[PDF] Top 20 The impact of youtube brand’s channels on brand related attitudes: affective commitment, affective brand loyalty and purchase intention

... in the marketing field have been looking to further explain the relationships among brands and ...consumers. The topic of brand engagement has been studied to try to explain why ... See full document

... Endorsements on YouTube are no longer just the ones we familiarized in past, such as skippable ads before watching the chosen ...types of endorsements they can implement on ... See full document

... 19 The Oliver (1999) framework follows four loyalty phases, where the consumer becomes loyal at each attitudinal phase to different elements, based on the attitude development ... See full document

... be the difference between overall brand preference and multi-attributed preference based on objectively measured attribute levels 43 and as an overall quality and choice ... See full document

... valuable and less consistent, especially in the online ...sense, the supplier seeks to make a website visitor into a satisfied customer and a satisfied customer into a loyal customer as a ... See full document

... how brand heritage influences the relations between consumers and brands, this research aims to test this construct as a determinant of the self-reinforcing elements (enticing, ... See full document

... about the topic have essentially focused on commonly purchased low inherent risk products (Srivastava et ...Cognitive and Affective brand trust antecedents in the context ... See full document

... For the descriptive statistics, four leading indicators are essential: standard deviation, mean, kurtosis, and ...Also, the Kolmogorov-Smirnov and Shapiro-Wilk will be analyzed to check ... See full document

... satisfação (Van Doorn, 2009; Brodie, 2011a) e da brand loyalty (doravante designado por BL) (Bowden, 2009; Hollebeek, 2011a; Brodie et al., 2011a; Vivek et al., 2012). Segundo Van Doorn et al. (2010) o CEB ... See full document

... any of four broad target markets: visitors, residents and workers, business and industry, and export markets” (Kotler et ...In the case of Ria de Aveiro, we had two main targets: ... See full document

... Since the topic of this research is about S-D logic, it is important to begin by presenting a brief outline of this meta-theoretical stance to marketing, which, according to its ‘founding ... See full document

... replicate and build on previous research findings ...mediators. The first model tested the impact of the two independent dimensions of brand gender, namely ... See full document

... In the context of customer engagement principles, customers are thought to make proactive contributions to brand interactions, rather than act as passive recipients of ... See full document

... experiences and opinions through blogging, vlogging or creating short-form content like Instagram or ...base of followers, a practice called influencer marketing. The same authors reported that ... See full document

... Intentions of purchase significantly are concentrated by the attitude of customers instead of other instruments such as factors or demographics of economy ...presented the ... See full document

... to the decision point. During this decision process the consumer runs through several steps – what type of good to purchase; what will be the quantity purchased; when and where ... See full document

... o Brand Engagement e o Brand Equity relacionado com as marcas amadas, pois estimulam não apenas a comunicação word-of-mouth positiva como também a disposição de continuar a comprar a marca, mesmo ... See full document

... for the first determinant of the brand attachment, it is achieved with the help of pleasures (hedonic and aesthetic) that the brand gives to the ... See full document

... part of their communication ...understand the role of SNS in the communication mix through further investigating their effects on brands and acknowledging their influencing ... See full document

... is the most important element of brand identity, the one that maintains the brand ...case the image is the result desired by the organizations and ... See full document