Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and improving social knowledge, while Instagram user...

We propose a Laplacian structured sparsity model to study computational branding analytics. To do this, we collected customer reviews from Starbucks, Dunkin’ Donuts, and other coffee shops across 38 major cities in the Midwest and Northeastern regions of USA. We study the brand related language use through these reviews, with focuses on the brand satisfaction and gender factors. In particular, ...

Brand community engagement in the virtual environment during a brand crisis has gained attention from firms and marketing scholars due to innovative technologies. However, there is limited empirical insight into its antecedents consequences. This study, grounded signaling social identity theories, introduces relationship between endorser credibility, engagement, consumer identification as pro-a...

The paper proposes to start brand image research from scratch. It is argued that presently applied measurement methods hold an overly reliance on the presence and relevance of certain kinds of associations in consumer memory. First, the concept of brand representation is introduced, grounded on frame theory. Next, activation cues and evaluation context are elaborated upon in the paper, as these...

This paper is an overview of the structure of Radio Frequency Identification (RFID) systems and radio frequency bands used by RFID technology. It also presents a solution based on the application of RFID for brand authentication, traceability and tracking, by implementing a production management system and extending its use to traders. Keywords—Radio Frequency Identification, Tag, Tag reader, T...

It has been recognized that there is a need for new research area concentrates on perceptions rather than reactions. The present study proposes conceptual framework to incorporate consumer-perceived ethicality (CPE) and its influence brand identification. Also, this measure the mediating of identification consumer image commitment. A nonrandom sampling procedure was employed, yielding total 368...

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...