BRAND SENSUALITY & BRAND AFFECT: OS SEUS ANTECEDENTES E CONSEQUENTES
نویسندگان
چکیده
منابع مشابه
The Influence of Website Environment on Brand Loyalty: Brand Trust and Brand Affect as Mediators
Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect. Though antecedents of brand affect and trust have received attention, the relationship among these antecedents, brand affect and brand trust still remains unclear. Therefore, this study ...
متن کاملDoes Loving a Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations
Vol. XLII (November 2005), 495–506 495 © 2005, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Catherine W.M. Yeung is an assistant professor, Department of Marketing, NUS Business School, National University of Singapore (e-mail: [email protected]). Robert S. Wyer Jr. is a professor, Department of Marketing, Hong Kong University of Science and Technology (e-mail...
متن کاملBrand Engagement and Brand Loyalty
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
متن کاملBrand Valuation Brand Valuation By
The brand is a very special asset and in many businesses it is the most important asset. This is due to the farreaching economic impact that brands have on enterprise. Brands influence the choice of customers, employees, investors and government authorities. In a world of abundant choices such influence is crucial for commercial success and creation of shareholder value. Even non-profit organis...
متن کاملBrand Engagement and Brand Loyalty
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Revista Gestão em Análise
سال: 2019
ISSN: 2359-618X,1984-7297
DOI: 10.12662/2359-618xregea.v8i3.p83-101.2019