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Surveying the relationship between brand equity and brand-customer personality congruency
تحقیقات بازار یابی نوین, 2013 Assigning human`s personality features to brands is one of the main subjects that has been focused by researchers in latest decades. On the other hand, congruency of brand personality with customers` personality is a concept that could affect brand ...
Shahriar Azizi +2 more
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AMAR (Andalas Management Review), 2023 The customer engagement behavior is an important concept for the company along with the increasing use of social media by consumers. Previous studies examined customer engagement behavior on social media by the role of technology factors or features on ...
Dwi Martiyanti
semanticscholar +1 more source
Explain and evaluate the congruence between the brand personality and word of mouth advertising
Bulletin de la Société royale des sciences de Liège, 2016 Today, marketing researchers have considered creating a good congruency between clients and Brands personality. Because, it has two of the most important consequences; one, creating a long term relationship and two, word of mouth.
M. Rezaei, M. Hamidizadeh, F. Foroughi
semanticscholar +1 more source
International Journal of Multidisciplinary Approach Research and Science, 2023 The main goal of this research is to analyze the direct influence of many variables of brand personality, customer’s brand identification and trust on brand loyalty. Then an indirect influence test will also be carried using trust variables as a varying
Engga Jalaludin +3 more
semanticscholar +1 more source
JIIP - Jurnal Ilmiah Ilmu Pendidikan, 2023 This activity has a research objective to analyze the role of brand personality variables as mediation and the independent variables negative review, visual cue, and review length on booking intention.
Aditiya Pratama Nugroho +2 more
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Assimilating Islamic Banking Customer Loyalty: A Halal Brand Personality Perspective Model
Etikonomi, 2023 As Indonesian government promotes Indonesia as the center of the Halal Industry Nation, numerous strategies are being implemented across every sector, including Islamic Financial Institution. This research focuses investigating factors that can influence
Raden Roro Fosa Sarassina +2 more
semanticscholar +1 more source
Improving customer churn prediction by data augmentation using pictorial stimulus-choice data [PDF]
, 2012 The purpose of this paper is to determine the added value of pictorial stimulus-choice data in customer churn prediction. Using Random Forests and 5 times 2 fold cross-validation, this study analyzes how much pictorial stimulus choice data and survey ...
Ballings, Michel +2 more
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The Effect of Self-Congruency on Customer Behavior and Involvement
, 2015 Extending the personality of human being to the commercial brands is the subject that researchers have focused on the recent decades. On the other hands Self-congruity is the subject that can have major role in creating brand loyalty. The purpose of this
H. Mahjoub +2 more
semanticscholar +1 more source
Source credibility model, source attractiveness model and match-up-hypothesis : an integrated model [PDF]
, 2017 Customers find themselves in a flood of information and testimonials are one way of gaining the customer’s attention. Previous studies have shown the positive effects of testimonials on purchase intentions.
Kucza, Gunther, Seiler, Roger
core +1 more source
FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE [PDF]
Management & Marketing, 2013 In recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity.
Shahriar AZIZI, Jamali KAPAK
doaj