Results 11 to 20 of about 496,582 (302)

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

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
doaj   +1 more source

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
doaj   +1 more source

Leveraging family-based brand identity to enhance firm competitiveness and performance in family businesses [PDF]

, 2008
Drawing on the family-embeddedness perspective on entrepreneurship and the resource-based-view of the firm, we investigate how the promotion of family-based brand identity influences competitive orientation (customer versus product) and firm performance ...
Craig, Justin B., Davis, Peter S., Dibrell, Clay   +2 more
core   +1 more source

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
doaj   +1 more source

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
doaj  

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
doaj   +1 more source

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
doaj   +1 more source

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
core   +3 more sources