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TY - JOUR. T1 - Influencer marketing. T2 - Brand control, commercial orientation and post credibility. AU - Martínez-López, Francisco J. AU - Anaya-Sánchez, Rafael
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May 14, 2020 · 1. Introduction. A brand community is a non-geographical, specialised community, with a structure established around the social relationships of brand enthusiasts (Muñiz and O’Guinn, 2001).The increase in online brand communities (OBC) and their possible influence on brand success have led researchers and marketing professionals …
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Nov 1, 2023 · 1. Introduction. The first reference to “brand personality” (BP) in a scientific article was made by Aitken et al. (1987).In the following decade, Aaker and Fournier (1995) suggested that BP is an instrument of differentiation that might increase brand value. The most prominent definition of BP, proposed two years later by Aaker (1997), suggests …
Oct 17, 2023 · a The School of Marketing & Reputation, University of Reading, Reading, RG6 6UR United Kingdom; Email: [email protected] b Department of Business Management, University of Málaga, 29013 ...
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Sep 4, 2023 · 2.3 Effort and performance expectancy. In addition to the four dimensions of perceived value, the literature identifies other reasons/factors that positively influence intention to use AI-powered devices, among the more important of which are the two utilitarian attributes of effort expectancy and performance expectancy (Lim et al., 2022; …
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