Results 241 to 250 of about 3,795,535 (284)

Personality, person–brand fit, and brand community: An investigation of individuals, brands, and brand communities

Journal of Marketing Management, 2011
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler, Elisabeth Pichler, Johann Füller, Todd A. Mooradian   +3 more
openaire   +1 more source

Self-Brand Congruity and Brand Communication

2014
Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers' ad evaluation and self-brand congruity.
Rajabi, Mahdi, Dens, Nathalie, De Pelsmacker, Patrick   +2 more
openaire   +2 more sources

The Effect of Brand Communication Style on Brand Engagement in Online Brand-Based Communities

2016
Social media, and specifically brand-based online communities, have revolutionized consumer-brand interactions. For the first time ever, the brand itself can converse with consumers. Hence a key question emerges: how should brands communicate with their fans in these communities?
Anaïs Gretry, Csilla Horváth, Allard van Riel   +2 more
openaire   +1 more source

Brand knowledge, brand community and brand engagement

2021
Suraksha Gupta, Dongmei Cao, Aisha Abuelmaatti   +2 more
openaire   +1 more source

Brand communication

2014
Nell'offrire un inquadramento sintetico ma esaustivo sul tema della gestione e comunicazione della marca, dapprima il libro illustra con chiarezza costrutti e concetti che definiscono il brand in letteratura, poi affront ain dettaglio le diverse fasi della vita della marca, e approfondisce la centralità del processo comunicativo nella progettazione di
openaire   +1 more source

Brand engagement and identification in virtual brand community: the moderating role of brand community subscription seniority

International Journal of Web Based Communities, 2021
Nedra Bahri-Ammari, Raouf Ahmad Rather, Rahim Kallal   +2 more
openaire   +2 more sources

Branding and Brand Communications

Ross Curran, Babak Taheri
openaire   +1 more source

The Role of Brand Communities on Brand Loyalty

2018
Rekabetin yoğun olduğu günümüzde firmalar, gerektüketicileri ile güçlü ilişkiler kurabilmek gerekse marka sadakatinigüçlendirmek adına birçok iletişim çalışması gerçekleştirmektedir. Teknolojiningelişimine bağlı olarak hem firmaların günümüzde iletişim çalışmalarınıİnternet ortamına taşıdığı hem de tüketicilerin zamanlarının büyük bir bölümünüçevrimiçi
BABÜR TOSUN, Nurhan, TURFANDA, Sezgi
openaire   +1 more source

Brand Communities

2023
openaire   +1 more source

Drivers of Brand Community Engagement

Journal of Retailing and Consumer Services, 2020
Jitender Kumar, Vikas Kumar
exaly