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
doaj +3 more sources
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
Building brand equity with environmental communication: an empirical investigation in France [PDF]
, 2011 International audiencePurpose Using Keller's (1993, 2003) brand equity framework, this paper investigates the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and ...
Benoît-Moreau, Florence +1 more
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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
IMPULSE moment-by-moment test:An implicit measure of affective responses to audiovisual televised or digital advertisements [PDF]
, 2020 IMPULSE is a novel method for detecting affective responses to dynamic audiovisual content. It is an implicit reaction time test that is carried out while an audiovisual clip (e.g., a television commercial) plays in the background and measures feelings ...
Calvert, Gemma A. +3 more
core +2 more sources
The Effects of Popular Music in Television Advertisements on Branding [PDF]
, 2014 Have you ever found that the music a company chooses helps you understand its brand better, and did you eventually find yourself becoming a loyal customer? The goal of this project is to investigate whether or not connections like these occur and, if so,
Jillson, Amanda
core +1 more source
Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects [PDF]
, 2017 The study examines what effects a five second countdown warning will have on consumer’s attitudes towards the advertisement depending on the main program content.
Venmahavong, Tiffany
core +1 more source
The dynamic models of consumers’ symbolic needs: in the context of restaurant brands [PDF]
, 2016 Purpose: The purpose of this paper is to investigate the dynamic process and the meaning of symbolic consumption according to the three symbolic needs (i.e.
Han, S. H., Nguyen, B., Simkin, Lyndon
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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
core +2 more sources
Branding instead of product innovation: a study on the brand personalities of the UK’s electricity market [PDF]
, 2017 This study extends understanding of and demonstrates the importance of corporate branding in the energy sector. We analyse the relationship between branding and consumer switching behaviour among the UK’s Big Six electricity providers.
Aaker +116 more
core +2 more sources