Amir Zakaria Consulting Group | Amir Zakaria
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Author: Amir Zakaria

The term user-generated content is used broadly and can be applied to very different media types, which can be a problem when trying to compare different user-generated content studies with each other. One form of user-generated content that has been researched are reviews, with studies...

Stories are structured, written, oral or visual explanations that de-scribe the how and why of one or multiple incidents revolving around human actions or character-based events (Snowden, 1999). Structurally, stories must entail a plot, characters, a climax, and an end state (Van Laer, de Ruyter,...

Circular economy (CE) provides a powerful approach to combat environmental challenges and promote sustainable development (Korhonen et al., 2018). Some developed European as well as Asian countries have advanced in the development of policies that sup- port the CE in their society (Ormazabal et al.,...

According to Kotler and Armstrong (2014, p. 192), companies today “cannot appeal to all buyers in the marketplace,” and “must design customer-driven marketing strategies that build the right relationships with the right customers” and the main steps in designing a customer-driven strategy include segmentation, targeting,...

Brand love is defined as a consumer's emotional attachment to and identification with a particular trade name or a brand (Aro et al., 2018; Carroll and Ahuvia, 2006). Brand love encompasses an individual consumer's passion and excitement with a brand. Emotional attachment to a brand...

A brand provides both functional and experiential values which are often resulted from brand experience (Cleff et al., 2014). Brand experience refers to consumers' purchase and consumption experiences with the brand and the organization, as well as to the brand influence on non-consumers (Khan and...

In 1981, Weitz developed the Contingency Model as a guide for research aimed at uncovering ideal selling behaviors that yield effective customer interactions. The Contingency Model was designed around two levels of contingencies: one level focused on characteristics of the salesperson, and the second level...

Social media provides an opportunity for services to strengthen branding and connect to customers. In particular, marketers encourage customers to engage with brand content in order  to  build  better  brand awareness, loyalty and relationships (Hajli, Shanmugam, Papagiannidis, Zahay, & Richard, 2017). Thus, one of the...

Brand names can send signals on product quality, performance, reliability, and reputation (Aaker, 1997; Brexendorf, Bayus, & Keller, 2015). These signals may help shape brand identity in consumers' minds (Bhattacharya & Sen, 2003). Consumers often use brands to signal to others that they possess a...

Brand signature is an original, distinctive design based on the brand personality and identity that is carried across all brand communications. It comprises the essential communication, distinctiveness, and enduring features of a brand, which can reflect a brand’s image and reputation (Henderson and Cote, 1998;...