Results 1 to 10 of about 496,483 (203)
“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
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
Working consumers: Co-creation of brand identity, consumer identity and brand community identity [PDF]
Journal of Business Research, 2017 The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: the brand, the ...
Iain Black, Cleopatra Veloutsou
exaly +5 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
CONSUMER IDENTITY AND IMPLICATIONS FOR THE BRAND [PDF]
Annales Universitatis Apulensis Series Oeconomica, 2008 In a consumer culture people no longer consume for merely functional satisfaction,but consumption becomes meaning-based, and brands are often used as symbolic resources for theconstruction and maintenance of identity.
Iacob Catoiu, Raluca Mihalcea
core +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
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 Effect of Brand Trust and Brand Identity on Brand Evangelism [PDF]
کاوشهای مدیریت بازرگانی, 2015 The purpose of this study was to examine the impact of brand trust and brand identity on brand evangelism among the mobile phone users among the students at Semnan University. The study investigates the effect of two consumer-brand relational constructs,
Hossein Balochi +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
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