The effect of customer identification with brand on anti-brand activities through brand love and brand jealousy [PDF]
مدیریت بازرگانی, 2015 The main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy.
Abolghasem Ebrahimi +2 more
doaj +1 more source
Investigating the brand performance of Small and Medium-sized Enterprises (SMEs) with fsQCA technique: Emphasis on the role of entrepreneurship and human resource strategy [PDF]
تعاون و کشاورزی, 2023 Context and purpose. The purpose of this study is to define the combination of entrepreneurial dimensions, entrepreneurial activism, identifying opportunities and strategies that lead to improving brand performance in SMEs.Methodology/approach.
Morteza Emami +2 more
doaj +1 more source
Strategi Brand Activation pada Brand Minuman Kekinian
Kiwari, 2023 Technology is of course growing rapidly and many companies are competing to use the best strategy for their products so that they have their own uniqueness. This is done so that a brand can easily attract consumers and potential customers.
Helena Aurora, Sisca Aulia
openaire +1 more source
The Effect of Brand Activation on Brand Awareness
Journal of Economics Review (JOER), 2023 This study aimed to determine how the effect of brand activation on brand awareness at Teras Komuji. In this study, the independent variable (X) is brand activation, consisting of several sub-dimensions: identity, employee, product and service, and communication. The dependent variable (Y) is brand awareness.
null Anas Aulia +2 more
openaire +1 more source
Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty [PDF]
Marketing Intelligence & Planning, 2017 Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active ...
Molinillo, Sebastian +3 more
openaire +2 more sources
Activismul prin brand. Studiu de caz: campania eMAG din 2019 [PDF]
Polis: Revista de Stiinte Politice, 2020 The article highlights a new trend in brand behavior, especially global ones: brand activism. Brand activism involves brands taking public positions on social and political issues.
Arthur SUCIU
doaj
Destek Olmak Veya Ol(a)Mamak: Marka Aktivizmi Bağlamında Bir Değerlendirme
Erciyes İletişim Dergisi, 2021 Yaşanan toplumsal, çevresel, ekonomik ve politik olaylar bağlamında markaların farkındalık yaratmak ve destek vermek amacıyla eyleme geçmeleri olarak tanımlanan marka aktivizmi kavramı son yıllarda sıklıkla karşımıza çıkmaktadır.
Mert Susur, Ömer Aydınlıoğlu
doaj +1 more source
Sustainable Fashion Trend. Enhancing Sustainability in Fashion Through Visual Communication Media [PDF]
Pad, 2021 From the French Fashion Pat to the Green in Italy brand, governments set sustainability targets to be achieved in the short term, indicating precise dates as an upper limit for reducing environmental impact in the fashion industry.
Giulia Scalera
doaj
Consumption in action. Mapping consumerism in international academic literature [PDF]
, 2016 The consumer-citizen and more generally, the emergence of active forms of citizenship mediated by consumption point to a change in the relations of production, consumption and distribution.
Pattaro, Chiara, Setiffi, Francesca
core +2 more sources
, 2018 A chapter in a book about censorship in the global contemporary art world edited by Roisin Kennedy, University College Dublin, and Rhiann Coulter, Trinity College Dublin, (to be) published by IB Tauris in 2018, this book was the product of a panel at the
Jelinek, Alana
core +1 more source