Along with companies’ increasing engagement on microblogging sites, how to leverage the marketing potential of this kind of social platform remains an important concern for many marketers. The purpose of this research is to address this gap by exploring the effect of brand personality on brand loyalty in companies’ microblogs. Building upon prior research on brand personality, consumer satisfac...

The purpose of this study is to explore the brand loyalty of Samsung electronics focusing the special part of south Punjab of Pakistan (Bahawalpur and Multan).This projected model is examines major variables moderating the relationships of, brand trust, service quality, brand credibility, customer satisfaction, brand image with these challenging models of the relationships amongst the impact of...

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...

Most of previous studies on mobile banking focus on the initial adoption by drawing upon the technology acceptance theories, while the post-adoption issues (e.g., loyalty) have been rarely examined. To fill this research gap, based on brand equity theory and symbolic value theory, we propose a research model to articulate the relationship between technology leadership, brand equity, and custome...

Although research into consumer participation in online brand communities has grown in recent years, still little is known about how membership in a Facebook brand community is related to brand loyalty. This study tests the direct and indirect effects of brand community engagement, electronic word-of-mouth (eWOM) intention, and community promotion behavior on attitudinal loyalty, repurchase int...

This paper explores the role of brand loyalty and social media in ecommerce interfaces. A survey consisting of 118 respondents was contacted to address the questions relating to online shopping and brand loyalty. Link between the frequency of access and time spent on an e-commerce user interface, and brand loyalty, gender and age profile differences, and the role of social media to branding and...

In deciding what brand to buy consumers trade off between how valuable each brand is to them and its price. Scanner data based brand choice models that evaluate this trade off and allow for unobserved heterogeneity are a very popular topic. We extend this line of research by explicitly incorporating brand preferences rather than just utilizing brand specific constants and past purchase behavior...

With the growth and competition of the smartphone industry, developing a better understanding of what drives consumers’ loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore, this study also explore...

the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...