Results 251 to 260 of about 8,507,249 (288)
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Strategic brand association maps: developing brand insight
Journal of Product & Brand Management, 2011PurposeThe primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis‐à‐vis key competitors.Design/methodology/approachThe authors integrate free association protocols, response latency, and more conventional scale items to develop a strategic
Brian D. Till +2 more
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Australasian Marketing Journal, 2019
This research aims to test the power of brand attribute associations and emotional consumer-brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while taking into consideration the moderating role of perceived fit. These aspects are examined in the context of luxury brands, given their expressive and hedonic nature.
Naser Pourazad, Lara Stocchi, Vipul Pare
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This research aims to test the power of brand attribute associations and emotional consumer-brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while taking into consideration the moderating role of perceived fit. These aspects are examined in the context of luxury brands, given their expressive and hedonic nature.
Naser Pourazad, Lara Stocchi, Vipul Pare
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Brand diagnostics: Mapping branding effects using consumer associative networks
European Journal of Operational Research, 1998zbMATH Open Web Interface contents unavailable due to conflicting licenses.
Geraldine R. Henderson +2 more
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A Fashion-Brand Recommender System Using Brand Association Rules and Features
2015 IIAI 4th International Congress on Advanced Applied Informatics, 2015Web services selling fashion clothes on Internet are rapidly increasing, so it is becoming difficult for users to find their favorite ones among the enormous number of fashion items available. Although several fashion brand recommender services are available to support the users to search clothes to be bought, the accuracy is so low that they need to ...
Yuka Wakita +3 more
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The role of functional and symbolic brand associations on brand loyalty
Journal of Fashion Marketing and Management, 2015Purpose– The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands.Design/methodology/approach– A ...
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Effects of green brand communication on brand associations and attitude
2006This study analyses the communicational implementation of green brand associations. Three distinct types of emotional brand benefits suitable for green branding are identified: the feeling of well-being (“warm glow”) from acting in an altruistic way, self-expressive benefits, and nature-related consumption experiences.
Patrick Hartmann +1 more
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2019
Several brands choose to point out their old age (e.g. “Milka: 111 years of tenderness” in 2015; the painting, tradition and historicity of “La Laitière” in the 2016 marketing campaign) to show positive aspects that allow them to value their image such as expertise, familiarity or authenticity.
Maaninou -Em, Nada +2 more
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Several brands choose to point out their old age (e.g. “Milka: 111 years of tenderness” in 2015; the painting, tradition and historicity of “La Laitière” in the 2016 marketing campaign) to show positive aspects that allow them to value their image such as expertise, familiarity or authenticity.
Maaninou -Em, Nada +2 more
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Fashion luxury brands through online brand associations
2016Authors propose a framework to compare brand associations that origin directly from the communication of luxury brand, to consumers’ brand associations that origin from luxury fashion bloggers’ social pages, with the purpose to identify most common luxury dimensions rising from the online communication of brands and bloggers.
AIELLO, GAETANO +3 more
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