Results 261 to 270 of about 3,183,469 (279)

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

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

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

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

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

Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives

International Journal of Information Management, 2016
Yi-Shun Wang
exaly