Title

S NO

Kim, HaeJung. "The

dimensionality of fashionbrand experience: Aligning
consumer-based brand equity
approach." Journal of Fashion
Marketing and Management:
An International Journal 16.4
(2012): 418-441.

Year

Author

2009

HaeJung Kim

Dwivedi, Abhishek, Lester W.

Johnson, and Robert E. McDonald.
"Celebrity endorsement, self-brand
connection and consumer-based
brand equity." Journal of Product &
Brand Management 24.5 (2015):
449-461.

2015

Abhishek Dwivedi,
Lester W. Johnson,
Robert E. McDonald

Frady, David. "Millennials' Personal

Connection with Brands via Social
Media Tools." (2016).

2016

DAVID FRADY

Golant, Benjamin D. "Bringing the

corporate brand to life: The brand
manager as practical author."
Journal of Brand Management 20.2
(2012): 115-127.

2012

Benjamin D.
Golant

Benoit-Moreau, Florence, and

Batrice Parguel. "Building brand
equity with environmental
communication: an empirical
investigation in France." EuroMed
Journal of Business 6.1 (2011): 100116.

2011

Florence BenoitMoreau, Be atrice

Parguel

Hatch, Mary Jo, and Majken Schultz.

"Toward a theory of brand cocreation with implications for brand
governance1." Journal of Brand
Management 17.8 (2010): 590-604.

2010

Mary Jo
Majken

Hatch,
Schultz

Kim, Angella J. Power of consumers:

Examining the influence of brandrelated user-generated content on
consumer response. Diss.
UNIVERSITY OF MINNESOTA,
2014.

2014

ANGELLA J. KIM

Zhang, Mimi, Bernard J. Jansen, and

Abdur Chowdhury. "Business
engagement on Twitter: a path
analysis." Electronic Markets 21.3
(2011): 161-175.

2011

Mimi Zhang &

Bernard J. Jansen &
Abdur Chowdhury

Rhodes, Amy. Synaesthetic Design

Expression: The Blending of the
Senses and its Implications on
Brand Expression. ARIZONA STATE
UNIVERSITY, 2015.

2015

Amy Rhodes

10

Alloza, Angel. "Brand engagement

and brand experience at BBVA, the
transformation of a 150 years old
company." Corporate Reputation
Review 11.4 (2008): 371-379.

11

Franzak, Frank, Suzanne Makarem,

and Haeran Jae. "Design benefits,
emotional responses, and brand
engagement." Journal of Product &
Brand Management 23.1 (2014): 1623.

12

Kaufmann, Hans Ruediger, Sandra

Maria Correia Loureiro, and Agapi
Manarioti. "Exploring behavioural
branding, brand love and brand cocreation." Journal of Product &
Brand Management 25.6 (2016).

2008

2014

2016

Angel Alloza

Frank Franzak,
Suzanne Makarem
and Haeran Jae

Hans Ruediger
Kaufmann
Sandra Maria
Correia Loureiro
Agapi Manarioti

13

Khan, Imran, Zillur Rahman, and

Mobin Fatma. "The role of customer
brand engagement and brand
experience in online
banking." International Journal of
Bank Marketing 34.7 (2016).

14

Czellar, Sandor, et al. Consumer

reactions to self-expressive brand
display. No. hal-00489413. 2009

15

De Vries, Natalie Jane, and Jamie

Carlson. "Examining the drivers and
brand performance implications of
customer engagement with brands in
the social media environment."
Journal of Brand Management 21.6
(2014): 495-515.

2016

Imran Khan
Zillur Rahman
Mobin Fatma

2009

DAVID E. SPROTT
SANDOR CZELLAR
ERIC R.
SPANGENBERG
DAVID RASKA*

2014

Natalie Jane De
Vries, Jamie
Carlson

Type of
Paper

Context

Objective

Theory

Research
Paper

First, it examines the

relation between brand
awareness and market
outcome. Second, it
Understandin explores the relation
g
between brand awareness
multifaceted and brand equity. Finally, it
fashioninvestigates the effects of
brand
marketing mix elements on Confirmatory
experience brand awareness.
factor analysis

Research
Paper

The purpose of this paper

is to examine the impact of
celebrity endorser
credibility on consumer
self-brand connection and
endorsed brand equity. A
conceptual model is
celebrity
developed, positioning
endorser
consumer self-brand
credibility on connections as a partial
consumer
mediator of the effect of
Associativeself brand
endorser credibility on
network
connection
endorsed brand equity.
memory theory

The purpose of this thesis

is to examine the
relationship between
Millennials engagement
Brand
with brands on social
Engagement media outlets and the
Conceptual between
relationship they have with
paper
millennials. brands they interact with.

