Results 221 to 230 of about 48,467 (258)

Analysis of consumers’ response to brand community integration and brand identification

Journal of Brand Management, 2014
Brands play an increasingly important role in consumers’ purchasing decisions. The integration of consumers into brand communities may manifest the ultimate degree of connectedness between a consumer and a brand. This article proposes and tests an empirical framework of brand community members’ integration and theirdistinctive behaviors.
Millán Campos, Ángel, Díaz Sánchez, Estrella   +1 more
openaire   +2 more sources

Building consumer–brand relationships through brand experience and brand identification

Journal of Strategic Marketing, 2018
AbstractBoth academics and industry are focusing heavily on building and nurturing consumer–brand relationships.
Vikas Kumar, Arun K. Kaushik
openaire   +1 more source

The Effects of Consumer Brand Identification and Brand Attachment to Brand Equity

Journal of the Korean Society of Clothing and Textiles, 2010
This study investigates the effects of consumer brand identification and brand attachment to brand equity. 332 surveys were collected from male and female university students in Seoul. In each survey, respondents were asked to choose one favorite fashion brand that they often purchase and answer questions regarding brand identification, brand ...
openaire   +1 more source

Brand identification using Gaussian derivative histograms

Machine Vision and Applications, 2003
In this article, we describe a module for the identification of brand logos from video data. A model for the visual appearance of each logo is generated from a small number of sample images using multi-dimensional histograms of scale-normalised chromatic Gaussian receptive fields.
Fabien Pelisson, Daniela Hall, Olivier Riff, James L. Crowley   +3 more
openaire   +1 more source

Global brand ownership: The mediating roles of consumer attitudes and brand identification

Journal of Business Research, 2016
The branding literature repeatedly emphasizes the role brands play in shaping consumer identities. In this context, the rise of global consumer groups gives global brands a prominent role as potential tools for consumer identification. Specifically, consumer segments that idealize global communities and/or hold positive attitudes toward various aspects
Bartsch, Fabian, Diamantopoulos, Adamantios, Paparoidamis, Nicholas, Chumpitaz, Ruben   +3 more
openaire   +4 more sources

The dark side of brand community: the role of brand identification, community identification, brand passion and shopping motivation

Journal of Product & Brand Management
Purpose This paper aims to investigate whether consumers’ identification with a brand community makes them more likely to engage in compulsive buying behavior. Specifically, this research shows that consumers are more likely to experience obsessive passion for brands they identify with if they are also part of brand communities, which, in turn, makes ...
Azizi, Putri Dini, Japutra, Arnold, Arango, Luis, Kim, Joohee   +3 more
openaire   +2 more sources

The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities

Telematics and Informatics, 2020
Abstract With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers ...
Harsandaldeep Kaur, Mandakini Paruthi, Jamid Ul Islam, Linda D. Hollebeek   +3 more
openaire   +1 more source

Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance

Journal of Product & Brand Management, 2020
Purpose This study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship behaviors, brand advocacy and ultimately brand market performance. Design/methodology/approach This study uses an online survey to collect data from a cross-sectional ...
Bashar S. Gammoh, Michael L. Mallin, Ellen Bolman Pullins   +2 more
openaire   +1 more source

The Relationship Between Consumer-Brand Identification and Brand Extension

Journal of Relationship Marketing, 2019
The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands.
Mohammad Shokri, Ali Alavi
openaire   +1 more source

Consumer‐brand relationships in sport: brand personality and identification

International Journal of Retail & Distribution Management, 2009
PurposeThe purpose of this paper is to investigate the relationships between the brand personality of a sports team and the related consumer outcomes of identification and retail spending.Design/methodology/approachA field study was conducted with games watched and retail spending as outcomes.
Brad D. Carlson, D. Todd Donavan, Kevin J. Cumiskey   +2 more
openaire   +1 more source