Add to ORKGThe article presents the main evidences of an ongoing research project aimed to explore, for some Italian cult brands, the drivers and contents of consumer brand engagement in a digital environment. Also the empirical study of the consumer engagement involves the brand Alfa Romeo and it is carried out in accordance with the social practice theory
Consumer engagement is a key concept that has already been addressed in marketing literature. While ...
The present study aimed to investigate the impact of social media marketing activities on consumer b...
Over the last decades, social media has become one of the most popular online activity among consume...
The article presents the main evidences of an ongoing research project aimed to explore, for some It...
The aims of the article are: to analyaze the spontaneous initiatives of digital brand enagement invo...
The arguments proposed in this article move in line with theoretical perspectives that consider the ...
The purpose of this thesis is to understand the role of consumer-brand engagement in a digital mark...
Online brand communities are considered important unconventional communication tools capable of sust...
Il consumer-brand engagement (CBE) è il nuovo obiettivo di marketing strategico da conseguire per qu...
The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiv...
The paper presents the results of a study, aimed at investigating the relationship between brands an...
This paper aims to demonstrate how consumers’ identification and engagement in social media brand co...
Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to...
Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to...
Consumer\u2013brand engagement (CBE) is a priority in the current marketing agenda. However, there i...
Consumer engagement is a key concept that has already been addressed in marketing literature. While ...
The present study aimed to investigate the impact of social media marketing activities on consumer b...
Over the last decades, social media has become one of the most popular online activity among consume...
The article presents the main evidences of an ongoing research project aimed to explore, for some It...
The aims of the article are: to analyaze the spontaneous initiatives of digital brand enagement invo...
The arguments proposed in this article move in line with theoretical perspectives that consider the ...
The purpose of this thesis is to understand the role of consumer-brand engagement in a digital mark...
Online brand communities are considered important unconventional communication tools capable of sust...
Il consumer-brand engagement (CBE) è il nuovo obiettivo di marketing strategico da conseguire per qu...
The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiv...
The paper presents the results of a study, aimed at investigating the relationship between brands an...
This paper aims to demonstrate how consumers’ identification and engagement in social media brand co...
Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to...
Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to...
Consumer\u2013brand engagement (CBE) is a priority in the current marketing agenda. However, there i...
Consumer engagement is a key concept that has already been addressed in marketing literature. While ...
The present study aimed to investigate the impact of social media marketing activities on consumer b...
Over the last decades, social media has become one of the most popular online activity among consume...