Results 231 to 240 of about 48,467 (258)

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 Stokburger-Sauer, S. Ratneshwar, Sankar Sen   +2 more
openaire   +2 more sources

Cultural Influences on Brand Identification and Brand Defense

2017
According to Lisjak, Lee, and Gardner (2012), a threat to a brand can elicit the same response as a threat to the self. The current research examined whether people react differently to brand threats as a function of East Asian versus North American culture and as a function of whether the source of the threat was a stranger or a close friend. In Study
openaire   +1 more source

Human Brands in Sport: Athlete Brand Personality and Identification

Journal of Sport Management, 2013
By integrating social identity theory with brand personality, the authors test a model of how perceptions of human brands affect consumer’s level of cognitive identification. The findings suggest that consumers view athletes as human brands with unique personalities. Additional findings demonstrate that athlete prestige and distinctiveness leads to the
Brad D. Carlson, D. Todd Donavan
openaire   +1 more source

The Relationship between Brand Experience, Brand Trust and Brand Identification in the process of creating Brand Love

International Journal of Business Excellence, 2021
Smriti Pande, Kriti Priya Gupta
openaire   +1 more source

THE INFLUENCE OF BRAND IDENTIFICATION AND BRAND SATISFACTION OF SMARTPHONE PRODUCTS ON BRAND EVANGELISM

2020
Smartphones have become an inseparable object from the public, especially for students. However, the preferences of each student are different, and after using the product or the smartphone they choose, they will judge how well the smartphone is by comparing their expectations with the performance of the smartphone they are using. Campus life is a life
Mamesah, Stefanus, Tumbuan, Willem J. F. A., Tielung, Maria V.J.   +2 more
openaire   +1 more source

Brand identification

2023
openaire   +1 more source

Self-Brand Identification

2023
openaire   +1 more source

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

Journal of Product and Brand Management, 2021
Ellen Pullins, Michael L Mallin, Bashar S Gammoh   +2 more
exaly  

Building brand credibility: The role of involvement, identification, reputation and attachment

Journal of Retailing and Consumer Services, 2022
Yuksel Ekinci, Sebastian Molinillo, Arnold Japutra   +2 more
exaly  

Cattle Identification: Freeze Branding

2014
Freeze branding offers a permanent form of individual animal identification that is easy to read at a great distance, causes minimal damage to the hide, and is less painful than hot branding.
Hall, John B., Greiner, Scott P., Gregg, Cynthia L.   +2 more
openaire   +1 more source