Brand building, brand experience and brand loyalty in e-Commerce platform: Basis for marketing agricultural product
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چکیده
منابع مشابه
Brand Engagement and Brand Loyalty
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
متن کاملBrand Engagement and Brand Loyalty
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
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This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...
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Despite the surge in interest in research on organizational identification, little attention has been paid to investigating the notion of identification in the branding context. Moreover, consumer-brand identification has been conceptualized and opertionalized equally as organizational identification while ignoring both the shortcomings of organizational identification measures and the differen...
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ژورنال
عنوان ژورنال: International Journal of Research Studies in Management
سال: 2023
ISSN: ['2243-7770', '2243-7789']
DOI: https://doi.org/10.5861/ijrsm.2023.1039