What Drives Brand Attachment?
Brand attachment has been regarded as a key requisite in a brand’s success and performance. Consequently, it is important to understand on how to build stronger brand attachment. Brand Read More »
Author: Arnold Japutra, Yuksel Ekinci, Lyndon Simkin
Contributor: eb™ Research Team
Self-Categorization, Community Affective Commitment, And Community Self-Esteem In Virtual Brand
Drawing on social identity theory, this study develops a conceptual model of building brand commitment in virtual brand communities (VBCs). This research distinguishes between cognitive, affective, Read More »
Measuring Affective Commitment To The Employer Brand
The increasing importance of the relationship between an employee and his/her employer, has, in the last two decades, fuelled the application of marketing principles to human resource management, Read More »
Author: Susana Fernández-Lores, Francis Blasco, Maria Avello, Diana Gavilan
Contributor: eb™ Research Team
Why Do Customer Attitudes Towards Loyalty Programs Matter A Lot?
Recent figures show that, unless rising number of enrollments, consumers become less active and engaged with their loyalty programs (LPs). Firms tend to spend more time and money in enrollment Read More »
Is Brand Loyalty Decline A Buzz-Word Or An Empirical Fact? A Longitudinal Analysis Of Repeat
This research examines long-term loyalty change in a wide variety of packaged good categories in the UK and USA, over time periods between six to thirteen years. The study uses φ, expressed as S, Read More »
Author: Lars Meyer-Waarden, John Dawes, Carl Driesener
Contributor: eb™ Research Team
