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1
Molinillo, Sebastian, Arnold Japutra, Bang Nguyen, and Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty." Marketing Intelligence & Planning 35, no. 2 (April 3, 2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.
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Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.
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Keni Keni, Verena Sandra Esmeralda,. "Brand Personality as a Predictor of Consumer Brand Relationship." Jurnal Manajemen 25, no. 2 (June 1, 2021): 206. http://dx.doi.org/10.24912/jm.v25i2.736.
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The main idea of this paper is to investigate three dimensions of brand personality, which are excitement, sincerity and ruggedness to predict CBR constructs which comprise of brand love, brand trust and brand loyalty. Convenience sampling method was utilized, in which the respondents are one of soft drink brand’s consumers based in Jakarta. All data were then gathered through an online survey. In total, 312 participants responded to the survey. Structural equation modelling (SEM), specifically partial least square (PLS) was employed to analyze the data. The results of the data analysis indicate that sincerity, excitement and ruggedness brand personality serve as the positive and significant predictors towards brand trust, brand love and brand loyalty. Both thetheoretical and practical contributions are discussed in this study.
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Muroyiwa, O., R. Abratt, and M. Mingione. "The effect of vertical brand extensions on consumer-brand relationships in South Africa." South African Journal of Business Management 48, no. 1 (March 31, 2017): 1–10. http://dx.doi.org/10.4102/sajbm.v48i1.15.
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The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers’ perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identification. The elicited context is the South African market and the selected brands are Apple, to represent luxury brands, and Samsung, representative of functional brands. Results only partially confirm previous research on vertical brand extension. Supporting previous studies, a vertical step-down extension has been found to have a stronger negative impact on brand commitment for the luxury brand than for the functional one. However, findings disconfirm the literature in revealing a stronger negative impact on the functional brand than the luxury brand and a positive effect on the brand attachment of both brands, especially the functional brand.
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Demo, Gisela, Karla Coura, Fernanda Scussel, and Graziela Azevedo. "How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale." Sustainability 13, no. 10 (May 18, 2021): 5635. http://dx.doi.org/10.3390/su13105635.
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Although the chocolate market has become increasingly larger and more competitive, no diagnostic measures were found to evaluate relationship marketing from customer perspectives in this very attractive market in the B2C context. Thus, the main purpose of this paper is to obtain validity evidence for the Chocolate Brands Relationship Scale (CBR Scale), a scientific instrument that enables the identification and measurement of the prime aspects perceived by chocolate brands’ customers as relevant in their relationship with such brands. Additionally, we tested the influence of the relationship, evaluated from the validated CBR Scale, with the chocolate consumers’ satisfaction. We conducted a survey with 523 Brazilian consumers, and data were analyzed using Confirmatory Factor Analysis. The CBR Scale is composed of 21 items divided into three factors: Brand Trust, Shopping Experience and Perceived Quality. As theoretical implications, we produce a valid and reliable operational measure, offering a useful starting point from which further theoretical and empirical research of customer relationship management, branding strategies, brand loyalty, and brand experience in the chocolate market can be built. Managerially, the CBR Scale is a valid instrument for practitioners and managers in the chocolate sector to access customers, establishing and developing long-term relationships with them.
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Fernandes, Teresa, and Mariana Moreira. "Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships." Journal of Product & Brand Management 28, no. 2 (March 11, 2019): 274–86. http://dx.doi.org/10.1108/jpbm-08-2017-1545.
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Purpose The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships. Design/methodology/approach A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed. Findings Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships. Originality/value Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.
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Asghar, Hina, Zoya Khan, and Syed Sikandar Wali. "EFFECT OF CONSUMER BRAND ENGAGEMENT ON BRAND LOYALTY: CASE OF MOBILE PHONE SERVICES." Pakistan Journal of Social Research 04, no. 01 (March 31, 2022): 729–41. http://dx.doi.org/10.52567/pjsr.v4i1.938.
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The aim of the study is to determine the impact of each of these variables on brand loyalty (BLY) while also examining the drivers of consumer brand engagement (CBE) in the context of consumer involvement (CI), consumer participation (CP), and self-expressive brand (SEB). This study has been conducted in the mobile phone industry. The data were collected through questionnaires from the consumers of mobile phone service users in Pakistan. The online tool were use for the collection of data. The sample size of this study is 340. A quantitative research approach was applied. Smart PLS were used for analysis. The result shows that consumer involvement, consumer participation, and self-expression brands affect differently on CBE dimensions and brand loyalty. Additionally, CBE dimensions mediated the relationship between consumer involvement, consumer participation, self-expression brand, and brand loyalty. Future research and other consequences are discussed. Keywords Consumer brand engagement, consumer involvement, consumer participation, self-expressive brand, loyalty, mobile phone services.
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Singh, Dr Trilok Pratap. "Consumer Perception about Selected Aspects of Global and Local Brands." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (April 11, 2021): 761–75. http://dx.doi.org/10.17762/turcomat.v12i5.1482.
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The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.
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Mohanty, Pankaj Kumar, and Dipanjan Kumar Dey. "Consumer-Brand Engagement With E-Commerce Market Place Brands." Journal of Electronic Commerce in Organizations 18, no. 3 (July 2020): 21–37. http://dx.doi.org/10.4018/jeco.2020070102.
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Consumer-brand engagement (CBE) has gained much attention from both the academicians and practitioners. However, despite such scholarly attention, only a few studies have empirically tested the scale of CBE. Moreover, limited attention is paid toward examining the consumer-brand relationships in the e-commerce marketplace context. The study is an empirical investigation of the new ways for examining CBE by testing the impact of consumer advocacy (CA). Furthermore, the study has examined and validated the relationship between consumer involvement (CI) and CBE in the e-commerce marketplace context. The study has further examined the impact of CBE on two outcome variables, viz., positive word-of-mouth (PWOM) and brand usage intention (BUI). A sample size of 408 has been collected randomly from a postgraduate program of a large university located in south India. Various multivariate techniques (Confirmatory Factor Analysis & Path Analysis) have been applied to validate and test the proposed relationships. The results indicate that both CI and CA positively influence CBE. Further, CBE has a positive impact on PWOM and BUI.
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Petravičiūtė, Kristina, Beata Šeinauskiené, Aušra Rūtelionė, and Krzysztof Krukowski. "Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity." Sustainability 13, no. 12 (June 18, 2021): 6912. http://dx.doi.org/10.3390/su13126912.
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The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.
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Graffigna, Guendalina, and Rossella C. Gambetti. "Grounding Consumer-brand Engagement: A field-driven conceptualisation." International Journal of Market Research 57, no. 4 (July 2015): 605–30. http://dx.doi.org/10.2501/ijmr-2015-049.
