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Research article

First published 2025

Enhancing Consumer Social Media Brand Engagement: An Examination of the Interactive Influence of Perceived Utilitarian and Hedonic Benefit

Re-an Müller, Isaac Sewornu Coffie, Natasha de Klerk [...]

Business Perspectives and Research

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Research article

First published 2014-5

Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction

Lauren I. Labrecque

Journal of Interactive Marketing

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Research article

First published 2021-4

The Interaction Effects of Online Reviews,Brand,and Price on Consumer Hotel Booking Decision Making

Ji Wen, Zhibin Lin, Xin Liu [...]

Journal of Travel Research

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Research article

First published 2012-11

Interactivity in Brand Web Sites: Cognitive,Affective,and Behavioral Responses Explained by Consumers’ Online Flow Experience

Guda van Noort, Hilde A.M. Voorveld, Eva A. van Reijmersdal

Journal of Interactive Marketing

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Research article

First published 2014-11

Effect of Experiential Value on Consumer-Based Brand Equity: An Interactive Device Perspective

Abhishek Mishra

Management and Labour Studies

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Research article

First published 2017-11

Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

Marina Puzakova, Hyokjin Kwak

Journal of Marketing

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Research article

First published 2014-12

Brand interactivity and its effects on the outcomes of advergame play

Joonghwa Lee, Hyojung Park, Kevin Wise

New Media & Society

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Research article

First published 2021-3

Brand conversation: Linguistic practices on social media in the light of face-work theory

Andria Andriuzzi, Géraldine Michel

Recherche et Applications en Marketing (English Edition)

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Other

First published 2009-06

The political brand: A consumer perspective

Gareth Smith, Alan French

Marketing Theory

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Research article

First published 2016

How to Mix Brand Placements in Television Programmes to Maximise Effectiveness

Nathalie Dens, Patrick De Pelsmacker, Peter Goos [...]

International Journal of Market Research

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