Search results for "brand commitment"

showing 3 items of 3 documents

Online content consumption experiences as drivers of engagement behaviors and recommendation intention

2017

Internet ja sosiaalinen media ovat luoneet uusia tapoja yrityksille olla vuorovaikutuksessa nykyisten ja potentiaalisten asiakkaiden kanssa. Yritysten päättäjät ovat tietoisia sitoutuneiden asiakkaiden tuomista positiivisista vaikutuksista yritykselle. Sitoutuneet asiakkaat ovat usein tyytyväisiä, uskollisia ja osapuolten välillä vallitsee luottamus. Tämän tutkimuksen tarkoituksena on selvittää joitakin asiakassitoutumiseen johtavia tekijöitä sekä sitä seuraavia asioita. Asiakkaiden itse kokemia ja raportoimia aikomuksia voidaan käyttää ennustamaan esimerkiksi tulevaa myyntiä. Sisältömarkkinoinnin rooli on kasvanut viime aikoina ja mielenkiintoisten sisältöjen tuotannon tarkoituksena on hou…

Kvantitatiivinen tutkimusasiakkuudenhallintabrand commitmentsuosituksetsitoutuminenkuluttajakäyttäytyminenonline engagement behaviorconsumption experiencebränditonline content consumptionviraalimarkkinointiintention to recommendword of mouthpersonal traineritengagementverkkopalvelut
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Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment

2016

The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…

business.industrymedia_common.quotation_subjectBrand awareness05 social sciencesGeography Planning and DevelopmentAdvertisingContext (language use)Organizational commitmentBrand loyaltyBrand managementTourism Leisure and Hospitality Management0502 economics and businessLoyaltycustomer-based brand equity ; brand awareness ; brand image ; perceived quality ; brand trust ; affective brand commitment ; behavioural loyalty ; attitudinal loyalty ; impact-asymmetry assessment050211 marketingBrand equityMarketingPsychologybusiness050212 sport leisure & tourismTourismmedia_commonCurrent Issues in Tourism
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Motivational drivers of behavioral online brand engagement in content consumption context : examining brand commitment and trust in online content as…

2015

The Internet has become increasingly important for companies in recent years. However, online environment possesses many challenges for both managers and researchers. Moreover, it is not until recently engagement concept has begun to emerge in the marketing literature. However, it is known that engagement has a strong influence on many favorable customer outcomes. Thus, engagement is a fruitful research topic in online environment. The purpose of this explanatory study is to examine behavioral dimension of online brand engagement in context of content consumption. This study examines the effects of five motivational drivers (community, information, entertainment, identity, and remuneration)…

Internetbränditmotivational drivertavaramerkitbrand purchase intentionBehavioral online brand engagementonline content consumptionbrand commitmenttrust
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