Results 251 to 260 of about 2,348,712 (321)

Brand Identity

The Fairchild Books Dictionary of Fashion, 2012
Dosis SemiBold, Jura DemiBold
openaire   +2 more sources

The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity

, 2020
Brand 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

Consumer-brand identity and online advertising message elaboration

, 2020
The 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

Customer-Based Place Brand Equity and Tourism: A Regional Identity Perspective

Journal of Travel Research, 2021
The 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, Sudeepta Pradhan, M. Bashir, S. Roy   +3 more
semanticscholar   +1 more source

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

, 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, Xuebing Dong, Ziwei Luo, Rui Guo   +3 more
semanticscholar   +1 more source

A typology of organisational stakeholder engagement with place brand identity

Journal of Strategic Marketing, 2020
This study explores how stakeholders engage with a place brand identity (PBI) in the context of country branding. This research extends beyond the importance and challenges of stakeholder brand engagement with place brand identity by exploring several ...
Jessica Helmi, K. Bridson, Riza Casidy
semanticscholar   +1 more source

Co-creating consistent brand identity with employees in the hotel industry

, 2020
Purpose 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

“It’s good.” “says who?”: the mediating role of professional legitimacy on the relationship between film-extension performance and changes in directors’ human brand identity

Journal of Product & Brand Management, 2020
PurposeBuilding strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this study aims to examine the respective influences of the economic and critical
Camille Pluntz, B. Pras
semanticscholar   +1 more source

How Does Service Climate Influence Hotel Employees’ Brand Citizenship Behavior? A Social Exchange and Social Identity Perspective

Australasian Marketing Journal, 2021
By integrating social exchange and social identity theories, this article examines the mechanism through which employee perceived service climate enhances employee brand citizenship behavior (BCB).
H. T. Hoang
semanticscholar   +1 more source

Brand orientation, brand-building behavior and brand identity in SMEs: an empirical evaluation

, 2020
This 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, Nikolina Palamidovska-Sterjadovska, M. Mihajlov, Anita Ciunova-Shuleska   +3 more
semanticscholar   +1 more source