Prior studies on the in-store experience focus impact of store atmosphere. Sensory marketing and brand experience, other hand, have been found to be significant in providing a better consumer recent studies. Thus, goal this paper is broaden scope study by examining causal effect sensory cues emotional attachment, subsequent loyalty luxury retail setting. We also studied moderating role image re...

Social Media Influencer Marketing or KOL (Key Opinion Leader) is a promotional tool for brand to hire the services of well-known celebrities community leaders promote their products and services. The influence influencers on purchasing decisions today enormous. So in this case research aims see effect relationship between variables purchase intention with influencer object being Natasha Surya a...

This study develops a multilevel framework that connects customer-to-customer (C2C) interaction quality to brand attachment through customer experience. Two food traits—uniqueness and taste—and service are posited play different roles in this link. research contributes the literature on effects of traits experience creation process at upscale restaurants. By including both objective measures fr...

This study aims to: (1) introduce the concept of resilience to negative electronic word mouth (eWOM); and (2) examine a process model from self-congruity, brand attachment, prestige, eWOM using moderation mediation model. A time-lag approach was conducted collect data, involving 312 students two universities in Jakarta. Moderation hierarchical regression macro is used test hypothesis. The resul...

the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...

Engagement has been recognized as one of the most influential aspects an organization or company. It originally emerged a concept in organizational behavior and human resource management literature, it is known to predict individual commitment, extra-role behavior, other positive outcomes organizations. The purpose this study understand influence customer engagement brand attachment increasing ...