Results 11 to 20 of about 7,230 (255)
How Do Brand Communication and Brand Personality Shape Consumer Loyalty?
Economic and Business Review, 2023 The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them.
Emilija Heleta Švrakić +1 more
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Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana [PDF]
Innovative Marketing, 2022 Social media marketing has vastly benefitted businesses, including the development of brand identity via solid communication channels. Innovative marketing tools have proven effective among service and non-service-based businesses.
Cleophas Attor +2 more
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Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust
Journal of Open Innovation: Technology, Market and Complexity, 2022 In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship ...
António Cardoso +7 more
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Oxytocin increases perceived competence and social-emotional engagement with brands.
PLoS ONE, 2021 Humans express loyalty to consumer brands much like they do in human relationships. The neuroactive chemical oxytocin is an important biological substrate of human attachment and this study tested whether consumer-brand relationships can be influenced by
Jorge A Barraza +4 more
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Behavioral Sciences, 2022 Customer participation in brand environmental responsibility is necessary for enterprises and consumers to co-create value. However, it is not yet clear why some corporate social responsibility (CSR) communications are more effective in attracting higher
Weiping Yu +3 more
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Management şi Marketing, 2022 With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe.
Attor Cleophas +3 more
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Jurnal Studi Manajemen Organisasi, 2013 Background of this research is consumer distrust toward Nokia windows phone. The 3 reasons why consumers didn’t believe nokia windows phone, are as follows : first, Lumia series that exist today can’t be upgraded to Windows Phone 8.
R. Yudha Adi Putro, Mustapha Kamal
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The Brand Scandal Spillover Effect at the Country Level: Evidence From Event-Related Potentials
Frontiers in Neuroscience, 2020 The spillover effect of brand scandals commonly exists, and this effect will damage the image of the company, industry or even country in which the scandal occurred.
Bonai Fan +7 more
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Affect and the Inhibition of Competing Brands
Marketing Management Journal, 1998 This research examines the role played by affect in the recall inhibition of competing brands in a product category. The results indicate that the affective component of overall brand attitudes has a greater ability to inhibit the recall of competing brands in a category than the evaluative component. This suggests that the affective component may play
SUNIL EREVELLES, VERONICA HORTON
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How Warmth Appeal Affects Persuasion: The Moderating Role of Brand Concepts
Frontiers in Psychology, 2022 In practice, more and more companies are using warmth appeals in their advertisements, but not all warmth appeals can bring the expected results. Grounded in social perception, we propose that consumers’ inferences and behavioral intentions stemming from
Fei Jin +3 more
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