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Consumer-brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence. Hence our study is aimed at investigating the distinctive characteristics and the development phases of CBE. Our study adopted Grounded Theory methodology. Data were collected throughout semi-structured interviews on a theoretical sample of 41 Italian consumers of both genders, aged between 18 and 35, all having a favourite brand belonging to different market sectors. The evidence allowed us to build a conceptual framework of the CBE construct and of its development. This framework highlights that a brand is perceived by consumers as engaging when it is emotionally lived as a ‘life mate’. Furthermore CBE emerges as a dynamic process that evolves in three progressive relational phases: friendship, intimacy and symbiosis. Hence, to engage consumers, brands should get into their life, activating them both emotionally and physically, and establishing with them a deep and authentic relationship that gets increasingly intimate, private and exclusive over time. To achieve this goal, marketers should carry out a brand strategy based on brand personification, value-based affinity and affective bonding with consumers. The original value of our study lies in that it has been designed to anchor a new marketing concept such as CBE in the deep understanding of consumers’ meaning-making processes and relationship stories with a brand to get a comprehensive picture of the construct and how it develops that may better orientate current and future marketing practice.
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Agusra, Dodi. "Brand Image Terhadap Minat Konsumen Mobil Isuzu Panther." Journal of Economic, Bussines and Accounting (COSTING) 2, no. 2 (June 23, 2019): 335–44. http://dx.doi.org/10.31539/costing.v2i2.632.
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Business people in the automotive industry continue to strive for what they produce and offer, desired and received by consumers, which will then be purchased at the maximum purchase level with a high frequency of purchases. The research objective was to determine the effect of brand image on consumer interest in buying Isuzu Panther cars at PT. Astra International Tbk. Pekanbaru Branch. The research method used in this study is multiple linear regression analysis. The results of the study concluded that respondents agreed with the brand image of the Isuzu Panther car today as a fuel-efficient car, a quality car, suitable for all terrain so that it adds to the rider's confidence and is an easy car to maintain and repair. Consumer interest in Isuzu Panther cars is considered good or interested consumers. The analysis using SPSS showed that the brand image has a very strong relationship with consumer interest in buying Isuzu Panther cars. Brand image has a positive effect on consumer interest, so if there is an increase in the brand image of the Isuzu Panther car, it will also lead to an increase in consumer interest in buying Isuzu Panther cars
Keywords : Brand Image, Consumer Interest, Isuzu Panther
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Rather, Raouf Ahmad, Shehnaz Tehseen, and Shakir Hussain Parrey. "Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity." Spanish Journal of Marketing - ESIC 22, no. 3 (December 17, 2018): 319–37. http://dx.doi.org/10.1108/sjme-06-2018-0030.
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Purpose On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer relationships with hospitality brands, as measured through brand loyalty. As such, this study serves to enhance existing insight into customer relationship management dynamics, with a particular focus on hospitality brands. Design/methodology/approach The present study develops a theoretical framework that is empirically investigated by using confirmatory factor analysis and structural equation modelling analyses. Data were collected by using a self-administered questionnaire of 340 customers of four- and five-star hotel brands in India. Findings The results suggest value congruity as an important driver of CBI, affective commitment and CBE within hospitality brands. The results also reveal CBI to act as a significant predictor of affective commitment, CBE and brand loyalty. Furthermore, affective commitment and CBE are the significant drivers of loyalty to hospitality brands. Research limitations/implications The research is exploratory in nature and is restricted to four- and five-star hotel customers, thereby reflecting important limitations of this study. Given these issues, ample opportunities exist for further research to further explore and/or validate the reported findings. Practical implications The current research provides new insights for marketing practitioners planning or implementing long-term customer relationship management strategi3es that centre on customer–brand identification, customer–brand engagement and brand loyalty. Originality/value Despite existing insights, empirical investigation into the proposed conceptual relationships remains limited to date, particularly in the hospitality industry. By offering empirical evidence in this area, this study adds to the extant body of knowledge on CBI/CBE-centric customer relationship management.
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Rodrigues, Diana, Bruno Sousa, Sofia Gomes, José Oliveira, and Eunice Lopes. "Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective." Administrative Sciences 13, no. 2 (January 28, 2023): 36. http://dx.doi.org/10.3390/admsci13020036.
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Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges associated with the energy transition, they have to reinvent themselves, retaining a focus on offering a unique and personalized experience for the consumer without forgetting the factors that influence the decision-making process. Therefore, current research aims to understand the relationship between brand love and other behavioral constructs, including brand attachment, brand satisfaction, brand loyalty, and positive word of mouth, as well as its influence on consumer behavior in the Portuguese automotive market, more specifically regarding the brands Audi, BMW, and Mercedes-Benz. Based on the literature review, a questionnaire survey was conducted on a group of 324 respondents. From this sample, it was possible to develop a conceptual model and formulate six research hypotheses. The results reveal that brand attachment and satisfaction have a positive influence on brand love, which has a positive influence on brand loyalty and positive word of mouth. In addition, brand attachment is positively related to brand loyalty, which has a positive impact on loyalty. Therefore, this article presents some insights from the perspective of digital marketing (i.e., e-WOM and social networks) and territory management (i.e., notoriety and positioning of territories). In the end, the limitations of the study will be presented, and guidelines for future research will be outlined.
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Anisimova, Tatiana. "The effects of corporate brand symbolism on consumer satisfaction and loyalty." Asia Pacific Journal of Marketing and Logistics 28, no. 3 (June 13, 2016): 481–98. http://dx.doi.org/10.1108/apjml-05-2015-0086.
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Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and loyalty on a sample of Australian automobile consumers. Design/methodology/approach – Survey research was employed to test the study hypotheses. The regression analysis was used to evaluate the relationships between an independent variable (corporate brand symbolism) and dependent variables (consumer satisfaction and loyalty). Findings – Support was found for all hypotheses formulated in this study. Regression results reveal consistent favourable and significant effects of corporate brand symbolism on both consumer satisfaction and loyalty. Research limitations/implications – Although this paper makes contributions in international marketing, the cross-sectional nature of the data collection method limits the information gained to the single point in time. This research studied the impact of corporate brand symbolism on consumers of one original equipment manufacturers (OEM). Having a larger number of participating car manufacturers/OEMs would have provided a wider insight. However, time and resources limitation did not allow to study a larger sample. In the future, practitioners are recommended to further understand the relationship between self and social aspects of brand symbolism in order to formulate more targeted communication strategies. Practical implications – The findings of this study point to the strategic role of the brand in generating both satisfaction and loyalty. In the light of increasing advertising costs and decreasing consumer loyalty, strengthening corporate brand symbolism makes a lot of economic sense. The findings suggest that managers need to take into account consumer need for identity expression and consider this in their branding strategies. Social implications – Humans are social beings by nature. However, international brand research has paid relatively little attention to how products are used by consumers in everyday life, including their social life. Consumer behaviours increasingly depend on social meanings they imbue brands with beyond products’ functional utility. It is argued the focus of symbolic consumption needs to be broadened and integrated more with social science concepts. Originality/value – This study captures a construct of corporate brand symbolism by including self and social aspects of symbolism. The current study also comprehensively measures consumer loyalty, including cognitive, affective and behavioural types of loyalty.
