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User-generated place brand identity: harnessing the power of content on social media platforms
Journal of Place Management and Development, 2019PurposeThe purpose of this paper is to use user-generated content (UGC) on social media platforms to infer the possible place brand identities of two famous metropolitan areas in Bangkok, Thailand, namely, Khaosan Road and Yaowarat (Bangkok’s Chinatown),
Viriya Taecharungroj
semanticscholar +1 more source
Brand identity fit in co-branding
European Journal of Marketing, 2014Purpose– This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes.
Seung Hwan (Mark) Lee, Na Xiao
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Developing an Athlete Brand Identity Scale using Rasch analysis
, 2020Purpose: This study identifies important dimensions of the athlete brand identity construct incorporating the athlete perspective. It also uses Rasch analysis to provide a practical tool (the Athlete Brand Identity Scale) to measure how closely an ...
Annika Linsner +3 more
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Understanding Role of Fonts in Linking Brand Identity to Brand Perception
Corporate Reputation Review, 2021Vikas Singla, Nidhi Sharma
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From Identity Into Brand Visual Identity
2020This chapter seeks to contribute to the clarification of the concepts corporate identity, brand identity, and brand personality. Through a methodology based on literature review and descriptive case studies, the authors seek to define a model to characterize corporate identity and to define brand identity and brand personality as ways of ...
Daniel Raposo +2 more
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2013
We must deconstruct, of course, but on condition that we also reconstruct. There is no lack of research that can help us to forge a better understanding of the notion of identity. This research is equally fertile when it is transferred to the world of brands, where it makes possible a stimulating redefinition of brand identity.
openaire +2 more sources
We must deconstruct, of course, but on condition that we also reconstruct. There is no lack of research that can help us to forge a better understanding of the notion of identity. This research is equally fertile when it is transferred to the world of brands, where it makes possible a stimulating redefinition of brand identity.
openaire +2 more sources
Journal of Business Research, 2017
The commentary endorses the view of brands as complex social relations that develop among a multitude of enacted stakeholder identities and discusses in what ways this perspective may lead to a novel paradigm of brand building – one that highlights the dynamic and fluid character of brand identity.
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The commentary endorses the view of brands as complex social relations that develop among a multitude of enacted stakeholder identities and discusses in what ways this perspective may lead to a novel paradigm of brand building – one that highlights the dynamic and fluid character of brand identity.
openaire +1 more source