Results 1 to 10 of about 493,088 (328)
“We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector [PDF]
Frontiers in Psychology, 2022 Prior studies focused on consumer satisfaction and loyalty have brought undeniable benefits to luxury brand marketing but are not sufficient to ensure a long-lasting and profitable customer-brand relationship in the new setting. Brand identity provides a
Xi Xi +4 more
doaj +2 more sources
Brand identity development [PDF]
E3S Web of Conferences, 2020 The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy,
Ianenko Marina +2 more
doaj +2 more sources
Conceptualisation of Nation Brand Image [PDF]
International Journal of Management Studies, 2013 This paper examines the nation brand image notion. Literature review is employed as the method to develop the conceptual model. This paper suggests that the multifaceted nature of a nation can be covered in the nation brand image.
Bintang Handayani, Basri Rashid
doaj +6 more sources
The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model [PDF]
Humanities & Social Sciences CommunicationsThis study investigated the relationship between brand identity, brand lifestyle congruence, brand satisfaction, and repurchase intention. In addition, this study examined how the primary reference group’s family and peer/friend affected individuals ...
Ayşegül Acar +4 more
doaj +2 more sources
PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND
Ekonomski Vjesnik, 2012 This paper begins with the term product brand identity as the new market paradigm. It aims to define the term product brand identity and its significance for realisation of the market value of a product’s brand and overall marketing goals of an ...
Branislav Lijović
doaj +1 more source
The impact of social identity of brand on brand loyalty development [PDF]
Management Science Letters, 2012 During the past few years, there have been increasing discussions on the impact of brand in business units. Many researchers have concluded that the best way to increase sales is to introduce the brand in society. In this study, we consider the impact of
Alireza Bakhshizadeh +2 more
doaj +2 more sources
The Combined Effect of Organizational Strategy and Competencies on Corporate Brand Identity [PDF]
مدیریت بازرگانی, 2021 Objective The purpose of this study was to investigate the impact of various factors of corporate brand identity on corporate brand identity dimensions in the banking industry.
Mohammad Daneshgar +3 more
doaj +1 more source
Middle-age brand identity crisis
Internext: Revista Eletrônica de Negócios Internacionais, 2023 Objective: This paper aimed to provide a systematic review of brand identity and understand how literature streams impact the current brand identity frameworks.
Antonio Pedro Alves +2 more
doaj +1 more source
Creating a Brand on the Identity of a Sports Club: Preliminary Report Creating a Brand on the Identity of a Sports Club [PDF]
Sport Mont, 2021 Creating a sports club brand is an important strategic marketing activity. The quality of the content of a sports club brand can be communicated effectively by promoting its key features.
Nenad Bulovic, Neven Seric
doaj +1 more source
Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK), 2023 The growing emphasis on urban management has driven a trend toward city branding to enhance the city attractiveness. This study investigates the influence of city branding on the city’s brand identity and brand image, and tourists’ visiting decision ...
Indah Fatmawati, Anindya Maharani
doaj +1 more source