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Shi, Tiebing, Jiandong Li, and Chi Lo Lim. "Host country consumers’ brand attitudes after cross-border acquisitions." Journal of Product & Brand Management 26, no. 6 (September 18, 2017): 559–72. http://dx.doi.org/10.1108/jpbm-06-2015-0909.
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Purpose This study aims to investigate factors impacting host country consumers’ attitudes toward acquirers’ corporate brands and target brands after cross-border acquisitions (CBAs). Design/methodology/approach Surveys were conducted with US consumers using two fictitious CBA scenarios in the automobile industry. Findings Consumer ethnocentric tendencies (CETs) are negatively related to attitudes toward a CBA event; attitudes toward a CBA event are positively related to post-CBA attitudes toward the acquirer's corporate brand; brand-image fit is positively related to attitudes toward a CBA event, and post-CBA attitudes toward the acquirer's corporate brand and the target brand; post-CBA attitudes toward the acquirer's corporate brand and the target brand are positively related. Research limitations/implications This study is limited in the sample, analysis approaches, context and factors examined. Future research could use more representative samples and both quantitative and qualitative methodologies; conduct more tests; examine real CBAs in different industries and countries; and investigate effects of other factors affecting attitudes toward the CBA event and post-CBA brand attitudes. Practical implications Managers should consider CETs and brand-image fit and strategically influence attitudes toward a CBA event and post-CBA brand attitudes. Originality/value It investigates the mediating effect of attitudes toward a CBA event on the relationship between CETs and post-CBA attitudes toward the acquirer's corporate brand and the effects of brand-image fit on attitudes toward a CBA event and post-CBA brand attitudes.
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Rai, Bharat. "Consumer Brand Preference in Buying Car in Nepal." KMC Research Journal 3, no. 3 (June 13, 2019): 9–22. http://dx.doi.org/10.3126/kmcrj.v3i3.35686.
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The main objective this study is to identify the factors affecting the consumer brand preference in the choice of car in Kathmandu, Nepal. The study examines how the price perception, appearance perception and brand personality affect in the consumer brand preference in the buying of car in Nepalese market. The study focuses on how the consumer preferred to select the car and which factor has the more prominent role for brand preference and selection of car. Primary data has been used in the study. The structured questionnaire has been used for collection of primary data. Convenient sampling technique has been used to collect information from the respondents and 265 respondents have been taken from customers buying car in Kathmandu. Descriptive statistical analysis, correlation analysis and path analysis have been used to diagnose data collected to draw valid conclusions using SPSS AMOS 21. Price perception, appearance perception and brand personality are taken as independent variables to explore the degree of relationship with consumer behavior and to explore the impact of these variables on consumer behavior while making decision to purchase a car. Correlation showed that all independent variables have significant relationship with dependent variable. The path analysis showed that there is a significant impact of appearance perception and brand personality on consumer behavior in buying of car but price perception has no significant impact on consumer behavior in buying of car in Nepalese market.
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Paulssen, Marcel, Raphael Roulet, and Sina Wilke. "Risk as moderator of the trust-loyalty relationship." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 964–81. http://dx.doi.org/10.1108/ejm-11-2011-0657.
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Purpose – The purpose of this paper is twofold: first, to investigate the role of perceived risk as a moderator of the key relational mediators of satisfaction and trust, and second, to test the influence of perceived product value and social bonding as antecedents of brand satisfaction and brand trust to understand their effectiveness under different risk conditions. Palmatier et al. (2006) call for the study of moderators of relational mediators, such as trust and satisfaction, which may determine the effectiveness of different relationship marketing strategies. Design/methodology/approach – This study investigates business-to-consumer relationships between a car brand and its customers, applying structural equation modeling. Findings – Results show that perceived risk moderates the mediating role of both brand trust and brand satisfaction on relationship outcomes. When perceived risk is low, brand satisfaction alone determines brand loyalty, whereas when perceived risk is high, brand trust exclusively determines brand loyalty. Thus, the effectiveness of social bonding tactics as a prime determinant of trust is contingent on consumers’ risk perceptions. Research limitations/implications – A limitation of the present research is its focus on one product category. Further investigations should be conducted to expand the findings’ generalizability. Practical implications – The often-recommended social bonding between boundary spanner and customers is only an effective relationship marketing strategy in situations of high perceived risk. Originality/value – This study clarifies the role of perceived risk in marketing relationships by testing alternative models.
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Rizvi, Wajid H., Salman Memon, and Abdul Samad Dahri. "Brand Experience Clustering and Depiction of Brand Satisfaction, Brand Loyalty and Emotional Confidence." Foundations of Management 12, no. 1 (July 24, 2020): 111–24. http://dx.doi.org/10.2478/fman-2020-0009.
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AbstractBrand experience (BE) is essential to depict long-term consumer brand relationships; this study investigates the influence of brand experience on emotional confidence (EC) and subsequent impact of brand satisfaction (BS) and brand loyalty (BL) in the context of car buying. Structural equation modeling was used to affirm the hypothesized relationships. This study further explores dimensions of brand experience: sensory, affective, intellectual and behavioral concerning EC, BS, and BL. Hierarchical cluster analysis was performed to depict the relationship as a consequence, and four clusters were identified. The results of the structural model suggest that there is a positive and statistically significant influence of BE on EC, there is a positive and statistically significant influence of EC on BS, and there is a positive and statistically significant influence of BS on BL. When the direct path from EC to BL was added to the model, it increased the variance explained in BL and coefficient of EC was higher than the coefficient of BS suggesting that EC is an important construct within the formwork. The results of hierarchical cluster analysis identified four clusters; the relationship among EC, BS and BL showed interesting patterns; there were higher correspondents between EC and BL than between BS and BL; the pattern was consistent with the results of the structural model. The data was collected from car showrooms across Karachi city; the respondents were users of the brand.
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Rai, Bharat. "Consumer Brand Preference: An Empirical Study of Car Buying in Nepal." Archives of Business Research 8, no. 7 (August 4, 2020): 258–71. http://dx.doi.org/10.14738/abr.87.8611.
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The main objective of the study is to identify the effect of product attributes, price perception, appearance perception, brand personality and self-congruity on brand preference in the buying of car in Nepalese market. Primary data was used for the study and data were collected through structured questionnaire in the five point Likert scale from car users in Nepalese market. Convenient sampling was used for the study and Kathmandu was the sampling location. 500 questionnaires were distributed to car users among them 394 questionnaires were collected. SPSS software has been used to processing and analyzes the data. Mean, Standard Deviation, Correlation and Regression techniques have been used to analyze the data. The research paper found that there is significant positive relationship between independent variables and dependent variable consumer behavior. Moreover, it is found that, there is significant and positive influence of price perception, appearance perception, brand personality and self-congruity on brand preference and product attributes has no significant influence on brand preference in buying of car in Nepalese market.
