...: first, content analysis classified participants based on their brand relationship and engagement level, resulting in a taxonomy of online brand engagement. In the second phase, a data-driven coding scheme analyzed the arguments of participants who switched from brand-unfriendly to brand-friendly...

...-emotional connectivity Brand engagement Focus group discussion In a brand crafting process, the first step is to build brand awareness. In this competitive market, where consumers have several options to choose from, the higher the brand awareness level, the higher the chances those consumers...