Results 281 to 290 of about 3,745,740 (323)

Voice-based Mobile Phone Brand Identification

2024 3rd International Conference on Sentiment Analysis and Deep Learning (ICSADL)
Brand identification is important for security, marketing, and user experience as the use of mobile devices increases. This study uses Mel Frequency Cepstral Coefficients (MFCC) and the Random Forest algorithm to develop an innovative approach for voice ...
Kishori Degaonkar, Prerna Saitwal, Rajat Patil, Nagesh Pujari, Manas Rathi   +4 more
semanticscholar   +1 more source

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
openaire   +1 more source

Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector

Consumer Behaviour in Hospitality and Tourism, 2019
The current study presents an integrated model that explores how customer brand identification (CBI), affective commitment, customer satisfaction, and brand trust influence the development of customer behavioral intention of loyalty (CBIL) in the ...
R. Rather, Shehnaz Tehseen, Murtaza Hassan Itoo, S. H. Parrey   +3 more
semanticscholar   +1 more source

The impact of university brand identification and eWOM behaviour on students’ psychological well-being: a multi-group analysis among active and passive social media users

, 2020
Encouraging students to share positive online reviews should not be regarded only as a marketing tool. This study aims to examine (i) the relationship between positive online reviews behaviour for university and students’ well-being; and (ii) the impact ...
Daisy Lee, P. Ng, S. Bogomolova
semanticscholar   +1 more source

“Us” to co-create value and hate “them”: examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism

, 2020
Purpose The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including customer experiential hedonic value, social influence and ...
Omar S. Itani
semanticscholar   +1 more source

How the Interplay of Consumer-Brand Identification and Crises Influences the Effectiveness of Corporate Response Strategies

International Journal of Business Communication, 2020
Consumer-brand identification (CBI) establishes when consumers use the defining attributes of a brand to define themselves. This study examines whether and how CBI influences the effectiveness of corporate response strategies suggested by the situational
Liang Ma
semanticscholar   +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

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

, 2020
Purpose The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling.
E. Delgado-Ballester
semanticscholar   +1 more source

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 ...
openaire   +1 more source

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
openaire   +2 more sources