The sustenance of the Social Networking Site (SNS)-based brand communities relies on user retention and their active participation. Therefore, understanding the intrinsic aspects of user behavior in such communities is important for devising strategies to ensure user retention and active participation. Especially, information about the elements that induce flow experiencesdthe intrinsically enj...

Unscrambling an anagram prior to making a recognition judgement about that target word or an unrelated word increases one’s claims of having seen the target word before (the revelation effect). We examined whether a revelation effect would occur with brand name recognition and preference. When participants had to solve an anagram prior to seeing a target brand, they were more likely to claim to...

This study examined the effects of congruity and proximity on game players’ brand memory, attitude toward the brand, and resources available at encoding for advergames. A 2(congruity) x 2(proximity) x 2(advergame) repeated-measures experiment was used. Implicit memory was measured using a word-fragment completion task while explicit memory was measured using a recognition test. Attitude toward ...

As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative and quantitative methods regarding bran...

Penelitian ini bertujuan untuk mengkaji pengaruh brand experience, customer engagement, dan trust sebagai prediktor loyalty, juga memahami peran mediasi dalam prediksi engagement terhadap loyalty serta experience loyalty. merupakan penelitian deskriptif dengan pendekatan cross-sectional proses pengumpulan data. Terdapat sebanyak 211 kuesioner valid yang terkumpul metode non-probability sampling...

The study focuses on Millennials in Bekasi City to examine the relationship between brand experience, trust, love and loyalty. This uses a quantitative approach with convenient sampling survey methods collect data from 100 respondents. In this study, are analyzed using structural equation modeling (SEM) Smart PLS software. Findings show that experience trust have positive impact love. Furthermo...