Results 271 to 280 of about 33,933 (302)
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The influence of brand color identity on brand association and loyalty
Journal of Product & Brand Management, 2019PurposeThis study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.Design/methodology/approachFocus group interviews and open-ended questions were used initially to create items for the survey.
ChangHyun Jin +2 more
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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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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
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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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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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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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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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Tasting brands: Associations between brand personality and tastes
Journal of Business Research, 2023Kosuke Motoki +2 more
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