Results 261 to 270 of about 17,179 (288)

Brand community identification matters: a dual value-creation routes framework

Journal of Product and Brand Management, 2019
PurposeA brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the community. This study aims to provide a comprehensive conceptual framework to investigate how and why such identification-based relationships yield firm- and member-level benefits
Heng-Chiang Huang
exaly   +2 more sources

The role of perceived brand congruency, team identification and perceived community concern in sports brand alliances

, 2017
Sports teams are attractive alliance partners for brands looking to enhance their sales potential and differentiate themselves in highly competitive markets. Whilst such brand alliances provide many benefits, they may also expose the partnering brands to risk.
Beus, Shenae June (3759796)
openaire   +2 more sources

What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence [PDF]

Psychology and Marketing, 2023
This research examines the influence of brand community identification (BCI) on three measures of sponsorship effectiveness—brand advocacy, purchase intention, and sponsor-brand choice.
Tapas Ranjan Moharana, Debasis Pradhan, Abhisek Kuanr   +2 more
exaly   +2 more sources

Virtual Brand Community Experience, Identification, and Electronic Word-of-mouth

Journal of Computer Information Systems, 2019
Despite recognizing the importance of virtual brand community (VBC) and the existence of different types of electronic word-of-mouth (eWOM) behaviors (e.g., opinion giving, opinion passing and opin...
Lin Qiao, Mengmeng Song, Nan (Tina) Wang
openaire   +1 more source

Creating identification with brand communities on Twitter

Internet Research, 2017
Purpose Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and ...
Manuela López, Maria Sicilia, Alberto Alejandro Moyeda-Carabaza   +2 more
openaire   +1 more source

Fairytale Character as a Brand: communication strategies of national identification

Communicology, 2022
The article is devoted to the analysis of fairytale character and its functioning in the context of globalization. Globalization process intensifies reverse tendency: enhancement of tradition and social community integration based on the values of national identity.
openaire   +1 more source

Identification in Hyper-Loyalty Brand Communities

SSRN Electronic Journal, 2005
For decades, marketers sought "the strategy" for building brand loyalty. When they succeeded in achieving extreme brand loyalty with customers, marketers simply followed the same template for other ...
openaire   +1 more source

Analysis Of The Influence Of Brand Community Identification, Rewards And Brand Involvement On Brand Loyalty Among Vespa Motorcycle Users In Yogyakarta

International Journal of Business and Quality Research, 2023
This research aims to determine the relationship research and the influence of brand community identification, appreciation and brand involvement on brand loyalty among Vespa users in Yogyakarta. The data that will be presented in this research was obtained from the results of distributing questionnaires from 160 samples. Meanwhile, the data collection
null Rakha Binuka Belva Taqi Bestari, null Agus Abdurrahman   +1 more
openaire   +1 more source

Identification with a Higher Education Institution Through Communication of the Brand

2014
This article aims to evaluate whether students in a stricto sensu course in Brazil identify themselves with the brand of the university, using a questionnaire adapted from Celsi and Gilly (2010). Results demonstrate that candidates have a high rate of identification with the brand, but disagree of their advertising.
Edson Roberto Scharf, Rion Brattig Correia   +1 more
openaire   +1 more source

The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities

Journal of Internet Commerce, 2021
Changiz Valmohammadi, Roghayeh Taraz, Rasoul Mehdikhani   +2 more
openaire   +1 more source