How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty?
This study was conducted to demystify the relationship between guerrilla marketing, EWOM and brand loyalty, and the role of CSR perception as well as customer engagement. A 500 valid sample was used in this study to assess the effect of guerrilla marketing on EWOM, the influence of EWOM on brand loy...
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| Định dạng: | Research Paper |
| Ngôn ngữ: | English |
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University of Economics Ho Chi Minh City
2024
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| Truy cập trực tuyến: | https://digital.lib.ueh.edu.vn/handle/UEH/71284 |
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oai:localhost:UEH-712842024-06-28T20:05:41Z How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty? Nguyễn Tuấn Anh Đỗ Thị Hải Ninh Lưu Quyết Tiến Nguyễn Tấn Pháp Nguyễn Hồ Xuân Trà Phan Nguyễn Anh Quân Guerrilla marketing EWOM Brand loyalty CSR perception Customer engagement This study was conducted to demystify the relationship between guerrilla marketing, EWOM and brand loyalty, and the role of CSR perception as well as customer engagement. A 500 valid sample was used in this study to assess the effect of guerrilla marketing on EWOM, the influence of EWOM on brand loyalty, and how CSR perception and customer engagement moderate the correlation between EWOM and brand loyalty. PLS–SEM was applied to analyzed the data, then the results showed that all 12 factors with 36 observed variables were accepted. For the multivariate regression test, there were 6 factors of guerrilla marketing positively affecting EWOM consisting of: Surprise, aesthetics, emotional arousal, novelty, humor, and celebrity marketing. Moreover, EWOM also significantly influences brand loyalty. CSR perception and customer engagement moderate the relationship between EWOM and brand loyalty. The findings of this study have provided a fresh perspective, assisting managers in their efforts to promote brand loyalty. 2024-06-28T02:32:37Z 2024-06-28T02:32:37Z 2023 Research Paper https://digital.lib.ueh.edu.vn/handle/UEH/71284 en Giải thưởng Nhà nghiên cứu trẻ UEH 2023 reserved 72 p. University of Economics Ho Chi Minh City |
| institution |
Đại học Kinh tế Thành phố Hồ Chí Minh |
| collection |
DSpaceUEH |
| language |
English |
| topic |
Guerrilla marketing EWOM Brand loyalty CSR perception Customer engagement |
| spellingShingle |
Guerrilla marketing EWOM Brand loyalty CSR perception Customer engagement Nguyễn Tuấn Anh How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty? |
| description |
This study was conducted to demystify the relationship between guerrilla marketing, EWOM and brand loyalty, and the role of CSR perception as well as customer engagement. A 500 valid sample was used in this study to assess the effect of guerrilla marketing on EWOM, the influence of EWOM on brand loyalty, and how CSR perception and customer engagement moderate the correlation between EWOM and brand loyalty. PLS–SEM was applied to analyzed the data, then the results showed that all 12 factors with 36 observed variables were accepted. For the multivariate regression test, there were 6 factors of guerrilla marketing positively affecting EWOM consisting of: Surprise, aesthetics, emotional arousal, novelty, humor, and celebrity marketing. Moreover, EWOM also significantly influences brand loyalty. CSR perception and customer engagement moderate the relationship between EWOM and brand loyalty. The findings of this study have provided a fresh perspective, assisting managers in their efforts to promote brand loyalty. |
| author2 |
Đỗ Thị Hải Ninh |
| author_facet |
Đỗ Thị Hải Ninh Nguyễn Tuấn Anh |
| format |
Research Paper |
| author |
Nguyễn Tuấn Anh |
| author_sort |
Nguyễn Tuấn Anh |
| title |
How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty? |
| title_short |
How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty? |
| title_full |
How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty? |
| title_fullStr |
How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty? |
| title_full_unstemmed |
How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty? |
| title_sort |
how do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty? |
| publisher |
University of Economics Ho Chi Minh City |
| publishDate |
2024 |
| url |
https://digital.lib.ueh.edu.vn/handle/UEH/71284 |
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