Results 351 to 360 of about 2,774,194 (377)

Reviving and Improving Brand Awareness As a Construct in Advertising Research

Journal of Advertising, 2022
Despite its central importance in achieving most long-term advertising goals, the past several decades of academic research have placed too little emphasis on brand awareness (BA), focusing more often on attitude toward the ad, attitude toward the brand,
L. Bergkvist, C. R. Taylor
semanticscholar   +1 more source

Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

International Journal of Advertising, 2021
Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are ...
Shiyun Tian, W. Tao, Cheng Hong, W. Tsai
semanticscholar   +1 more source

Brand Awareness Quotient

International Journal of Applied Management Sciences and Engineering, 2016
There is a need to appropriately measure the effectiveness of Employer branding initiatives taken by an organization. There are a lot of questions to be addressed while measuring the effectiveness of the past or existing initiatives and formulating a new Employer branding strategy such as: Do the objectives of the Employer branding completely meet the ...
Komal Ratra, Netra Neelam
openaire   +1 more source

The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies

Marketing Intelligence & Planning
PurposePurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and ...
Jusuf Zeqiri, P. Koku, Costinel Dobre, Anca Milovan, V. Hasani, Tetiana Paientko   +5 more
semanticscholar   +1 more source

Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era

Startupreneur Business Digital (SABDA Journal)
In today’s digital era, businesses are increasingly adopting digital marketing strategies to enhance brand awareness and foster customer loyalty. As online interactions grow, companies must adapt their marketing efforts to stay compet- itive and engage ...
Thomas Rochefort, Zinhle Ndlovu
semanticscholar   +1 more source

Do brand image and brand awareness influence brand loyalty?

2020
Brand image and brand awareness play a central role in customers' purchase-decision making. The purpose of this study is to examine the influence of brand image and brand awareness on brand loyalty. Data were collected through a survey on 133 sport motorcycle enthusiasts in Indonesia.
R. Setiawan, R. Hurriyati, A. Rahayu
openaire   +1 more source

In AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagement

Internet Research
PurposeSynthetic advertising, which involves creating or modifying ads through artificial intelligence (AI) technology, has recently transformed the field of media and advertising.
Ahmad Aljarah, Blend Ibrahim, Manuela López   +2 more
semanticscholar   +1 more source

Generating destination brand awareness and image through the firm's social media

Kybernetes, 2022
PurposeThe role of social media in the tourism industry growth cannot be ignored, because today the internet and social media platforms are one of the most popular information channels used by potential tourists and have become one of the main sources of
Davood Ghorbanzadeh, R. Zakieva, Mariya S. Kuznetsova, A. M. Ismael, Alim Al Ayub Ahmed   +4 more
semanticscholar   +1 more source

Enhancing Brand Awareness Through Visual Branding

Journal Integration of Social Studies and Business Development
Effective visual branding is essential for boosting brand awareness in Indonesia's rapidly growing pet care industry. This study investigates the challenges faced by Pet&Co, a new pet supplement brand, in enhancing its social media presence and brand recognition.
Meidina Puteri Aginsa, Amilia Wulansari
openaire   +1 more source