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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
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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
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Exploring the dynamics of antecedents to consumer–brand identification with a new brand
Journal of the Academy of Marketing Science, 2012This 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 +4 more
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Identity, Identification, and Branding
2019This 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
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Analysis of consumers’ response to brand community integration and brand identification
Journal of Brand Management, 2014Brands 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 +1 more
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Building consumer–brand relationships through brand experience and brand identification
Journal of Strategic Marketing, 2018AbstractBoth academics and industry are focusing heavily on building and nurturing consumer–brand relationships.
Vikas Kumar, Arun K. Kaushik
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The Effects of Consumer Brand Identification and Brand Attachment to Brand Equity
Journal of the Korean Society of Clothing and Textiles, 2010This 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 ...
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Brand identification using Gaussian derivative histograms
Machine Vision and Applications, 2003In 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 +3 more
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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 +3 more
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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 +3 more
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Global brand ownership: The mediating roles of consumer attitudes and brand identification
Journal of Business Research, 2016The 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 +3 more
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The Relationship Between Consumer-Brand Identification and Brand Extension
Journal of Relationship Marketing, 2019The 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
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