Results 271 to 280 of about 3,745,740 (323)
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Journal of Product & Brand Management, 2022
Purpose This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand
Bangwool Han
semanticscholar +1 more source
Purpose This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand
Bangwool Han
semanticscholar +1 more source
Exploring the Effect of Personality Congruencies on Brand Identification and Purchase Intentions
Journal of Global Scholars of Marketing Science, 2022The purpose of this study is to examine how brand reputation and uniqueness impact customer brand identification and purchase intent. Utilizing the survey data of 712 respondents, the research has also discovered the influence of paired personality ...
Nilesh Arora +3 more
semanticscholar +1 more source
International Journal of Business Communication, 2021
Using a two (crisis response strategy: diminish vs. rebuild) × three (source: brand organization vs. brand executive vs. brand fan) experimental design, this study examines how brand fans (i.e., consumers who identify with a brand) can be prompted to ...
H. Lim, Natalie Brown-Devlin
semanticscholar +1 more source
Using a two (crisis response strategy: diminish vs. rebuild) × three (source: brand organization vs. brand executive vs. brand fan) experimental design, this study examines how brand fans (i.e., consumers who identify with a brand) can be prompted to ...
H. Lim, Natalie Brown-Devlin
semanticscholar +1 more source
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
openaire +1 more source
The influence of brand trust and brand identification on brand evangelism
Journal of Product & Brand Management, 2013Purpose – 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 +1 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
openaire +1 more source
Journal of Global Marketing
This research focused on brand activism campaigns in a global marketing context. It explored how consumers judge a brand’s activism authenticity. An online survey was conducted in Italy.
Mario D’Arco +3 more
semanticscholar +1 more source
This research focused on brand activism campaigns in a global marketing context. It explored how consumers judge a brand’s activism authenticity. An online survey was conducted in Italy.
Mario D’Arco +3 more
semanticscholar +1 more source
Drivers of consumer–brand identification
International Journal of Research in Marketing, 2012Abstract 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 +2 more
openaire +2 more sources
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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Human Brands in Sport: Athlete Brand Personality and Identification
Journal of Sport Management, 2013By 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