Results 211 to 220 of about 48,467 (258)

The influence of brand trust and brand identification on brand evangelism

Journal of Product and Brand Management, 2013
Purpose – The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs, brand trust and brand ...
Vishag Badrinarayanan, Enrique P Becerra   +1 more
exaly   +2 more sources

Antecedents of consumer-brand identification in terms of belonging brands

Journal of Retailing and Consumer Services, 2021
Abstract This study aims to identify the antecedents that affect the brand belonging of consumers. Structural equation modelling method was used. The most critical variable that directly affects consumer-brand identification is brand-lifestyle congruence.
Olgun Kitapçı, Naci Buyukdag
exaly   +2 more sources

On the relationship between consumer-brand identification, brand community, and brand loyalty

Journal of Retailing and Consumer Services, 2018
Abstract Recent studies have highlighted the importance of social media brand communities to brand loyalty. This paper aims to stress the role of the brand in that relationship, suggesting a conceptual model in mass-market products in which consumers’ engagement in social media brand communities, brand identity, and consumer-brand identification are ...
Paulo Rita, Zelia Raposo Santos
exaly   +2 more sources

The role of consumer–brand identification in building brand relationships

Journal of Business Research, 2013
Abstract The purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand identification, brand commitment, and word of mouth. The results show that congruity of consumer and brand values tends to have positive influence on consumers' identification.
Ursa Golob, Klement Podnar, Urška Tuškej   +2 more
exaly   +2 more sources

The Influence of Brand Identification and Brand Trust on Brand Evangelism

International Journal of Business and Quality Research, 2023
This study aims to test and determine the effect of brand identification and brand trust on brand evangelism. This study used primary data from questionnaire results. The object of this research is consumers who have made purchases and transactions directly through the Shopee e-commerce application.
null Muhammad Fa'iq Muna, null Yuslinda Dwi Handini, null Wheny Khristianto   +2 more
openaire   +1 more source

This brand is me : a measure of brand identification [PDF]

, 2023
Much like the organisational identification literature, recent explanations of the consumer-brand relationship can be attributed to theories of social psychology. Brand identification describes the utility of brands in fulfilling consumers' self-definitional needs.
openaire   +1 more source

Employer brand identification: investigating the concept of employer brand identification in the military context

Journal of Business Economics, 2021
This study aims to deepen the understanding of employer brand identification. It also aims to enrich the understanding of the relationship between employer brand personality (as an antecedent of employer brand identification), organizational prestige, brand citizenship behavior, and turnover intention (as possible consequences of employer brand ...
Faraz Sadeghvaziri, Mohammad Azimi
openaire   +1 more source

Identity, Identification, and Branding

2019
This essay offers a contemporary overview of issues in organizational identity, organizational identification, difference, and branding, including references to personal experience, work trends, and popular culture. Along the way, we consider how certain intellectual traditions remain relevant today, as well as identify research exemplars for ...
George Cheney, Katie Sullivan
openaire   +1 more source

Exploring the dynamics of antecedents to consumer–brand identification with a new brand

Journal of the Academy of Marketing Science, 2012
This study examines the dynamics of consumer-brand identification (CBI) and its antecedents in the context of the launch of a new brand. Three focal drivers of CBI with a new brand are examined, namely: perceived quality (the instrumental driver), self-brand congruity (the symbolic driver), and consumer innate innovativeness (a trait-based driver ...
Son K. Lam, Michael Ahearne, Ryan Mullins, Babak Hayati, Niels Schillewaert   +4 more
openaire   +1 more source

Investigating antecedents and consequences of brand identification

Journal of Product & Brand Management, 2008
PurposeThis study aims to analyse the influences of prestige, satisfaction, and communication on brand identification and to show how brand identification influences word‐of‐mouth and brand repurchase.Design/methodology/approachA theoretical model is developed and tested with a sample of car owners in the UK of two global car brands.
Halliday, S, Kuenzel, S
openaire   +3 more sources