Results 21 to 30 of about 17,067 (300)

Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love [PDF]

Journal of Competitiveness, 2016
Many companies have found that for their products to be successful in the market, they must first pay for word of mouth marketing and then utilize other types of ads. Previous studies have not paid enough attention to the value of target consumers.
Shirkhodaie Maisam, Rastgoo-deylami Mahsa   +1 more
doaj   +1 more source

The Role of Color in the Brand Commitment of Sporting Good's Consumers: Mediating Role of the Brand Equity [PDF]

Sports Business Journal, 2023
Purpose: Color is commonly regarded as the primary symbol that elicits customers' attraction, interest, or aversion. This research examines brand characteristics concerning color: Brand Commitment and Brand Equity.Methodology: The statistical population ...
Soodabeh Rahmati, Hamid Reza Safari Jafarloo, Mohammad Sadegh Afroozeh   +2 more
doaj   +1 more source

The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands

Management şi Marketing, 2020
The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method.
Alić Adi, Činjarević Merima, Agić Emir   +2 more
doaj   +1 more source

Internal branding : an enabler of employees' brand-supporting behaviours [PDF]

, 2008
The purpose of this paper is to understand the internal branding process from the employees' perspective; it will empirically assess the relationship between internal branding and employees' delivery of the brand promise as well as the relationships ...
Punjaisri, K., Evanschitzky, H, Punjaisri, K, Evanschitzky, Heiner, Wilson, A., Punjaisri, Khanyapuss, Evanschitzky, H., Wilson, Alan, Wilson, A   +8 more
core   +1 more source

The role of internal branding in the delivery of employee brand promise [PDF]

, 2007
In branding literature, the employee role is recognised as crucial in delivering the service as promised by the brand. A plethora of existing insights have been gained through practitioners' and customers' perspectives. Little empirical research has been
Punjaisri, K., Punjaisri, K, Wilson, A.M., Wilson, Alan, Wilson, A   +4 more
core   +1 more source

Does brand orientation lead to brand loyalty among senior and top management in a South African business-to-business organisation?

South African Journal of Business Management, 2018
Background: At the heart and depth of building a strong and prosperous brand in the marketplace, is brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty, as well as the involvement of ...
Gail M. Dludla, Siphiwe Dlamini
doaj   +1 more source

Transfer of brand knowledge in business-to-business markets: A qualitative study [PDF]

, 2009
This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study").
Michael Bourlakis, Melewar, TC, Gupta, S, T.C. Melewar, Bourlakis, M, Suraksha Gupta, Gupta, Suraksha   +6 more
core   +1 more source

Examining the Relationship among Brand Commitment, Brand Trust, and Brand Citizenship Behavior in the Service Industry

Revista CEA, 2020
Brands are strategic prerequisites that help organizations to generate more value for customers and sustainable competitive advantage among competitors.
Nurina Putri Handayani, Aldrin Herwany
doaj   +1 more source

Brand Commitment, Image, Identification and Trust on Brand Evangelism

Human Nature Journal of Social Sciences, 2022
Aim of the Study: The purpose of this paper is to check the nature of customer and customer behavior toward brand or services. This paper is to check the customer relationship with different type of brand influence on evangelism brand. Evangelism brand is termed as intense form of brand support behavior.
Hina Rehman, Qudratullah Khan, Mehboob Ahmed   +2 more
openaire   +1 more source

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Frontiers in Psychology, 2022
Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied.
Yonggang Qiao, Xirui Yin, Gao Xing
doaj   +1 more source