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Nasir, Muhadjir, and Febri Rachmawati. "Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi Rekomendasi." Winners 10, no. 2 (September 30, 2009): 100. http://dx.doi.org/10.21512/tw.v10i2.704.
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The number of motorcycles being sold in Indonesia keeps increasing every year. Every manufacturer should stand firm on negotiating to what extent service and brand name impact to consumer trust and recommendation preference. This research aims to investigate this issue using path analysis. Sample is taken from community of car garage consumers. Then, data is verified by some statistical tools such as normality, validity and reliability before using path analysis. The research findings confirm that service quality, brand association and consumer trust are very important to attract trust over garage service. Concerning this issue, the researcher contributes some suggestions such as management should increase service quality by doing employee professionalism improvement. For doing this, the firm can exploit on employee training; implementing incentive strategy to motivate employees, exposing openness and positive atmosphere to interact with consumers and the last but not the least, to maintain good relationship for short and long term by providing consumers with a forum-based communication media.
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Więch, Karol. "Z punktu A do punktu B to za mało. Marki samochodów jako supersystemy rozrywkowe." Literatura i Kultura Popularna 25 (July 28, 2020): 191–209. http://dx.doi.org/10.19195/0867-7441.25.11.
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The aim of the article is to analyse two car brands, Volvo and Toyota, using the concept of the “supersystem of entertainment” in the Marsha Kinder approach. In both companies, people respon-sible for marketing create the image of the brand using analogous strategies as in the case of promo-ting products of popular culture. The cars exceed the frame of the commodity and in the process of “mediation of things” they become brands, culture products, even heroes. Scandinavian mythology and design, Japanese anime and kaizen philosophy, Hollywood productions and cartoon characters mix with the entire axiological and cultural system that is the core of the modern car brand. Ap-plying narrative marketing and using various media platforms, brands connect elements of nation, culture, responsibility and other social values, to stand out from other brands. These treatments not only strengthen the relationship between the brand and consumer. They make it necessary to look at contemporary manufactured vehicles as elements of society that bring commercial and media success for companies.
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Qalati, Sikandar Ali, Wenyuan Li, Sajid Hussain Mirani, Jan Muhammad Sohu, Rana Yassir Hussain, and Naveed Ahmed. "The Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry." Sukkur IBA Journal of Management and Business 7, no. 1 (July 20, 2020): 19. http://dx.doi.org/10.30537/sijmb.v7i1.527.
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In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.
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Lee, Jaejin, and Hyejoon Rim. "Consumer Evaluation of Cause-Brand Alliance in Cause-Related Advertising: The Role of Brand Familiarity and Personal Relevance." Business Management and Strategy 8, no. 1 (May 15, 2017): 103. http://dx.doi.org/10.5296/bms.v8i1.11227.
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The current study aims to investigate the relative effects of cause-related marketing (CRM) involving cause-brand alliance (CBA) while evaluate the relationship between the cause brand familiarity and personal relevance of the cause. A 2 X 2 (cause brand familiarity: high or low and personal relevance: high or low) experimental study examines the effects on attitudes toward ad, company, and cause-brand alliance (CBA). The overall findings attest to the main effects of cause brand familiarity, personal relevance of the cause, and the interaction effects of the familiarity and relevance. Theoretical and managerial implications, limitations, and future research are discussed.
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Samala, Nagaraj, and Bharath Shashanka Katkam. "Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement." Young Consumers 21, no. 2 (November 18, 2019): 233–53. http://dx.doi.org/10.1108/yc-12-2018-0902.
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Purpose Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty. Design/methodology/approach The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model. Findings The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.
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Malhan, Shivani, and Manvinder Tandon. "Significance of Brand name in Brand Loyalty-An Empirical Study in Automobile Sector." Global Journal of Enterprise Information System 9, no. 3 (September 27, 2017): 65. http://dx.doi.org/10.18311/gjeis/2017/16127.
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<p>This paper attempts to examine whether the consumer is brand conscious and he thinks that the brand name is important for him or not. According to the pilot study and interview method applied in this paper, the most important attributes considered by the customers while repurchasing the car are Price, Comfort and safety, Brand name and Customer Service. The study is based on primary data, collected from Jalandhar city of Punjab. Conjoint analysis is employed to determine which combinations of a limited number of attributes are most influential for the respondents while taking a decision in purchase of passenger car. In conjoint analysis, we use full profile approach in which profiles are reduced using orthogonal array approach. The empirical findings reiterate that consumers in this region experience that the most important attribute in Brand Loyalty is comfort and safety. This is because customers think that the features like front passenger airbags, advanced braking systems and air conditioning are very essential in the today are set up. The second important determinant of Brand Loyalty is price which may be accounted to affordability of the customer. The customers have also given relevance to customer service because the process of building the relationship with customer starts with the purchase of car but it keeps on evolving after the sale. The least importance is given to the attribute - brand name as per the empirical findings of the study.</p>
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Ali, Mohammad, and Sher Akbar. "Brand Tribe Paradoxes: An Overview with Empirical Evidence from Pakistan." Asian Social Science 16, no. 4 (March 31, 2020): 49. http://dx.doi.org/10.5539/ass.v16n4p49.
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Due to the increased importance of marketing, concepts of marketing are continually evolving in the digital era. Creation of consumer tribe for brand promotion and consumption is one of the widely discussed concepts in marketing. As per literature, a tribe is a heterogeneous group of people presenting common interest and preferences for a brand. The links between consumer tribes are weak. Marketers through a marketing campaign, try to strengthen this relationship. Tribalism and tribe activity in favor of brand can be done through two approaches. The first approach is the postmodern approach which encourages users to get a higher status (Platinum, Gold or Silver) in the community via spending more. In contrasts, the second approach of a marketer is based on stimulating and activating a group of users through an opportunity or threat, i.e. limited time offers. However, the creation of tribes and the implementation of these campaigns are not well explained in the literature. Marketers always make haphazard efforts between these approaches while making campaigns. Gap has motivated the researchers to explore and investigate these paradigms of brand tribalism in detail. The current research paper explains and compares the two tribalism approaches. Through the collection of data from automobiles users across Pakistan, the authors have validated and compared both frameworks i.e. anthropological tribal approach and postmodern tribal approach. It has been concluded that the anthropologist approach is better in the context of car market of Pakistan. The researchers recommend the practitioners to follow one approach while creating brand tribes in relationship marketing. The article in detail has guidelines for the markers in the automobile industry. The paper also shares future research areas in brand tribalism for academicians.
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Tuškej, Urška, and Klement Podnar. "Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media." Journal of Product & Brand Management 27, no. 1 (February 12, 2018): 3–17. http://dx.doi.org/10.1108/jpbm-05-2016-1199.
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Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands. Research limitations/implications Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media. Originality/value This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.
