Results 1 to 10 of about 45,839 (308)
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 ...
Black, Iain, Veloutsou, Cleopatra
exaly +9 more sources
“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
"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. All human behavior is a symbolic action. People are notjust choosing the best, the fanciest, or the cheapest brands.
Raluca Mihalcea, Iacob Catoiu
openaire +3 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
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 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
Creating an Online Brand Identity [PDF]
, 2021 Content generation in the age of the internet of things has been transforming tourism businesses' digital strategies. Despite changes observed in the business environment following the continuous importance of consumers' role in the creation of content ...
Sofia Almeida +5 more
core +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
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
Analysis of the factors affecting development of the services brand identity [PDF]
مدیریت بازرگانی, 2015 The current study aims to investigate the factors affecting development of the services brand identity in insurance industrial. Therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper,
Mohammad Bashokouh, Mitra Shekasteband
doaj +1 more source