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Ângela Leite, Anabela Rodrigues and Sílvia Lopes
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive...
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Diana Rodrigues, Bruno Sousa, Sofia Gomes, José Oliveira and Eunice Lopes
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges assoc...
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Ayben Ceyhan,Ugur Yozgat
Pág. 76 - 85
Brand love has become an important concept in both the academic and business worlds. There are some studies in the literature conducted on consumers regarding the brand love, but no study focuses on brands that consumers are in love with. Therefore, to a...
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Ria Maharani Ridhwan, Wahdiyat Moko, Djumilah Hadiwidjojo
Pág. 132 - 138
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Rizqi Nurfitriana,Surachman Surachman,Ananda Sabil Hussein
Pág. 105 - 116
Industrial cosmetics growth has increased every year. This situation makes a tight competition among the Cosmetic companies. Cosmetic companies try to create customer loyalty so they could sustain their business. Prior studies have examined variables tha...
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Rahmawati Azizah MT 10.21831/economia.v15i1.24068
Pág. 135 - 158
AbstractThis research aims to examine the effect of perceived brand quality and brand personality on brand fondness with memories as moderator. This study examines the effect of independent variables on dependent variable with memories as moderating vari...
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DAVID AMANI
Pág. 25 - 40
Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side i.e. supportive loyalty compared to negative side i.e. oppositional loyalty. However, theoretically positive (supportive) loyalty cannot be explained exc...
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María Cristina Otero Gómez,Wilson Giraldo Pérez
Pág. 7 - 13
This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample ...
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Muhammad Hassan,Arslan Rafi,Syed Sibtain Kazmi
Pág. 232 - 238
The purpose of this study is to extensively identify the impact of variables that tend to make the customers into advocates. Today companies have to focus on customers more frequently and consistently than they focus on advertisements and promotions beca...
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