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Machado, Andrelino Olímpio Vieira, Cid Gonçalves Filho, and Renata Sousa da Silva Tolentino. "Antecedentes da Lealdade de Doadores de Instituições Filantrópicas: O Papel do Apego e da Confiança." Revista Interdisciplinar de Marketing 11, no. 1 (May 21, 2021): 20–37. http://dx.doi.org/10.4025/rimar.v11i1.53421.
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O marketing focado no relacionamento consumidor-marca representa uma ferramenta estratégica e eficiente na criação e permanência de um relacionamento positivo entre as empresas e seus clientes, e é bastante utilizado por organizações que visam o lucro. As instituições sem fins lucrativos diante das dificuldades de financiamento de suas atividades, podem utilizar o CBR (Consumer-Brand Relationships) para estreitar e aprofundar os laços com os atuais doadores, colaborando assim para a construção da lealdade e permanência dessas doações. Este trabalho teve o objetivo de estudar e compreender o papel do apego e da confiança na geração de lealdade de doadores em instituições filantrópicas. Para tanto foi realizada pesquisa quantitativa com a coleta de 339 questionários entre doadores reais. O modelo hipotético foi analisado por meio da modelagem de equações estruturais com o AMOS 23. Os resultados obtidos confirmaram que o apego juntamente com a confiança são bases para a geração de lealdade de doares, explicando 82% da lealdade. Neste sentido, este é o primeiro trabalho que trata do apego e da confiança como antecedentes simultâneos da lealdade de doações em instituições filantrópicas.
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Bar-Gill, Sagit, and Shachar Reichman. "Stuck Online: When Online Engagement Gets in the Way of Offline Sales." MIS Quarterly 45, no. 2 (June 1, 2021): 755–88. http://dx.doi.org/10.25300/misq/2021/15267.
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In recent years, billions of dollars have been spent by both online and offline retailers on website design aimed at increasing consumers’ online engagement. We study the relationship between online engagement and offline sales, utilizing a quasi-experimental setting in which a leading premium automobile brand gradually launched a new interactive website across markets, allowing for a treatment-control comparison. This paper offers evidence of a causal effect of online engagement on offline sales, with the high-engagement website leading to a decline of approximately 12% in car sales. This negative effect is due to substitution between online and offline engagement; users of the high-engagement website exhibited a decreased tendency to seek out personal contact with a car dealer and proceed to offline engagement—a necessary stage in the car purchase funnel. We develop an analytical model of the online-to-offline sales funnel to generalize our findings and highlight the conditions under which online engagement substitutes for offline engagement and potentially decreases offline sales. Taken together, our findings suggest that while online engagement serves as a means for both product information provision and consumer persuasion, it may fall short in achieving the latter goal, as compared to the offline channel. For purely offline products, hands-on engagement is a necessary step toward purchase. Thus, increasing consumers’ online engagement may not be an optimal strategy if it has the potential to halt progression down the sales funnel and reduce offline engagement.
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Karjaluoto, Heikki, Aijaz A. Shaikh, Matti Leppäniemi, and Roope Luomala. "Examining consumers’ usage intention of contactless payment systems." International Journal of Bank Marketing 38, no. 2 (November 18, 2019): 332–51. http://dx.doi.org/10.1108/ijbm-04-2019-0155.
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Purpose The purpose of this paper is to develop and test a conceptual model that combines the modified Unified Theory of Acceptance and Use of Technology (UTAUT2) with a consumer brand engagement (CBE) model to predict consumers’ usage intentions toward contactless payment systems in a developed country. Design/methodology/approach The authors cooperated with a contactless payment service provider in Finland and reached out to 22,000 customers, resulting in 1,165 usable responses. The collected data were analyzed using structural equation modeling. Findings The study shows that the UTAUT2 and the CBE model together explain approximately 70 percent of the variance in usage intention. Of the predictors, habit and consumers’ overall satisfaction have the strongest influence on usage intentions. The model also confirms the positive relationship between intention and use. Practical implications Understanding the reasons for both the intention to use and the continued use of contactless payments is important for merchants, banks and other service providers. This study shows which technology adoption factors drive both the intention and the use of contactless payments. The finding that intention is mainly driven by habit and overall satisfaction and not by hedonic reasons indicates that such behaviors are difficult to change. Originality/value This study is among the first to examine contactless payment usage in a developed market, where over half of all point-of-sale transactions are executed using contactless payment cards and/or cell phones.
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Leckie, Civilai, Daniel Rayne, and Lester W. Johnson. "Promoting Customer Engagement Behavior for Green Brands." Sustainability 13, no. 15 (July 28, 2021): 8404. http://dx.doi.org/10.3390/su13158404.
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This study aims to investigate the impact of desired self-identity, green perceived value and altruistic values on brand loyalty towards green brands (i.e., electric and hybrid cars) and the mediating role of customer engagement behavior on these relationships. Further, this study proposes that greenwashing perception, which can be defined as consumers perceiving organizations to be dishonest about their environmental claims, moderates the indirect effect of desired self-identity, green perceived value and altruistic values on brand loyalty via customer engagement behavior. Data were collected from a nationwide online survey of 170 customers who have purchased and used electric and hybrid cars. Partial least squares structural equation modeling (PLS-SEM) using Smart-PLS and PROCESS were employed to test the hypotheses. This study’s findings indicate that desired self-identity, green perceived value and altruistic values positively influence consumer engagement behavior with the focal green car brands. Further, the mediating effect of customer engagement behavior on brand loyalty was generally found. Additionally, greenwashing perception was found to moderate the indirect effect of desired self-identity and altruistic values on brand loyalty via customer engagement behavior. The indirect effect of desired self-identity and altruistic values on brand loyalty via consumer engagement behavior was stronger at lower levels of greenwashing perception than at higher levels. This study offers key managerial implications on how green brands can promote customer engagement behavior and brand loyalty.
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Manik, Cornelia Dumarya. "Pengaruh Citra Merek Terhadap Keputusan Pembelian Pada PT Astra International, Tbk Toyota Auto 2000 Bumi Serpong Damai." Jurnal Al Azhar Indonesia Seri Ilmu Sosial 1, no. 2 (August 31, 2020): 111. http://dx.doi.org/10.36722/jaiss.v1i2.470.