Research
Paper

This article addresses one

of the major issues for
brand management: how
to persuade employees to
adopt corporate brand
values as their own and
live the brand as an
Employees authentic expression of
corporate
their personal and
brand values collective identity.

Research
paper

Using Kellers brand equity

framework, the purpose of
this paper is to investigate
the impact of the firms
environmental
communication on brand
equity, and specifically its
impact on brand image,
Experimental through the strength and
design of
favourability of brand
Kellers brand
165 french
environmental
equity
consumers
associations.
framework

Research
Paper

To relate these elements to

the phenomenon of
branding,
extending the building
block framework, using the
Brand
marketing concepts of
communities brand
for cocommunity and brand cocreation
creation.

Research
Paper

1) investigate whether
brand-related UGC act as
stimuli to activate
consumer response in
relation to brands, 2)
examine the process by
which brand-related UGC
influences
Studying 18 consumer behavior via
year old fb
emotional and cognitive
users
responses, and

Research
Paper

To examine the potential

influences of business
engagement in online
wordof-mouth
communication on the
level of consumers
Examining
engagement and
twitter users investigated the
for onlinetrajectories of a business
word-ofonline word-of-mouth
mouth
message diffusion in the
participation Twitter community

research
paper

The goal of this research

was to
provide a body of
information to aid
designers and companies
so they might gain
a greater understanding of
the potential impact of
cross-modal responses
through the research and
findings that have been
brand loyalty presented.

S-O-R
consumer
response
theory

Research
paper

The starting point is the

need for integration of the
vision, the organizational
culture, the brand values
and the desired brand
positioning, alignment of
employees and
identification from relevant
stakeholders depend on
brand
the quality of the listening
engagement process adopted by the
and strategic company and it's
alignment
commitment to respond.

The objective of this paper

is to develop a better
understanding of brand
engagement by examining
two of its antecedents:
Conceptual Brand
design benefits
paper
engagement and consumer emotions

Conceptual behavioural
Paper
branding

the development of
sustainable relationships
between the brand and its
stakeholders, the most
important question is as to
how do stakeholders
relate to brands.

Research
paper

customer
brand
to examine the extent to
engagement which the customer-brand
and brand
engagement influences the
experience in brand satisfaction and the
online
brand loyalty in an online
banking
banking context.

This study of the meanings

of possessions displayed in
the offices of employees in
a high technology firm
suggests extensions to the
concept of extended self.
Work self and home self
contend for dominance in
these displays.

relationship
between
conceptual consumers
Paper
and brands

Research
paper

customer
engagement
with brands
in the social
media
environment

A key issue for marketers

resulting from the dramatic
rise of social media is how
brand pages can be
leveraged to engage
customers and enhance
relationships with brands.

Variables

Customer-based brand
equity, Fashion-brand
experience, Brand equity,
Customers, Fashion
industry

Country

South Korea

Methodology, Approach
and Design

Based on three studies

conducted in South Korea,
the fashionbrand experience
scale was validated.
Confirmatory factor analysis
and structural equation
modeling revealed that the
scale consisted of brand
awareness, brand
performance, brand imagery.

SEM, Moderation, Celebrity

endorsement, Brand
equity, Self-brand
connection
USA

A cross-sectional survey of
382 consumers of sports
drinks in the USA was
conducted to estimate the
conceptual model. Stimuli,
devised on the basis of a pretest, involved celebrity
brand pairings in the context
of the US non-aseptic sports
drinks industry. Structural
equation modeling is used as
the analytic tool.

brand, Facebook,
marketing, Millennial,
public relations, Social
Media

The measurement tool

utilized for this survey was
Bruning and Galloways
OrganizationPublic
Relationship Scale. The
survey was administered via
Qualtrics, an online survey
tool used to quickly and
easily collect surveys.

