Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 12 of 12 for “"Brand engagement"”.
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B2B brand engagement in social media: The employee's perspective
Brand engagement, or the process of how customers and other stakeholders form emotional or rational attachments to brands has garnered considerable attention in the marketing literature in recent years. Brand engagement is important because it is a construct strongly related to brand equity, or in …
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Exploring City Brand Engagement: Uncovering the Values of Engaged Stakeholders in Budapest
… conscious and socially responsible. • Place Branding Reimagined: Place branding, once driven by marketing strategies, faces ethical and identity-related criticisms. The research seeks to redefine this practice with a more inclusive and sustainable approach, respecting the cultural and …
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Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
… explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The …
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Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
… explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The …
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Exploring the Effect of Digital Brand Engagement in Self-Concept (BESC) on the Continued Usage of Branded Digital Possessions
… This research focused specifically on consumer brand engagement with branded Smartphone Applications to study the effect of users’ self-concept on the continued usage of digital possessions. The exploratory research approach involved two studies, taking a multi-phase mixed methods approach, …
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What’s In It For Me? Consumer Perceived Value of Marketing Activities as a Driver of Consumer Brand Engagement on Social Network Sites.
… of promoting and communicating about a focal brand to consumers, attracting and building relationships with consumers, and increasing sales. However, an effective social network strategy is much more complex than simply having a Facebook page to which companies occasionally post. The …
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Exploring how Generation Y consumers engage with human brands: does it differ from how they engage with traditional brands?
Traditionally, brands have been known as cues that identify or distinguish products, businesses, services, or organisations. More recently, researchers have established that brands can also be human, yet to date very little literature has explored the concept of human brands. For the purpose of …
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The effect of social media marketing on brand awareness, engagement, and customer value in South Africa : a stimulus-response perspective
… most significant opportunities for marketers and brands. With more consumers using SC to purchase goods and services, socialise and seek information, it has become necessary for brands to understand those aspects within the SC environment and what attracts consumers to their brands. Leveraging …
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Doing well by doing good? Exploring how corporate social responsibility initiatives impact consumer behavior
Brands now widely implement corporate social responsibility (CSR) initiatives to respond to the call for businesses to contribute to societal welfare. The extant marketing research has focused on the economic benefits of brands communicating their efforts in CSR initiatives to consumers. However, …
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Integration: A new design model for apparel and retail environments
… digital and social media platforms? And how has brand engagement and communication with their customer community evolved with respect to the development of digital technologies? The title of this PhD by public works, Integration, describes the key approach to my new model, which delivers …