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<p><em>Abstrak</em> - <strong>Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek terhadap keputusan pembelian pada PT. Astra International, Tbk-Toyota Auto 2000 cabang Bumi Serpong Damai. Penelitian ini dilaksanakan di PT. Astra International, Tbk-Toyota Auto 2000 cabang Bumi Srpong Damai. Model penelitian yang digunakan yakni dengan metode observasi, wawancara, kuesioner dan studi kepustakaan yang dilakukan secara sistematik berdasarkan tujuan penelitian. Metode penelitian ini menggunakan metode kuantitatif, asosiatif dengan populasi dalam penelitian ini adalah pelanggan yang melakukan service berkala pada PT. Astra International, Tbk-Toyota Auto 2000 cabang Bumi Serpong Damai, dalam waktu 5 ( lima ) tahun yaitu sebanyak 624 pelanggan. Metode penarikan sampel menggunakan rumus Slovin didapat sebanyak 86 responden. Metode analisis dalam pengolahan data adalah uji validitas dan reliabilitas, uji regresi linear sederhana, koefisien determinasi, uji hipotesis (uji-t), dan uji korelasi pearson product moment untuk mengetahui seberapa besar pengaruh citra merek terhadap keputusan pembelian mobil Toyota Yaris. Berdasarkan hasil penelitian dan pembahasan diperoleh hasil, bahwa terdapat pengaruh hubungan positif antara citra merek terhadap keputusan pembelian sebesar 0,602 sehingga adanya hubungan antara citra merek terhadap keputusan pembelian, dari hasil regresi lienar sederhana dapat dilihat persamaan yang bernilai y=16.546+0,583X. Yang memiliki arti bahwa variabel citra merek berpengaruh positif terhadap keputusan pembelian konsumen, dari hasil uji determinasi sebesar 0,362. Hal ini menunjukkan bahwa sebesar 36,2% Keputusan Pembelian konsumen terhadap pembelian mobil Toyota Yaris dipengaruhi oleh variasi dari ketiga variabel independen, yaitu keunggulan asosiasi merek, kekuatan asosiasi merek, keunikan asosiasi merek, Sedangkam sisanya sebesar 63,8% dipengaruhi oleh variabel-variabel lainnya yang tidak diteliti. Hasil t hitung adalah 6,907 lebih besar dari t tabel yaitu 1,9886. Oleh karena itu t-hitung lebih kecil daripada t-tabel, maka H0 ditolak dan Ha≠0 diterima. Ini menunjukkan bahwa antara pengaruh citra merek terhadap keputusan pembelian terdapat pengaruh yang signifikan.</strong></p><p><em><strong>Kata Kunci</strong> : Citra merek, Keputusan Pembelian.</em></p><p align="center"> </p><p><em>Abstract</em><strong> - This research was conducted on PT. Astra International, Tbk-Toyota Auto 2000 branch of Bumi Serpong Damai. The research model used is the method of observation, interviews, questionnaires and literature studies conducted systematically based on research objectives. This research method using quantitative method, associative with population in this research is customer who do periodical service on PT. Astra International Tbk-Toyota Auto 2000 branch Bumi Serpong Damai, within 5 (five) years as many as 624 customers. Sampling method using Slovin formula obtained as many as 86 respondents. Method of analysis in data processing is test of validity and reliability, simple linear regression test, coefficient of determination, hypothesis test (t- test), and Pearson product moment correlation test to find out how much the influence of the brand image of Toyota Yaris car purchase decision. Based on the results of research and discussion obtained the results, that there is influence positive relationship between the brand image to purchase decision of 0.602 so that the relationship between the brand image of the purchase decision, from the results of simple lienar regression can be seen the equation y = 16,546 + 0,583X. Which means that brand image variables have a positive effect on consumer purchasing decisions, from the test determination of 0.362. This shows that 36,2% Consumer purchasing decision on Toyota Yaris car purchase is influenced by variation from three independent variables, namely the superiority of brand association, the strength of brand association, uniqueness of brand association, the remaining cages of 63,8% influenced by the variables others not examined. Result t count is 6,907 bigger than t table that is 1,9886. Therefore t-count is smaller than t-table, then H0 is rejected and Ha ≠ 0 is accepted. This shows that between the influence of brand image to purchase decision there is a significant influence.</strong></p><p><strong><em>Keywords</em></strong> : <em>Brand image, Purchase Decision<strong>.</strong></em></p>
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TEKİN, Mahmut, Yılmaz GÖBENEZ, and Derya ÖZTÜRK. "TÜKETİCİLERİN ÜRÜN/HİZMET KALİTESİ ALGILARININ SATIN ALMA DAVRANIŞLARI ÜZERİNE ETKİSİ: MARKA AŞKININ ARACI ROLÜ." SOCIAL SCIENCE DEVELOPMENT JOURNAL 7, no. 33 (September 15, 2022): 307–20. http://dx.doi.org/10.31567/ssd.701.
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Brand love is the sum of the values that turn into desire and passion with the pleasure, enthusiasm, and excitement that a consumer experiences when using a product or service. This passion turns into brand love over time, whether the consumer is aware of it or not. Brand love is full of surprises, just like the love people have for each other. This element of surprise is about the change in the feeling that reveals love in us and keeps it alive. This change in feeling is related to the quality that creates love depending on fashion, innovation, products, services, time, and trust in a brand. In this context, this study aimed to determine whether brand love played a mediating role in the effect of consumers' perceptions of the quality of products or services on their buying behavior. The sample consisted of 384 brand X car users living in Turkey. Participants were recruited using convenience sampling. Data were collected using an online survey. Hypotheses were tested using linear and multiple regression analysis. The mediating role of brand love was determined using the four steps in Baron and Kenny's method (1986), while the significance of the indirect effect was tested using the Sobel test. The results showed positive and significant relationships between product/service quality, brand love, and buying behavior. The results indicate that brand love plays a partially mediating role in the effect of consumers' perceptions of product/service quality on their buying behavior. In the light of these findings, the product/service quality perceived by consumers for automobile brands affects their buying behavior through brand love. Keywords: Brand love, Product/service quality, Buying behavior
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Hepola, Janne, Heikki Karjaluoto, and Anni Hintikka. "The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement." Journal of Product & Brand Management 26, no. 3 (May 15, 2017): 282–93. http://dx.doi.org/10.1108/jpbm-10-2016-1348.
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Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per cent of the variance in brand equity. In addition, the results reveal that emotional engagement was the most influential factor in determining consumers’ overall engagement level. Research limitations/implications The framework should be tested in other contexts, and the application of longitudinal research setting is encouraged. Practical implications The study highlights not only the importance of holistic CBE management but also the necessity to manage sensory aspects of consumer–brand interactions. In this way, managers can build sustainable consumer–brand relationships. Originality/value The nomological network of CBE is not well-known. This study integrates two central constructs (sensory brand experience and brand equity) with the concept of CBE and examines their effects on brand equity both directly and indirectly through cognitive, emotional and behavioral CBE.
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Saktiawan, Ponta Dewa, and Soni Harsono. "The Effect of Performance, Price Perception, Brand Image, and Brand Association on Purchase Decision of Honda CBR150R in Surabaya." Philippine Social Science Journal 4, no. 1 (March 28, 2021): 97–107. http://dx.doi.org/10.52006/main.v4i1.288.
