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Keywords: Consumer-brand engagement
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (10): 2370–2385.
Published: 12 January 2022
... 30 11 2021 30 11 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media influencer Consumer-brand engagement Influencer engagement COBRAs Consumer online brand-related activities Social media influencers (SMIs...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (10): 1994–2018.
Published: 04 March 2021
..., electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn. Design/methodology/approach The research model is tested for wearable healthcare technology, a smart-technology product. Data...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (3): 695–720.
Published: 01 April 2020
...Man Lai Cheung; Guilherme Pires; Philip J. Rosenberger Purpose This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge. Design...
