Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration integrated interaction) congruity self-brand image value congruity) towards customer engagement; as well impacts of engagement behavioural loyalty repurchase intention positive WoM). Adopting convenience snow-ball sampling...

This paper investigates the antecedents and the behavior of Lead Users in the Microsoft brand community (MBC). Lead users in the MBC are called Microsoft Most Valuable Professionals (MVP). The group of MVPs is highly regarded as a very valuable resource within the Microsoft brand community, and their opinion strongly influences innovations in the MBC. MVP activities are center within the Micros...

This study aims to analyze the influence of electronic word mouth (E-WOM) and celebrity endorsers on purchase decisions through brand image as an intervening variable (study Emina Cosmetics consumers). The population used in this were consumers Cosmetics. research a type questionnaire that Google Form tool. method is non-probability sampling technique with purpusive method. sample was 80 respon...

Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years. Indonesians are increasingly turning to OTT for their favorite shows. Nearly one three now stream OTT. Indihome TV, is a Video Over The Top application service that allows users experience IndiHome TV on various devices. PT. Telkom’s development of its own platform, such as crucial maintaining competitive ed...

a r t i c l e i n f o Over the last decade, educators, administrators, and policy makers increasingly focus on corporate social responsibility. However, no studies examine the relationships among corporate social responsibility, brand equity, and firm performance. This study uses quantile regression and structural equation modeling to explore the causal linkages among these factors in Taiwanese...

This article explores how brand equity clinic De Votre Peau can mediate the effects of surveillance, social interaction, information sharing, compensation, and entertainment on intention to return. Research this kind is quantitative. Purposive sampling was utilized in technique, with 200 respondents total. According study's findings, positively significantly impacted by contact, entertainment, ...

The goal of this study was to examine the relationship between brand awareness, association, perceived quality, and loyalty consumer preference, as well purchase intention. Additionally, it examined preference interest in purchasing an intervention variable. research conducted purposefully from November December 2022. Data sources were obtained through online survey results (primary data) liter...

The pandemic has opened the opportunity for local skincare brands to launch their variants in social media. proliferation of communication about and its media provides consumers with sufficient even overload information make purchase decision. from preferred brand also other might create confusion among have impact intention skin care Indonesia. Using TPB theory dimensions equity as antecedent ...