Zobrazeno 1 - 10 of 52 pro vyhledávání: '"Guilherme D. Pires"'
1
The role of social media elements in driving co-creation and engagement
Autor: Wilson K.S. Leung, Man Lai Cheung, Man Kit Chang, Philip J. Rosenberger, Guilherme D. Pires
Publikováno v: Asia Pacific Journal of Marketing and Logistics. 33:1994-2018
PurposeThe purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::9b06d6cf90bb1514af1a25c7c4faa3de
https://doi.org/10.1108/apjml-03-2020-0176
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2
A cross-cultural case study of consumers' communications about a new technological product
Autor: Sérgio Moro, Paulo Rita, Paulo Cortez, Guilherme D. Pires
Publikováno v: Repositório Científico de Acesso Aberto de Portugal
Repositório Científico de Acesso Aberto de Portugal (RCAAP)
instacron:RCAAP
Moro, S., Pires, G., Rita, P., & Cortez, P. (2020). A cross-cultural case study of consumers' communications about a new technological product. Journal of Business Research, 121(December), 438-447. [Advanced online publication on 16 august 2018] Link
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::888767b6bc24bccb778786dfa3a1899f
https://doi.org/10.1016/j.jbusres.2018.08.009
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3
Driving COBRAs: the power of social media marketing
Autor: Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger, Mauro José de Oliveira
Publikováno v: Marketing Intelligence & Planning. 39:361-376
PurposeThis study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online brand-related activities (COBRAs) and their related outcomes, in
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::ad5bca717331448bd0ee681d9a9ab60a
https://doi.org/10.1108/mip-11-2019-0583
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4
Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong
Autor: Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger, Hiram Ting, Wilson K.S. Leung
Publikováno v: Australasian Marketing Journal. 29:118-131
Despite promising conceptual developments in value co-creation and consumer-brand engagement (CBE), the scholarly attention afforded to the importance of social media marketing (SMM) activities in strengthening consumers’ intention for value co-cre
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::89fa22a54ef8816022fd02c5dad757ee
https://doi.org/10.1016/j.ausmj.2020.03.006
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5
Driving consumer–brand engagement and co-creation by brand interactivity
Autor: Philip J. Rosenberger, Man Lai Cheung, Mauro José de Oliveira, Guilherme D. Pires
Publikováno v: Marketing Intelligence & Planning. 38:523-541
PurposeThis paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.Design/met
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::a0a6cc60ce00c331ff608c42dd9204de
https://doi.org/10.1108/mip-12-2018-0587
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6
The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge
Autor: Philip J. Rosenberger, Guilherme D. Pires, Man Lai Cheung
Publikováno v: Asia Pacific Journal of Marketing and Logistics. 32:695-720
PurposeThis paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.Design/methodology/appr
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::e6fc9f276c48c2e8187b9e0c8da94cfe
https://doi.org/10.1108/apjml-04-2019-0262
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7
Customer satisfaction with sommelier services of upscale Chinese restaurants in Hong Kong
Autor: Carol Chan, Man Lai Cheung, Tommy Lau, Guilherme D. Pires
Publikováno v: International Journal of Wine Business Research. 31:532-554
PurposeThe abolishment of the wine tax in Hong Kong has led to increased wine consumption and increased demand for wine-related professionals, such as sommeliers. Yet the importance of sommeliers’ value-adding performance in the context of upscale
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::417e3761be290acf5d1aee9741dd39a9
https://doi.org/10.1108/ijwbr-10-2018-0060
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9
The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions
Autor: Guilherme D. Pires, Man Lai Cheung, Philip J. Rosenberger, Mohamad-Noor Salehhuddin Sharipudin, Wilson K.S. Leung
Publikováno v: Journal of Retailing and Consumer Services. 61:102574
Grounded on service-dominant logic (S-D logic), a vital issue for marketers is to understand how the multiple approaches encouraging consumer participation (CP), as manifested by consumer-consumer interaction (CCI) and consumer-brand interaction (CBI
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::10608b1cf905e56337dbc6edddad3f3a
https://doi.org/10.1016/j.jretconser.2021.102574
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10
Brand liking and consumer gratitude effects on consumer-brand love relationships and repurchase intention
Autor: Guilherme D. Pires, Prapatsorn Suetrong
Publikováno v: International Journal of Economics and Business Research. 21:458
This paper extends understanding of consumer-brand love relationships by examining the effects of brand likeability and consumer gratitude, as antecedents of brand love, on brand love creation and consumer repurchase intention. This is examined for s
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::664f8724c696ed2179aeb76252f218b5
https://doi.org/10.1504/ijebr.2021.115504
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