Results 341 to 350 of about 5,030,655 (363)

Toward an understanding of brand sexual associations

Journal of Product & Brand Management, 2015
Purpose– This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a socio-psychological perspective.Design/methodology/approach– An exploratory qualitative analysis based on 18 semi-structured interviews was conducted.
openaire   +3 more sources

The Influence Of Brand Awareness And Brand Association On Netflix Brand Equity Through Brand Loyalty

International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM)
Abstract        The increasingly fierce competitive environment between companies and the challenges faced by Video On Demand services, especially in this study, namely Netflix, the company needs to strengthen brand equity so that the brand owned becomes superior to competitors.This study aims to determine and analyze the influence of brand awareness ...
Natalie, Felicia, Anggriani, Rini, Faerrosa, Lady   +2 more
openaire   +2 more sources

Brand Awareness, Brand Loyalty, Perceived Quality, Brand Association Brand Preference dan Purchase Intention

, 2018
The goal of this research is to analyse the influence of brand awareness, brand loyalty, perceived quality, yet brand association to brand preference and Purchase Intention.
Angga Primanda Kusuma, P. Miartana
semanticscholar   +1 more source

The relationships between brand association, trust, commitment, and satisfaction of higher education institutions

, 2017
Purpose The purpose of this paper is to explore structural relationships among the variables of brand association, student trust, commitment, and satisfaction in the higher education sector. Design/methodology/approach A survey
Yu Chuan Chen
semanticscholar   +1 more source

Measuring halal brand association (HalBA) for Islamic banks

, 2016
Purpose The main purpose of this paper is to develop a reliable and valid scale for measuring halal brand association (HalBA) for Islamic banks.
Suharni Maulan, N. Omar, Maisarah Ahmad
semanticscholar   +1 more source

Effects of green brand communication on brand associations and attitude

2006
This 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.
Vanessa Apaolaza Ibáñez, Patrick Hartmann   +1 more
openaire   +2 more sources

The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect

, 2016
Purpose Recent research has shown that the country-of-origin (COO) effect – the influence on consumers’ attitudes and purchase behavior derived from a brand’s perceived association with a country – is inextricably linked to consumer perception ...
Mikael Andéhn, P. DeCosta
semanticscholar   +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

Brand diagnostics: Mapping branding effects using consumer associative networks

European Journal of Operational Research, 1998
zbMATH Open Web Interface contents unavailable due to conflicting licenses.
Geraldine Rosa Henderson, Bobby J. Calder, Dawn Iacobucci   +2 more
openaire   +2 more sources

Brand Concept Maps: A Methodology for Identifying Brand Association Networks

Journal of Marketing Research, 2006
Understanding brand equity involves identifying the network of strong, favorable, and unique brand associations in memory. This article introduces a methodology, Brand Concept Maps, for eliciting brand association networks (maps) from consumers and aggregating individual maps into a consensus map of the brand.
Alokparna Monga, Deborah Roedder John, Barbara Loken, Kyeongheui Kim   +3 more
openaire   +2 more sources