Journal of Convention & Event Tourism, Год журнала: 2024, Номер unknown, С. 1 - 30
Опубликована: Сен. 24, 2024
Язык: Английский
Journal of Hospitality and Tourism Management, Год журнала: 2024, Номер 60, С. 393 - 404
Опубликована: Сен. 1, 2024
Язык: Английский
Процитировано
4
Journal of Research in Interactive Marketing, Год журнала: 2025, Номер unknown
Опубликована: Фев. 22, 2025
Purpose Interactivity is the key to developing digital branding. However, existing research on brand interactivity outcomes inconsistent and fragmented, lacking a systematic empirical exploration of its effects consumer responses in context. Design/methodology/approach Drawing upon cognition-affection-conation (CAC) framework as our theoretical compass, meta-analysis was conducted synthesize analyze evidence from 144 samples involving 57,952 participants assess how when influences consumers’ multilevel responses. Findings Our narrative unfolds with catalyst, fostering positive behaviors – loyalty purchase intention through sequential dance cognitive mindset shifts (brand experience, engagement attitude) affective resonance (trust emotional attachment). A moderation analysis adds depth, revealing stronger B2C settings for lesser-known brands hedonic interaction content among individuals collectivist orientation. Practical implications findings serve roadmap targeted marketing strategies, guiding brands, consumers contextual aspects optimize performance branding by harnessing full potential interactivity. Originality/value This study introduces combining CAC brand-consumer psychology understand affects contexts. It delves into dynamic moderated characteristics, traits factors, offering holistic view branding’s impact interactive marketing.
Язык: Английский
Процитировано
0
Journal of Travel & Tourism Marketing, Год журнала: 2025, Номер 42(3), С. 307 - 320
Опубликована: Март 3, 2025
Язык: Английский
Процитировано
0
Future Business Journal, Год журнала: 2025, Номер 11(1)
Опубликована: Апрель 7, 2025
Abstract The current study adopts a unique approach in investigating the effect of destination brand equity and local on loyalty loyalty. It examines direct influence both loyalty, as well mediation role these relationships. Furthermore, it delves into moderated moderation age number visits, providing comprehensive understanding complex relationships marketing. A survey was adopted. Two hundred fifty-four valid questionnaires were analysed. self-administered questionnaire adopted to collect data from tourists who visited Egypt via an online survey. results underscore significant influences They also highlight positive effects show that has executives marketers country’s institutions (e.g. ministry tourism) brands should increase their efforts towards enhancing equity. Finally, through is more pronounced when tourist’s younger, rather than being older. Therefore, practitioners focus younger they develop campaigns activities about brands.
Язык: Английский
Процитировано
0
Journal of Travel & Tourism Marketing, Год журнала: 2024, Номер 41(9), С. 1262 - 1279
Опубликована: Ноя. 8, 2024
With massive coffee sales comes a detrimental environmental impact due to high disposable cup usage. This study examined how Starbucks portable design and concerns shape green purchase intention by extending the TPB model. Structural analysis revealed that aesthetics, symbolism, functionality, influenced consumer attitudes, contributing alongside perceived behavioral control subjective norms within framework. Multigroup found symbolism has stronger on females' while functionality males' attitudes. Additionally, attitude mediated effects of intention.
Язык: Английский
Процитировано
2
Journal of Convention & Event Tourism, Год журнала: 2024, Номер unknown, С. 1 - 30
Опубликована: Сен. 24, 2024
Язык: Английский
Процитировано
0