...Siddik Bozkurt; David Marius Gligor; Barry J. Babin Purpose The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases, referrals, influence and knowledge) while accounting...

... behaviour is most likely to occur and the impact of susceptibility to interpersonal influence on the decision to hide. Design/methodology/approach – Two experiments were conducted using a combination of student and adult samples. Analysis of variance and regression analyses were used to test...

... equity. This leads to a re‐conceptualisation of the politician's brand vis‐à‐vis the political party brand. © Emerald Group Publishing Limited 2010 Politics Brand equity Consumers Influence The following section establishes the role of the community as this is key...

... of interest over a period of two weeks. Findings Children's influence is stronger in earlier stages of the innovation buying process, based on different communication strategies with differing effects on their parents' purchasing behaviour. Practical implications This paper helps marketers tailor...

... studies the effects of WOM in the context of service provider switching. An empirical study is presented which researches whether perceived influence of a switching referral is related to subsequent switching behaviour, and whether the variables that have an effect on perceived influence of the switching...

... image in the marketplace. The lack of current influence of corporate marketing is reflected in the absence of a chief marketing executive (CME) on the main board. The other element is the role of the buyer and the trading departments. The trading department is found to be highly influential. Buying...