Significance of Brand Perception in Stimulating Consumer Engagement

Kaur, Baljinder; Singh, Jaswinder

doi:10.4018/978-1-6684-5897-6.ch017

Cited by 2 publications

(2 citation statements)

References 19 publications

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“…Brand perception, which includes brand awareness, image, personality, and association, is influenced by factors such as product quality, messaging, and customer interaction [23], [24]. Positive brand perceptions foster loyalty, equity, and advocacy, while negative perceptions can lead to distrust and disengagement [25]. In the digital age, online platforms, especially social media, play an important role in shaping brand perception through consumer interactions and recommendations [26].…”

Section: Brand Perceptionmentioning

confidence: 99%

The Impact of Digital User Experience on Brand Perception and Consumer Loyalty in the E-Commerce Industry in Indonesia

Susilawati,

Wahyudi,

Putra

et al. 2024

ESISCS

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This research investigates the impact of digital user experience (DUE) on brand perception and consumer loyalty within the burgeoning e-commerce industry in Indonesia. Through a quantitative analysis involving 150 e-commerce users, the study examines the relationships between DUE, brand perception (BP), and consumer loyalty (CL) using structural equation modeling (SEM) with Partial Least Squares (PLS) 3.0. The findings highlight the significant positive associations between DUE and both BP and CL, emphasizing the crucial role of user-centric digital platforms in shaping consumer behavior and fostering brand loyalty. Furthermore, the study elucidates the mediating role of BP in the relationship between DUE and CL, underscoring the importance of cultivating favorable brand perceptions to enhance consumer loyalty. These insights offer valuable implications for e-commerce businesses seeking to optimize their digital strategies and cultivate enduring customer relationships in the dynamic Indonesian market landscape.

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Section: Brand Perceptionmentioning

confidence: 99%

The Impact of Digital User Experience on Brand Perception and Consumer Loyalty in the E-Commerce Industry in Indonesia

Susilawati,

Wahyudi,

Putra

et al. 2024

ESISCS

View full text Add to dashboard Cite

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“…Brand perception plays a crucial role in consumer engagement and decisionmaking (Kaur & Singh, 2023). In today's competitive landscape, maintaining a strong brand perception is essential for differentiation among competitors (Conway, 2017).…”

Section: Brand Perceptionsmentioning

confidence: 99%

Exploring the Relationship between Social Media Engagement, Customer Reviews, and Brand Perceptions: A Comprehensive Study in Retail Industry

Krisprimandoyo,

Sufa,

Wardani

et al. 2024

IJBLE

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This research investigates the intricate relationships between social media engagement, customer reviews, and brand perceptions in the retail industry. Through a qualitative analysis of customer-generated content and social media interactions, key themes and patterns emerged, shedding light on the factors influencing brand sentiment and consumer behavior. The findings highlight the impact of positive brand experiences, strategic social media engagement, user-generated content, transparency, and authenticity in shaping brand perceptions and fostering customer loyalty. The study underscores the importance of delivering exceptional customer experiences, engaging meaningfully on social media platforms, and prioritizing transparency and authenticity to enhance brand perception and build trust in the digital era.

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Significance of Brand Perception in Stimulating Consumer Engagement

Cited by 2 publications

References 19 publications

The Impact of Digital User Experience on Brand Perception and Consumer Loyalty in the E-Commerce Industry in Indonesia

The Impact of Digital User Experience on Brand Perception and Consumer Loyalty in the E-Commerce Industry in Indonesia

Exploring the Relationship between Social Media Engagement, Customer Reviews, and Brand Perceptions: A Comprehensive Study in Retail Industry

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