Results 311 to 320 of about 395,957 (343)
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Indian Journal of Marketing, 2015
Research suggests a close interrelationship between brand personality and brand equity. Companies have recognized the importance of brand personality in the development of brand equity. Therefore, a brand management strategy based on interrelationship between brand personality and brand equity is the need of the hour.
Anees Ahmad, K. S. Thyagaraj
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Research suggests a close interrelationship between brand personality and brand equity. Companies have recognized the importance of brand personality in the development of brand equity. Therefore, a brand management strategy based on interrelationship between brand personality and brand equity is the need of the hour.
Anees Ahmad, K. S. Thyagaraj
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Building brand loyalty and commitment
Journal of Brand Management, 1994This paper, first presented at a ‘Marketing Day for Publishers 1994’ conference, held in London in March, 1994, analyses if loyalty by the consumer is the ultimate requirement of the marketer, and concludes that loyalty is not the equivalent of customer lifetime value, which is the optimum consumer relationship.
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Drivers of Brand Commitment: A Cross-National Investigation
Journal of International Marketing, 2010Firms increasingly employ global brand management strategies for the effective coordination of their global activities. Effective coordination requires adapting global brand management strategies to cultural nuances. This study examines the influence of culture on the impact of four key brand management elements (i.e., brand innovativeness, brand ...
A. Eisingerich, RUBERA, GAIA
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Outcomes and Antecedents of Brand Commitment of Brand Fans in Kuwait
SSRN Electronic Journal, 2015This study examines individual attributes and brand related attributes effect and how does being a fan affect the commitment antecedents and outcomes. The study is based on the dissertation of Ju (2012). The research objective were to discover if the attributes of the individual and the brand were related to a fan’s commitment and whether the ...
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The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty
International Journal of Electronic Commerce, 2008The relationship between on-line communities and on-line brands is investigated by examining how on-line brand community's characteristics affect community commitment and brand loyalty-in particular, how the hosting type of an on-line brand community affects the relationships between characteristics and community commitment. A survey of 250 respondents
Heehyoung Jang +4 more
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The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty
2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07), 2007Online community activities are becoming widespread thanks to the expansion of Internet use and the development of information technology. We highlight the importance of online brand, and investigate the relationship between an online community and the online brand.
Heehyoung Jang, Ilsang Ko, Joon Koh
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Global Brand Commitment in International Market: The Factors Affecting Global Brand Commitment
Proceedings of the International Conference on Industrial Engineering and Operations Management, 2021Sidik Budiono +2 more
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The Impact of Brand Personality on Attitude and Commitment towards the Brand
2005National ...
Ambroise, L. +2 more
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Brand commitment – A central determinant of internal brand management
2013Constitutive to the identification of brand citizenship behavior as a central outcome of internal branding initiatives, this section evaluates the role of brand commitment as an antecedent, and reviews its definitional, conceptual, and operational foundations.
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CSR, brand image, brand advocacy and brand commitment: a moderated mediation approach
International Journal of Quality and Service SciencesPurpose This study aims to identify the wide scope of corporate social responsibility (CSR) in brand-related consumer outcomes and to map its effect on CSR congruence. This study proposes a moderated mediated mechanism that combines brand identification as a mediator and CSR congruence as a moderator to examine the ...
Mobin Fatma, Imran Khan
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