Results 271 to 280 of about 340,022 (303)

Fashion luxury brands through online brand associations

2016
Authors 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, DONVITO, RAFFAELE, MAZZOLI, VALENTINA, GRAZZINI, LAURA   +3 more
openaire   +1 more source

PENGARUH BRAND AWARENESS DAN BRAND ASSOCIATION TERHADAP KEPUTUSAN PEMBELIAN

In Search, 2017
Fenomena 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, Atri Netalia Sari   +1 more
openaire   +1 more source

Brand Alliances: The Influence of Brand Partners on the Strength of Brand Associations

SSRN Electronic Journal, 2002
Managers 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, 2013
A 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

Brand Oldness Associations

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, Huaman-Ramirez, Richard, Cova, Veronique   +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

Destination Brand Associations

2022
Xi Fang, Kalliopi Chatzipanagiotou, Cleopatra Veloutsou   +2 more
openaire   +1 more source

The corporate brand association base

European Journal of Marketing, 2006
PurposeThe 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

Tasting brands: Associations between brand personality and tastes

Journal of Business Research, 2023
Kosuke Motoki, Takanobu Nakahara, Carlos Velasco   +2 more
openaire   +1 more source

PERAN BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY DAN BRAND LOYALTY TERHADAP LOYALITAS PELANGGAN

Jurnal Penelitian Manajemen
ABSTRAK Tujuan penelitian ini adalah untuk menganalisis  pengaruh elemen-elemen ekuitas merek (Brand Equity) di Café Roti Bakar 88 terhadap loyalitas pelanggannya. Elemen-elemen ekuitas merek yang di analisis dalam penelitian ini terdiri dari kesadaran merek (Brand Awareness), asosiasi merek (Brand Association), persepsi kualitas (Perceived Quality ...
Wisnu Hidayat, Lindawati Widjaya, Gono Sutrisno   +2 more
openaire   +1 more source