UNIVERSITY OF SAN JOSE-RECOLETOS
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Author(s): ADRIAN PAUL G. ASTORGA KEIRSTINE MARI A. CABOÑITA JAY CHRISTIAN NGO MARY RAZELLE T. QUILANG
Adviser: Not specified
Department: Marketing Management (Human Resource Management)
Year: 2023
Views: 69
Downloads: 0
A significant study stream has been established over the past three
decades which emphasizes the nature and approaches relevant to certain consumer-brand relationships in different industries (Hollebeek et al., 2014; Kumar & Nayak, 2019). It goes without saying that most of these brands engagement transpire online via social media, where consumer involvement in online brand communities promotes a positive consumer-brand relationship, brand trust, higher brand satisfaction, and more devoted and loyal customers (Harrigan et al., 2017). In an offline context, however, not many studies have explored brand engagement in the carinderia industry; how it influences the business performance and its overall success. Hence, this paper aims to contribute to the literature of offline brand engagement with carinderia brands as Tinolahan ug Larangan sa Basak being the subject of the study.
