social network advertising has become part of the online marketing strategy, there is still a lack of research related to the interaction between brand awareness and advertising contents in social network advertising....
Published by: IGI Global
Studying the Drivers of Consumer Behavioural Engagement With Social Media Brand-Related Content
Reham Ebrahim
Jan 01, 2022
The actual behavioural engagement of consumers with social media brand-related content is measured by three activities; consumption, contribution and creation. This type of engagement is considered the true practical indicator...
Published by: IGI Global
Impact of Brand Trust and Technology Readiness on the Willingness to Use Autonomous Cars in Brazil
This study sought to analyse whether brand trust and technology readiness influence the willingness to use (WTU) autonomous vehicles (AVs) in Brazil. A survey was applied with potential consumers, and the results, based on 213...
Published by: IGI Global
E-Marketing Mix Variables to Create Online Brand Equity in the Indian Context
This paper is an attempt to investigate and empirically validate e-marketing mix framework creating online brand equity suitable for adaptation in the Indian context. Exploratory and confirmatory factor analysis are used to...
Published by: IGI Global
Lurk or De-Lurk?
Ali Abdelkader
Jan 01, 2022
Drawing on three theories; uses and gratification, social identity, and reasoned action, this study investigates the moderating role of type of participation and the sport fanaticism between brand community identification (BCI)...
Published by: IGI Global
An Improved BPNN Algorithm Based on Deep Learning Technology to Analyze the Market Risks of A+H Shares
The backpropagation neural network (BPNN) algorithm of artificial intelligence (AI) is utilized to predict A+H shares price for helping investors reduce the risk of stock investment. First, the genetic algorithm (GA) is used to...
Published by: IGI Global
Investigating Marketing Communication Mix on Brand Performance Indicators
In today’s world of business, an increased number of brands are competing in order to gain market share. As a result, companies’ promotion has become more significant in order to reach out to target customers. Effective...
Published by: IGI Global
Purchase Behavior of Generation Z for New-Brand Beauty Products
Consumers get innumerable product options, making it crucial to study their selection among brands v/s new brands. The study explores how in a post covid world, the online purchase behavior of Generation Z female consumers is...
Published by: IGI Global
A Moderation and Mediation Model of Social Media Marketing and Brand Loyalty Among Smartphone Users in Egypt
Omnia Hilal
Jan 01, 2022
Social media are being extensively used as a platform to conduct marketing and advertising activities (Shwetha et al., 2020). However, there is always a challenge in how organizations can figure out the results of social media...
Published by: IGI Global
|
|< |
< |
1 |