Zobrazeno 1 - 10
of 41
pro vyhledávání: '"Juhi Gahlot Sarkar"'
Publikováno v:
Asia Pacific Journal of Marketing and Logistics.
PurposeThis research investigates how advergame design elements (fantasy vs realistic advergame experiences) may impact players' brand patronage (BP), under the influence of mediators (hot and cold brand relationship quality [BRQ]) and moderators (ad
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::62f5df8e35a3572171a2997ff7f19c53
https://doi.org/10.1108/apjml-01-2023-0027
https://doi.org/10.1108/apjml-01-2023-0027
Autor:
Abhigyan Sarkar, Juhi Gahlot Sarkar
Publikováno v:
Asia Pacific Journal of Marketing and Logistics, 2016, Vol. 28, Issue 2, pp. 180-197.
Externí odkaz:
http://www.emeraldinsight.com/doi/10.1108/APJML-06-2015-0095
Publikováno v:
European Journal of Marketing. 56:2649-2676
Purpose This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game theory, this research scrutinizes how advergame format (cooperative vs no
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::9b8c77ffb8a07ed7af378262ae94ab54
https://doi.org/10.1108/ejm-10-2021-0798
https://doi.org/10.1108/ejm-10-2021-0798
Autor:
Abhigyan Sarkar, Juhi Gahlot Sarkar
Publikováno v:
Information Technology & People. 36:661-682
PurposeThis research aims to extend brand relationship theory to the domain of online gaming by augmenting the understanding of the role played by fantasy state in digital game in impacting gamers' immersive relationships with digital game brands. In
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::94f492ff1f52773b8221581b375c8e22
https://doi.org/10.1108/itp-11-2020-0809
https://doi.org/10.1108/itp-11-2020-0809
Publikováno v:
Information Technology & People. 36:532-563
PurposeThis study aims to examine the underlying antecedents and psychological mechanisms through which brand's communication of sustainable business practices in social media influences consumers' responsible consumption behaviour and brand relation
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::b7ecba044c3d1dcaf588e6f2d1129c9c
https://doi.org/10.1108/itp-01-2021-0044
https://doi.org/10.1108/itp-01-2021-0044
Autor:
Juhi Gahlot Sarkar, Abhigyan Sarkar
Publikováno v:
Journal of Consumer Marketing. 39:55-65
Purpose This research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the mediation of narcissistic brand love. It also tests moderation of g
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::eb9807126413cfef51174490950ba4ea
https://doi.org/10.1108/jcm-09-2020-4106
https://doi.org/10.1108/jcm-09-2020-4106
Publikováno v:
Young Consumers, 2015, Vol. 16, Issue 3, pp. 264-280.
Externí odkaz:
http://www.emeraldinsight.com/doi/10.1108/YC-12-2014-00499
Publikováno v:
Event Management. 25:565-580
The purpose of this article is to propose and empirically test a conceptual model showing the effect of consumer responses (cognitive and emotion) towards tie-in brand purchase intention in event sponsorships. Tie-in brand refers to the brand that is
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::74cacc9540624b77a0f0fbf131e9d833
https://doi.org/10.3727/152599520x15894679115574
https://doi.org/10.3727/152599520x15894679115574
Publikováno v:
International Journal of Retail & Distribution Management. 50:36-54
PurposeThe purpose of this study is to empirically examine the impact of technology-enabled service co-creation on patients' service patronage behaviour in healthcare retailing. The first objective is to examine the mediating roles of spatial presenc
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::52136ccf6b7530d5b3841ecb9bc808fc
https://doi.org/10.1108/ijrdm-12-2020-0514
https://doi.org/10.1108/ijrdm-12-2020-0514
Publikováno v:
Journal of Business Research. 121:686-695
The present study investigated the impact of service denial on other customers’ perception of the service provider in a shared service context. Drawing on other customer perception and brand relationship quality literature, we examined when and how
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4ef8f9f9b6268ea04d5e0efbdd1a4c50
https://doi.org/10.1016/j.jbusres.2020.02.036
https://doi.org/10.1016/j.jbusres.2020.02.036