Tallahassee,
Florida

employer branding ,
employee engagement,
identity work , practical
authorship

Corporate
communications,
Corporate social
responsibility, Brand
equity, Consumer
behaviour

brand governance , cocreation, company /

stakeholder
engagement,
organizational selfdisclosure

Global
Context

The research site selected for

exploration of the corporate
brand.In total, 26
semistructured interviews
were conducted, each lasting
for 45 90 min, which were
audiorecorded and then
subsequently fully
transcribed. In total, this
produced 150 000 words of
text for analysis.
feelings

France

A between-subjects
experimental design tests
the hypotheses with a
generalisable sample of 165
French consumers.

To use data from a

longitudinal case study of
the LEGO Group and its
brand community LUGNET to
derive propositions from
our marketing-based
reframing of co-creation.
Denmark

Information Quality,
Information Pass-along ,
Impulse Buying

Data were collected from

individuals participating in
consumer panels (n = 533)
managed by a marketing
research company.
Participants also completed a
questionnaire containing
measures of emotional,
cognitive, and behavioral
United States responses.

Twitter.Social network.
Electronic word-ofmouth.Advertising.
Information diffusion
USA

brand love, brand

engagement

Collected tweets from both

businesses and consumers
as well as the follower and
following information of the
businesses. We performed
path analyses to investigate
the relationship between all
variables

As stated in the introduction,

the product development
process has been a
linear, systematic process
where product
characteristics have been
designed for
each individual sensory
channel on a separate basis
(Haverkamp, 2015, p. 8). In
most cases, not all sensory
channels are even
considered.

brand engagementbrand
experiencecorporate
cultureemployee
alignmentidentityreputatio
n
spain

The key challenge is to truly

implement
the brand experience model.
It is not enough
to listen to customers,
shareholders and society
and to analyze and correctly
defi ne the
promises and expectations of
the brand.

New product development,

Emotions, Product design,
Brand engagement, Design
benefits
USA

This paper integrates a range

of theoretical works across
design and marketing,
including concepts of product
design, types of design
benefits, brand engagement,
and brand communities.

Brand love, Brand loyalty,

Brand communities, Brand
co-creation, Behavioral
branding
Cyprus

This is a conceptual paper,

based on extensive and
thorough literature review on
the fields of brand love,
behavioural branding, brand
communities and cocreation, that leads to the
formulation of a proposed
synthesized framework.

Online banking, Brand

loyalty, Brand experience,
Brand satisfaction,
Customer-brand
engagement
india

This study has used 348

responses been collected
through an online survey
which was conducted among
various online bank
customers in Delhi, the
national capital of India.

Brand engagement, selfconcept, advertising, brand Global

management
Context

conceptualization is distinct
from the typical treatment of
self-brand connections in
that it concentrates on a
global consumer trait, that is,
a generalized tendency of
consumers to con-strue their
self-concept in terms of their
favorite brands

social media; customer

engagement; consumer
behaviour; brands;
motivation
brand relationships

Data was gathered via a

survey of 404
consumers of brand pages
and analysed using structural
equation modelling.

Australia

Results

Remarks

Fashion-brand experience
highlights the robust affective
dimension that is created via the
relational extension of brand
imagery, customer feelings, and
customer-brand resonance. In
addition, as a condition
necessary for affective
experience, the cognitive brand
judgment is created by a
credible opinion related to brand
performance

Structural relationships
among six dimensions
of brand experience
may vary when different
product categories and
brands are compared.

We demonstrate that
celebrity endorsers are
The research model is
instrumental in
empirically supported. Celebrity influencing consumers
endorsements impact endorsed self-brand connection as
brand equity via two pathways. we explicate that the
First, a direct effect of endorser effects of celebrity
credibility on endorsed brand
endorsers on the two
equity was observed, which is
outcomes are
positively moderated by the
contingent upon the
degree of consumer-perceived
degree of endorser
endorserbrand congruence.
brand congruence.

Millenials are consuming media.

