Results 251 to 260 of about 510,624 (303)

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
exaly   +4 more sources

The influence of brand trust and brand identification on brand evangelism

Journal of Product & 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 ...
Enrique P. Becerra, Vishag Badrinarayanan   +1 more
openaire   +3 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 ...
Pedro Simões Coelho, Paulo Rita, Zélia Raposo Santos   +2 more
openaire   +3 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

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

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

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

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

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