Results 261 to 270 of about 2,348,712 (321)
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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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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 +2 more sources
Brand Identities: A Framework for Successful Branding
Paradigm: A Management Research Journal, 2007A brand identity is an outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from-competitors. It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently ...
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Journal of Global Marketing, 2021
The effects of cultural identity on perceptions about and preference for global and local brands remain less understood. Using consumer cultural identity theory, this study tests assumptions that cultural identity drives perceived brand globalness and ...
A. A. Yeboah-Banin, E. Quaye
semanticscholar +1 more source
The effects of cultural identity on perceptions about and preference for global and local brands remain less understood. Using consumer cultural identity theory, this study tests assumptions that cultural identity drives perceived brand globalness and ...
A. A. Yeboah-Banin, E. Quaye
semanticscholar +1 more source
Identity, Identification, and Branding
2019This essay offers a contemporary overview of issues in organizational identity, organizational identification, difference, and branding, including references to personal experience, work trends, and popular culture. Along the way, we consider how certain intellectual traditions remain relevant today, as well as identify research exemplars for ...
George Cheney, Katie Sullivan
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Towards an identity-based branding [PDF]
Marketing Theory, 2009 While it is recognized that brands can play a pivotal role in a company's value generation, the levers which determine success have been far more difficult to identify. One of the reasons for this is that a large body of research still focuses on establishing a rather narrow definition of the brand as being only a communication vehicle.
Christoph Burmann +2 more
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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
Corporate brand and organizational identity
2002Corporations have just recently realized that they are brands. In our modern global village, where the irruption and widespread development of the Internet and worldwide events relayed through global media link us even closer together, corporations’ names and associated signs (marques) are reaching across the continents to touch very broad and diverse ...
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The Corporate Identity as the Brand
1987A corporate identity programme is really nothing more than the branding and packaging of an entire company. Like all packaging, it is a way of giving shape to the contents — a way of communicating the corporate ingredients to target groups and markets.
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Rethinking Identity in Brand Management
2006Branding has moved from identifying products to managing the meaning of brands through elaborate brand identity systems. Previously, the fundamental function of branding was to identify a product and an assurance of standard and quality, thereby suggesting difference from alternative offerings.
Fabian Faurholt Csaba, Anders Bengtsson
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