The bad news is, according to
this survey, most are not
currently being motivated to
read and share those messages
they are exposed to. Some of
these tools track how much
Facebook users are talking about
brands on their own, while
others track how much of a
brands messaging is being
shared.

This study builds on the

current body of
knowledge in the
marketing and public
relations fields by
providing specific
information about the
way Millenials interact
with brands on social
media outlets.

This article extends our

understanding of how
organisational participants can
be persuaded to offer an
authentic performance of
corporate brand values through
dialogue between managers and
employees

The need for new

corporate branding is
evident in confl ict or
confusion over the core
organisational values
and their relevance for
work identities.

Despite existing
research on corporate
social responsibility
Environmental communication (CSR), no studies focus
positively influences the strength on the specific impact of
and favourability of brand
CSR communication on
environmental associations,
brand equity. The paper
therefore improving brand
provides initial empirical
equity. Two moderators reinforce evidence about the
the impact of environmental
positive effect of
communication on brand equity environmental claims on
through the strength of brand
customer-based brand
environmental associations
equity.

The work suggests for

brand management and
Findings suggest a simplifi ed
brand governance,
model based on the dimensions including the
of company / stakeholder
possibility that brands
engagement and
may allow society to
organizational self-disclosure,
regain control over
which we recommend as central massive international
concerns to the
corporations lost during
developing theory of brand co- the recent period of
creation.
globalization.

Both emotional and

cognitive responses
Brand-related UGC were
examined significantly
informational stimuli that
influenced behavioral
activated consumers
responses. Thus,
emotional and cognitive
information pass-along,
responses (i.e., pleasure,
impulse buying, futureperceived information quality). purchase intention, and
The eWOM source characteristic brand
(i.e., homophily) moderated the engagement were
relationships between brandbehavioral responses
related UGC and emotional and stimulated by brandcognitive responses.
related UGC

Retweeting as a way to
show consumers
response to business
engagement indicates
We concluded that the business that the influence only
engagement on Twitter relates
reaches consumers with
directly to consumers
a second-degree
engagement with online wordof- relationship to the
mouth communication
business.

Synaesthetic responses as used

in this study are
referring to the connections
made between the various
senses that connect and create
an immediate impression that
has a greater lasting impact with
the
consumer.

The primary focus of

this research was to
determine if
consumers have
synaesthetic responses
to a stimulus, in this
case a liquid hand
soap product.

The research fi ndings showed

that after
the merger, BBVA was most
recognized by
clients for its size, but lacked of
a strong
emotional bond.

The authors propose a

conceptual model where
emotional arousal, which differs
across design benefits, mediates
the relationship between
design benefits and brand
The conceptual model
engagement. Brand engagement proposed in this paper
intensifies with emotional
can have significant
arousal as design benefits
applications in the areas
change from functional, to
of product design,
hedonic, to
branding strategies, and
symbolic.
brand communications.
The proposed
conceptual framework
needs to be validated
through empirical
research. And how they
could drastically
The authors propose that
moderate the
consumers experiencing brand relationship between
love are more willing to engage the brand and the
in an active co-creating
consumer.
behaviour in the context of a
brand community.

This study suggests

bank managers to
develop strategies that
could be able to
The results of online survey
increase the levels of
show that customer-brand
the customer-brand
engagement positively
engagement in an
influences online brand
online setting because
experience. The effects of
of its scheduled effects
customer-brand engagement on on the online brand
brand satisfaction and brand
experiences and the
loyalty are partially mediated by consumer behavioral
the online brand experience.
outcomes.

Although other scholars

have demonstrated the
importance of self-brand
connections regarding
Results of our three studies are consumers response to
remarkably consistent.
brands and their
demonstrate across multiple
marketing activities, the
contexts that, depending upon current work is the first
their value focus during brand
to demonstrate how
exposure, higher (vs. lower)
such self-brand
BESC consumers react
connections can also
differently to the presence (vs. influence how a person
absence) of brand selfreacts to other people
expression by other consumers. associated with a brand.

The findings
are of value to brand managers
of social media sites and focus
on how managing critical
user gratifications together with
customer-brand relationship
variables acts as a
mechanism for unlocking CE
with brand pages

The study examines CE

effects on both
behaviours central to
the brand page and
brand loyalty outcomes
in the
research framework.