Results 221 to 230 of about 48,360 (257)

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

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

Drivers of consumer–brand identification

International Journal of Research in Marketing, 2012
Abstract The concept of consumer–brand identification (CBI) is central to our understanding of how, when, and why brands help consumers articulate their identities. This paper proposes and tests an integrative theoretical framework of the antecedents of CBI. Six drivers of CBI, a moderator, and two consequences are posited and tested with survey data
Nicola E Stokburger-Sauer, S Ratneshwar, Sankar Sen   +2 more
exaly   +3 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

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