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In the automotive industry, the consumer purchase decision is the most important aspect of the company's life cycle because it can affect profitability, especially for Honda CBR 150R. This study aims to analyze the effect of performance, price perception, brand image, and brand association on the purchase decision of Honda CBR 150R in Surabaya. The research design is descriptive-correlational. Data were collected by distributing 113 questionnaires to the respondents who met the inclusion criteria. The data were analyzed using multiple regression analysis. This research shows that performance and price perception have a negative effect on purchase decisions, but not significantly. The brand image has a positive effect on the purchase decision, but not significantly. On the other hand, the brand association has a positive and significant effect on a purchase decision. It can be concluded that brand association is the most important aspect in Honda CBR 150R purchase decision.
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McCabe, Mary B., and Richard Weaver. "Achieving Resonance for Online Travel Brands via Mobile Devices." Journal of Economics, Trade and Marketing Management 3, no. 1 (January 22, 2021): p1. http://dx.doi.org/10.22158/jetmm.v3n1p1.
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Branding for service organizations has challenges with the limited space on a mobile phone while consumers create a brand experience in an instant. This reports how online travel agencies (OTA) present their brands on mobile, as framed by the Brand Resonance Pyramid. The authors examine how the OTA present the four levels of branding: identity, meaning, judgement/feelings, and resonance. The authors reflect on qualitative perceptions of Expedia and Booking, the largest revenue OTA, applied to key branding elements on mobile devices for booking flights, accommodations, and car rentals. Travel brands are challenged to improve customer relationships to the resonance level in order to experience the highest mutual value using this communication technology.
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Rai, Jaskirat Singh, Anish Yousaf, Maher N. Itani, and Amanpreet Singh. "Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer." Sport, Business and Management: An International Journal 11, no. 3 (March 25, 2021): 340–61. http://dx.doi.org/10.1108/sbm-06-2020-0062.
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PurposeThis study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.Design/methodology/approachThe purposive sampling technique was used to collect the data from 838 respondents. This study developed a multidimensional construct for SCP. The covariance-based structural equation modeling (SEM) technique was used to examine the relationship between SCP and the endorsed brand. The study used CBC as a mediator and EBC and TBI as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC and TBI as mediators.FindingsThis study supports the importance of three antecedents (i.e. CBC, EBC and TBI) on CPI. It finds congruence across SCP and CBC variables, and a positive impact of SCP on EBC and TBI variables. Also, it exhibits a significant direct effect of CBC on EBC and TBI, whereas the direct effect of CBC on CPI is not substantial. The indirect effect of CBC through mediating variables EBC and TBI found to be significant.Research limitations/implicationsThis study concludes that sports celebrity endorsement is essential to transfer the positive celebrity image to the endorsed brand image. However, it is not merely sufficient to influence the buyers' purchase conduct; the brand credibility additionally assumes to take a role in changing their behavioral intentions.Originality/valueThis study contributes to the sports marketing literature by its novelty in analyzing the sports celebrity personality at a multidimensional level. It uses SCP's different attributes as one construct and studies its impact on CPI by taking CBC, EBC and TBI as mediators. The results of this study equip sports management professionals with the knowledge to build better long-term relationships with consumers.
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Roy, Sanjit K., Apurv Sharma, Sunny Bose, and Gaganpreet Singh. "Consumer - brand relationship: A brand hate perspective." Journal of Business Research 144 (May 2022): 1293–304. http://dx.doi.org/10.1016/j.jbusres.2022.02.065.
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Becheur, Imene, Oula Bayarassou, and Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship." Global Business Review 18, no. 3_suppl (April 20, 2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.
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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina Ricci, Nutella, PlayStation and Starbucks. Measurement scales were adopted from the literature related to the concept of brand personality and its subsequent relation with two major emotional factors: love and commitment. Results show significant relationships between the agreeableness dimension of brand personality and brand love. The significance and magnitude of these relationships vary across the brands. Results also demonstrate an impact of brand love on emotional commitment to the brand for the overall research model but not for each brand studied separately. This article has relevant managerial implications since it demonstrates that the nature and the strength of the relationship that consumers hold with brands, is directly affected by brand personality. Thus, the current study will help marketers to understand the need of having agreeable brands when companies thrive to create love and affective commitment to their brands. This can be used in developing positioning strategies for the brands.
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Fischer, Dirk, and Sandra Praxmarer-Carus. "What Consumer Responses Make a Brand Experience Create Brand Attachment?" Marketing ZFP 43, no. 3 (2021): 35–48. http://dx.doi.org/10.15358/0344-1369-2021-3-35.
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Consumer brand attachment is a relevant driver of brand profitability because it increases, for example, purchase intention, positive word-of-mouth, and the willingness to pay a price premium for the brand. Hence, understanding the factors determining consumers’ brand attachment has generated great interest within the marketing discipline. In the process of attachment formation, marketers consider consumers’ experiences with a brand relevant. However, the literature has not provided marketers with an integrated representation of what to consider when creating brand experiences that are supposed to create brand attachment. A consumer’s brand experience is a subjective internal response to contact with a brand-related stimulus, such as a brand’s product, service, advertisement, social media activity, store, or event. For example, test driving a brand’s car, contacting a brand’s service desk, and dancing at a brand event are brand moments that elicit subjective brand experiences. Although the literature presents several characteristics of brand experiences that may positively affect brand attachment, it does not specify the fundamental underlying factors by which a brand experience produces the feeling of brand attachment. This article extends the literature by identifying the internal responses to a brand moment that are relevant for its attachment creation. First, this paper describes how humans create attachment. We explain that consumers do not permanently feel attached to their attachment objects, such as brands, but construct and feel the feeling of attachment at times of a related need. To construct the feeling of brand attachment at a time of need, consumers use activated thoughts and feelings, that is, retrieved episodic memories related to the brand, memories of feelings related to the brand, and/or semantic memories about the brand’s characteristics. Then, this research focuses on consumers’ individual episodes with a brand and the question of what inner responses to such brand moments cause or support the creation of brand attachment. We infer that the extents to which a brand experience includes pleasure, perceived distinctiveness, and arousal determine its attachment creation. Hence, pleasure, perceived distinctiveness, and arousal are the internal responses to a brand moment that create attachment. We present two empirical studies. Our research seeks to provide value to marketing practice because the creation of brand attachment is highly relevant to marketers. We recommend that marketers use the three experience responses identified in this research (pleasure, perceived distinctiveness, and arousal) as a guide when creating marketing activities intended to strengthen brand attachment. The more pleasure, perceived distinctiveness, and arousal the target group experiences, the more the brand moment creates brand attachment. Marketers may use the items that we propose to assess (or pre-test) the extent to which an activity evokes the responses relevant for attachment formation. Since pleasure/displeasure and arousal constitute core affect, they can represent any prototypical feeling that a brand moment elicits without measuring such specific feelings (Russell and Barrett 1999). For example, high pleasure (displeasure) and high arousal can form delight (anger), whereas high pleasure (displeasure) and a moderate level of arousal can form satisfaction (dissatisfaction) (Oliver et al. 1997). Finally, we point out that marketers may misinterpret studies that have suggested that, for example, sensory experiences and intellectual experiences create brand attachment or related constructs (e.g., Chen and Qasim 2021; Iglesias et al. 2019). Since most experiences that marketers create are, on average, pleasurable, positive relationships between such experiences and attachment make sense (empirically). However, this paper argues and demonstrates that brand experiences do not create brand attachment because consumers had, for example, a strong sensory experience but because (and only if) the experience contained pleasure.
