Results 311 to 320 of about 847,596 (330)
Some of the next articles are maybe not open access.
Intended brand associations: Do they really drive consumer response?
Journal of Business Research, 2014Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity. This article investigates the benefits of a strong overlap of actual consumer brand associations and management ...
Koll, Oliver, von Wallpach, Sylvia
openaire +1 more source
Brand diagnostics: Mapping branding effects using consumer associative networks
European Journal of Operational Research, 1998zbMATH Open Web Interface contents unavailable due to conflicting licenses.
Henderson, Geraldine R. +2 more
openaire +1 more source
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
openaire +1 more source
PENGARUH BRAND AWARENESS DAN BRAND ASSOCIATION TERHADAP KEPUTUSAN PEMBELIAN
In Search, 2017Fenomena Korean Wave yang melanda dalam kehidupan masyarakat banyak mempengaruhi khususnya kalangan muda. Baik disadari atau tidak telah meliputi segala aspek yang salah satunya adalah terkait makanan khas korea sehingga memicu munculnya berbagai restoran korea di Indonesia.
Arlin Ferlina M. Trenggana +1 more
openaire +1 more source
Brand Alliances: The Influence of Brand Partners on the Strength of Brand Associations
SSRN Electronic Journal, 2002Managers of new-to-the-market ingredient brands often use brand alliances to help establish the identity of an ingredient brand name. One common form of a brand alliance is joint branding in which an ingredient brand name is promoted on the host brand package. For new-to-the-market or little known ingredient brands, joint branding is an opportunity for
Chris Janiszewski, Lien Kwee, Tom Meyvis
openaire +1 more source
Association Ambiguity in Brand Extension
Journal of Advertising, 2013A research method is developed to effectively identify associations that significantly influence the perceived fit of brand extensions. Contrary to extant brand extension studies that mainly focus on the fit of associations, the current study considers the ambiguity of associations. The proposed measure of association ambiguity, defined as the level of
Jooyoung Kim, Hye Jin Yoon
openaire +1 more source
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
openaire +1 more source
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
openaire +1 more source
Consumer recall of brand associations for fabricated brands
Brand associations, or the information that consumers store in memory about a brand and can recall during purchase situations, are seen as an important brand asset. Marketers spend vast amounts of money building brand associations with consumers, and building associations in a variety of situations, and for a variety of usages for the brand.Vieceli, Julian, Hall, John
openaire +1 more source
The corporate brand association base
European Journal of Marketing, 2006PurposeThe purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions.Design/methodology/approachA semiotic approach is used to describe image transfer processes ...
openaire +1 more source