Consumer-brand identification and consumer engagement in social media brand communities (SMBC) are two of the concepts most highlighted recent studies, as benefit facilitators. This study addresses importance these their interaction effect on loyalty fast-moving goods (FMCG) category. The results quantitative show that FMCG, SMBC is driven by information searching, passion, feelings community c...

To enrich the limited and recent work existing about relational phenomena in the consumer-brand domain, the authors focus on the concept of Brand Trust. The non-existence of a wider accepted measure of this concept is surprising due to the fact that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship and, (2) it is the most important attribute any bra...

Sebagai salah satu toko yang memproduksi dan mendesain barang sendiri, brand fashion “serupa apparel” perlu melakukan analisa kebutuhan peminatan pasar terhadap desain akan dijual. Brand berusaha analisis minat konsumen desain-desain dipasarkan. Pada kegiatan ini, tim pengusul memanfaatkan software social mention guna mencari menganalisis sentiment, strength, passion serta reach dari hasil revi...

Abstract An underdog brand is a with humble resources that competes passion and determination against competitors dominate market. Numerous anecdotal examples few research articles of brands exist, yet the understanding what an how can use effect still limited. Considering relevance management for practice, purpose our article to distill components concepts “underdog brand” “the effect” propose...

In the fourth technology revolution, influencer marketing is an essential kind of digital marketing. This uses identified influencers to viral information products target customers. It useful support brands exposed more valuable online consumers. The campaign needs a management system manage on social network. helps increase efficiency campaign. paper proposes for campaign, called ADVO system. ...

The dualistic model of passion was investigated in a work context. This model states that individuals may develop either a harmonious or obsessive passion for a valued activity. We hypothesized that harmonious passion for work would be positively related to job satisfaction through higher perceptions of belongingness at work. Results from a survey conducted with 278 Norwegian employees showed t...

Vallerand et al. (2003) developed a theoretical framework of passion where two types of passions are proposed: obsessive and harmonious passion. Obsessive passion is characterized by an internal pressure that pushes the person to engage in the passionate activity, whereas harmonious passion is characterized by the person’s choice to engage in the activity. The goal of the present study was to e...

Introduction. – Passion as a concept but also as a way of life seems to generate an ever-growing interest among researchers and even employers. The Dualistic model of Passion (Vallerand et al., 2003) has suggested that passion could take two distinct forms: harmonious or obsessive passion. However, the debate still remains open on the factors (contextual or dispositional) that are likely to inf...