" Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands," Journal of Business Research, Elsevier, vol. " The effect of web interface features on consumer online purchase intentions," " Users of the world, unite! The challenges and opportunities of Social Media,"īusiness Horizons, Elsevier, vol. Journal of Interactive Marketing, Elsevier, vol. " Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," " Community Members' Perception of Brand Community Character: Construction and Validation of a New Scale," & Sattler, Henrik & Johnen, Marius, 2016. Relling, Marleen & Schnittka, Oliver & Ringle, Christian M." Influence of integration on interactivity in social media luxury brand communities," " Contributing clarity by examining brand luxury in the fashion market," " Customer equity and value management of global brands: Bridging theory and practice from financial and marketing perspectives: Introduction to a Journal of Business Research Special Section," " A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands," Çifci, Sertaç & Ekinci, Yuksel & Whyatt, Georgina & Japutra, Arnold & Molinillo, Sebastian & Siala, Haytham, 2016." Online brand community engagement: Scale development and validation," & Voorhees, Clay & Calantone, Roger, 2015. " Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," " Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web," Nueno, Jose Luis & Quelch, John A., 1998.īusiness Horizons, Elsevier, vol." Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," " Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," " Increasing customer equity of luxury fashion brands through nurturing consumer attitude," Kim, Kyung Hoon & Ko, Eunju & Xu, Bing & Han, Yoosun, 2012.Luxury brand managers may use these findings to develop SMM strategies that enhance Millennials’ overall brand experience and assessments of brand equity in social media environments. Moreover, both emotional and rational brand experience significantly predict brand loyalty, brand awareness, and perceived quality. The findings reveal that cognitive, personal integrative, and social integrative benefits mediate the SMM–CBBE relationship, but hedonic benefits do not. Partial least squares path modeling (PLS) was used to test the research model with a sample of 326 followers of luxury fashion brands on social media. Building on uses and gratifications theory and brand experience we hypothesize that consumer benefits deriving from participation in such communities and brand experience mediate the relationship between social media marketing (SMM) activities and consumer-based brand equity (CBBE) among Millennials. Consumers increasingly use social media brand communities to gather information about brands and to inform their purchase decisions.
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