Results 261 to 270 of about 510,624 (303)

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
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Brand identification, cause-brand alliances and perceived cause controversy

Journal of Product & Brand Management, 2019
Purpose The purpose of this study is to examine the extent to which a cause-brand alliance (CBA) leads to improved attitude toward cause-brand alliance, which in turn leads to improved brand identification. Design/methodology/approach The approach uses a 2 × 2 × 2 between-subjects experimental design to examine the interaction effect of the brand ...
Yasamin Vahdati, Kevin E. Voss
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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
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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, 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 ...
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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
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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
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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
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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
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Personal Branding and Brand Loyalty, Social Network Users Brand Identification: Polish-French Model

SSRN Electronic Journal, 2017
Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research, based on a multinational sample, is to fill the gap in understanding how users choose among social networking sites as an act of brand identification. The authors of
Wioleta Kucharska, JJrrme Thomas
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The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

European Journal of Marketing, 2016
PurposeThis study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes ...
Rico Piehler, Ceridwyn King, Christoph Burmann, Lina Xiong   +3 more
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