Results 181 to 190 of about 2,534,377 (245)
Some of the next articles are maybe not open access.
The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity
, 2020Brand identities have a dual nature that appeals to the head (rational appeal) and to the heart (emotional appeal) of their consumers. Furthermore, consumers can process information in a predominately analytic or intuitive cognitive style (CS) manner ...
Diego Alvarado-Karste, Francisco Guzmán
semanticscholar +1 more source
, 2020
Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is
Junyun Liao +3 more
semanticscholar +1 more source
Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is
Junyun Liao +3 more
semanticscholar +1 more source
Customer-Based Place Brand Equity and Tourism: A Regional Identity Perspective
Journal of Travel Research, 2021The major purpose of place branding is to attract tourists and investors by enhancing the value proposition of a place through its unique regional identity.
Sunny Bose +3 more
semanticscholar +1 more source
2011
Such processes seem to be emphasized by Social Network Sites; in this chapter we analyze a sample of posts published on Facebook by fans of successful brands, in order to try and understand if consumption is more related to individuals’ identities and expressions or if it is still connected to the product itself and its qualities.
Alberto Marinelli, Geraldina Roberti
openaire +3 more sources
Such processes seem to be emphasized by Social Network Sites; in this chapter we analyze a sample of posts published on Facebook by fans of successful brands, in order to try and understand if consumption is more related to individuals’ identities and expressions or if it is still connected to the product itself and its qualities.
Alberto Marinelli, Geraldina Roberti
openaire +3 more sources
Consumer-brand identity and online advertising message elaboration
, 2020The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the ...
K. Graham, Kelly M. Wilder
semanticscholar +1 more source
Co-creating consistent brand identity with employees in the hotel industry
, 2020Purpose This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting.
S. Chung, John Byrom
semanticscholar +1 more source
, 2020
Primarily evolving from the marketing and entrepreneurship literature, entrepreneurial marketing has enjoyed many milestones in its acceptance as an area of marketing. Entrepreneurial marketing is now advancing towards theory construction.
Lei Shi, Angela K. Miles
semanticscholar +1 more source
Primarily evolving from the marketing and entrepreneurship literature, entrepreneurial marketing has enjoyed many milestones in its acceptance as an area of marketing. Entrepreneurial marketing is now advancing towards theory construction.
Lei Shi, Angela K. Miles
semanticscholar +1 more source
2019
This chapter focuses on the ways in which symbolic codes are manipulated and deployed in the iconography and text of clothing products. It focuses in particular on the use of codes that draw on alphanumeric combinations or on historical references. Such codes are seen not only on T-shirts and other clothing products but also on tattoos, license plates,
openaire +1 more source
This chapter focuses on the ways in which symbolic codes are manipulated and deployed in the iconography and text of clothing products. It focuses in particular on the use of codes that draw on alphanumeric combinations or on historical references. Such codes are seen not only on T-shirts and other clothing products but also on tattoos, license plates,
openaire +1 more source
Brand orientation, brand-building behavior and brand identity in SMEs: an empirical evaluation
, 2020This study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand orientation, brand-building behavior and brand identity.,In addressing the research ...
C. Osakwe +3 more
semanticscholar +1 more source
Destination brand identity and emerging market tourists’ perceptions
, 2020The trend of destination branding is prominent in contemporary tourism. However, little research has investigated the relationships between tourist perceptions of destination brand identity and value, satisfaction, and behavioral intention, particularly ...
Chang-Hua Yen +2 more
semanticscholar +1 more source