Results 11 to 20 of about 493,088 (328)

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
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Internationalization Issues in Chinese Firms: One Belt, One Road-Based Perspective

Frontiers in Psychology, 2022
The underlying aim of this study was to investigate the impact of human resource management (HRM) practices, organizational identity, and brand leadership on employee brand-based equity through the mediatory role of brand knowledge dissemination.
Xia Wu
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Markennamen als sprachliche und kulturelle Identitätsträger [PDF]

Linguistische Treffen in Wrocław, 2023
Brand names play a special role for companies: they both convey and guarantee brand value. Despite their special status in brand management, and although the number of brand names is estimated to be over 43 million (!) worldwide, brand names are an ...
László Kovács
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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
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The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty

Ho Chi Minh City Open University Journal of Science - Economics and Business Administration, 2020
Brand loyalty has a crucial role in the business and wins the mind of the customers is the key mission of any brand. On the other hand, consumers use brands to express themselves, position and integrate the brand image into their own identity.
Nguyen Ngoc Dan Thanh, Nguyen Duc Thanh, Le Thi Thanh Thuy, Do Minh Thuy, Nguyen Thi Thanh Thao, Tong Nguyen Phuong Thanh   +5 more
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KEY CONSIDERATIONS WHEN DEVELOPING A COUNTRY’S TOURISM BRANDING STRATEGY [PDF]

Challenges of the Knowledge Society, 2021
Brand identity, brand positioning and brand image are three of the most important concepts that need to be considered when developing a successful tourism branding strategy.
Otilia-Elena PLATON, Irina CIOTEANU (IOSUB), Monica Nicoleta NEACȘU   +2 more
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Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity

Frontiers in Psychology, 2022
Branding has been a key factor for the software houses, mainly customers’ expectations for a predicted product and real-time experience. The identity and knowledge of brands set a certain set of expectations in the mind of the consumers and the ...
Zijing He
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Consumer Identity and Loyalty in Electronic Product Offline Brand Operation: The Moderator Effect of Fanship

Information, 2021
Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes.
Yitao Chen, Haijian Wang, Lei Wang, Jianyi Ding   +3 more
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Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party [PDF]

, 2015
Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices.
Aaker D., Alston M., Ashcroft M. A., Ashcroft M. A., Bale T., Bosch J., Budge I., Butler-Kisber L., Campbell J., Christopher Pich, Coleman B., Creswell J. W., Dahlen M., Daymon D., de Chernatony L., de Chernatony L., Dianne Dean, Dinnie K., Fill C., Foddy W., Gillham B., Gordon W., Graziano A. M., Helm T., Joachimsthaler E., Kapferer J., Kapferer J. N., Kavanagh D., Kvale S., Lane R., Lees-Marshment J., Lilleker D. G., Lloyd J., Malhotra N. K., Mauser G. A., Nilson T. H., Norton P., Panwar J. S., Ponnam A., Robinson J., Rubin H. J., Schutt R. K., Van Gelder S., Warren C. A. B., Wong J., Zikmund W. G.   +45 more
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Brand identity : theory versus practice in the South African banking sector [PDF]

The Retail and Marketing Review, 2017
The purpose of this article is to examine whether brand identity theory is congruent to practice in the South African banking sector. Furthermore, this paper seeks to determine whether documented brand identity (of a South African bank brand ‘A’) is ...
K Zwakala, Dr P Steenkamp, Dr NE Haydam
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