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Lee, Jeong Hoon, and Song Hyeon Cho. "The Relationship among Marketing Communication, Consumer-brand Relationship for Sports Goods Brand, Brand Loyalty." Journal of Sport and Leisure Studies 35 (February 28, 2009): 323–32. http://dx.doi.org/10.51979/kssls.2009.02.35.323.
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Nurmalasari, Auliya, and Nikodemus Hans Setiadi Wijaya. "Consumer Satisfaction, Consumer-Brand Identification, and Repurchase Intention." Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship 12, no. 1 (April 15, 2022): 1. http://dx.doi.org/10.30588/jmp.v12i1.931.
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This study proposes whether consumers will be loyal to a product with a brand that they have just bought and tried by knowing their repurchase intention. This study unfolds consumer satisfaction and consumer brand identification as the factors which can influence repurchase intention. A total of 177 samples were used. Path analysis in WarpPLS was used to examine the proposed hypotheses. The results showed a positive relationship influence of consumer satisfaction on repurchase intention. The results also showed a positive consumer-brand identification on repurchase intention. However, consumer-brand identification failed to moderate the relationship between customer satisfaction and repurchase intention.
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Nguyen, Nguyet Thi Hong. "Brand equity and brand - Consumer relationship quality in Vietnam." Science & Technology Development Journal - Economics - Law and Management 1, Q2 (November 30, 2017): 92–102. http://dx.doi.org/10.32508/stdjelm.v1iq2.438.
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Building a quality relationship between the brand and consumers is necessary for an enterprise to exist and develop [11]. As a result, brand relationship quality attracts a great deal of interest from researchers. Many studies have been conducted on the nature and aspects of brand relationship quality. However, limited research has investigated the nature of brand - consumer relationship quality in B2C market, especially the nexus between brand equity and brand relationship quality. Furthermore, most of them are conducted in foreign countries. This study examines the nature of brand - consumer relationship quality and consider the nexus between components of brand equity and brand relationship quality in the Vietnam’s consumer market, Structural Equation Modeling (SEEM) was employed, using data from a survey on 600 consumers. The results indicate that brand image and brand attractiveness have a positive effect on relationship quality and brand loyalty is a result variable of brand relationship quality.
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Shokri, Mohammad, and Ali Alavi. "The Relationship Between Consumer-Brand Identification and Brand Extension." Journal of Relationship Marketing 18, no. 2 (February 8, 2019): 124–45. http://dx.doi.org/10.1080/15332667.2018.1534064.
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Siali, Fadilah, Pang Jiayi, Mahani Mohammad Abdul Shakur, and Siti Aisyah Ya'kob. "RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION." International Journal of Service Management and Sustainability 1, no. 1 (June 24, 2019): 58. http://dx.doi.org/10.24191/ijsms.v1i1.6033.
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Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear.
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Mishra, Mukesh Kumar, Ankit Kesharwani, and Vikas Gautam. "Examining the Relationship between Consumer Brand Relationships and Brand Evangelism." Australian Journal of Business and Management Research 6, no. 1 (May 3, 2021): 84–95. http://dx.doi.org/10.52283/nswrca.ajbmr.20210601a07.
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It is a well-known fact now that consumers falsify profound and meaningful relationships with particular brands and that such consumer brand relationships are expected to impact brand-related behavior of consumers. The study investigates the influence of three consumer-brand relational constructs - brand trust, brand affect and brand identification – and their effects on brand evangelism behavior, which was operationalized in the form of two supportive behaviors namely; purchase intentions and positive referrals. After assessing common method bias as well as reliability and validity estimates, structural equation modelling was employed with 458 sample data to test the study model fit and hypothesized relationships. The findings reveal that the consumer-brand relationship influences brand evangelism. All consumer-brand relational constructs (i.e., brand trust, brand affect and brand identification) influence brand evangelism positively in terms of purchase intention and brand referral. The study highlights the importance of brand evangelism in the marketing literature by establishing its causal relationships with the key brand attributes of brand affect, brand trust and brand evangelism. Implications of the results are deliberated with future scope for research.
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Singh, Pankaj, Anees Ahmad, Gyan Prakash, and Prabhat Kumar Singh Kushwah. "Investigating the effects of consumer characteristics with respect to brand knowledge and product involvement on brand alliance evaluation." Asia Pacific Journal of Marketing and Logistics 33, no. 8 (January 27, 2021): 1798–813. http://dx.doi.org/10.1108/apjml-05-2019-0321.
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PurposeThe purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing factors' interactive effects on brand alliance.Design/methodology/approachBased on the theory of consumer characteristics and the S&R model of brand alliance, an experimental design was conducted to examine the relationship among the various variables and moderators, which can test the changes of the dependent variables by controlling and manipulating one or more single variables. The sample includes 400 college students.FindingsThe results demonstrate that brand knowledge positively moderates the relationship between brand equity and consumer brand alliance, but not significantly affect the relationship between alliance evaluation and joint fit; in contrast, product involvement individually plays a positive moderating role on the relationship between joint fit, brand equity and consumer brand alliance evaluation.Originality/valueTwo consumer characteristic, brand knowledge and product involvement moderate the relationship between brand equity, joint fit and consumer brand alliance evaluation. Several empirical studies on brand alliance have documented mostly positive effects of brand alliance on consumer brand evaluations. Two important consumer characteristics' effect on brand alliance evaluation, brand knowledge and product involvement, were testified to expand the scope of influential factors of brand alliance evaluation on the basis of consumers' characteristic theory.
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Coelho, Pedro Simões, Paulo Rita, and Zélia Raposo Santos. "On the relationship between consumer-brand identification, brand community, and brand loyalty." Journal of Retailing and Consumer Services 43 (July 2018): 101–10. http://dx.doi.org/10.1016/j.jretconser.2018.03.011.
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Pourazad, Naser, Lara Stocchi, and Vipul Pare. "Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions." Australasian Marketing Journal (AMJ) 27, no. 4 (November 2019): 249–60. http://dx.doi.org/10.1016/j.ausmj.2019.07.004.
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You, Sung Shin, and Yong Joo Choi. "Effects of Consumer-Brand Interaction on Brand Attitudes in Brand SNS : The Mediated Effect of Brand Authenticity and Consumer-Brand Relationship." Advertising Research 123 (December 31, 2019): 68–109. http://dx.doi.org/10.16914/ar.2019.123.68.
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