Search results for "Brand usage intent"
showing 2 items of 2 documents
Measuring consumer brand engagement on social media with annoyance as a moderator
2017
Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet the amount of research on its antecedents and outcomes is limited. Besides academics, it has also gained traction among practitioners who have started to experiment with new methods to engage consumers with their brands. Most of these marketing efforts have started to take place in social media, as the number of consumers who can be reached with services such as Facebook, Instagram or YouTube is increasing exponentially. While the corporate investments in social media are increasing, many marketing practitioners have trouble reaching the positive outcomes of consumer brand engagement suggested…
Customer brand engagement : affection to brand usage intent and moderating effect of brand experience
2015
Customer engagement is a relatively new area in the marketing literature and academic research has only shortly studied the nature of customer engagement. Despite the slight research numerous work have recognized the growing attention of customer brand engagement and consequently Marketing Science Institute has listed it as one of its key research priorities. Another important research interest which highly affects to customers satisfaction and loyalty, is brand experience. The indirect effect of brand experience to the relationships between customer brand engagement and its consequences are insufficiently examined and therefore in this study brand experience is used as a moderator factor. …