Using a database of 11,001 unique sponsored search keywords, we investigate the relationship between the characteristics of keywords oriented around deal-seeking and brand-seeking and consumer search behaviors and buying propensities. On the basis of the search depth versus search breadth framework, we hypothesize that deal-seeking keywords elicit a search of greater breadth, whereas brand-seek...

Social media operates in the online environment, and the challenge is to enhance the end-user experience. The chapter asserts that the consumer experience and behaviour in the online (e.g. e-commerce) and offline environments have some commonality with social media. Building a successful brand online is a prerequisite for success, but fundamental to trusting brand beliefs is the ability to crea...

This research examines the role of winery tourism experience in formation brand image and loyalty. A qualitative analysis 2540 TripAdvisor reviews—a user-generated form electronic word mouth—of four wineries Okanagan Valley posted over six years (2014-2020) reveals not only Pine Gilmore’s (1999) categories consumer experiences (i.e., esthetics, education, entertainment, escape), but also an add...

The present study aims to investigate the impact of brand experience on engagement with mediating role love and trust. Within literature, there have been a select few studies that focused these factors in case Bank Melli Iran. To this end, approach was utilized which 384 customers Iran Sari (both male female) were selected based available non-random sampling method formula Cochran participate s...

lack of appropriate strategies to enhance brand equity of internet companies needs particular attention in iran. the aim of this research is to study factors influencing on the brand equity of internet companies. the study is descriptive-survey type. at first, different factors influencing on brand equity were defined. then the hypothesis was examined via regression analysis (partial least squa...