Results 21 to 30 of about 2,534,377 (245)

THE INFLUENCE OF A HERITAGE CITY BRANDING ON THE CITY’S BRAND IDENTITY AND BRAND IMAGE, AND TOURISTS’ VISITING DECISION

Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK), 2023
The growing emphasis on urban management has driven a trend toward city branding to enhance the city attractiveness. This study investigates the influence of city branding on the city’s brand identity and brand image, and tourists’ visiting decision ...
Indah Fatmawati, Anindya Maharani
doaj   +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

Corporate brand identity co-creation in business-to-business contexts

Industrial Marketing Management, 2020
Traditionally, corporate brand identity was considered to be directed and controlled by managers. However, more recent research has begun to recognize the limits of this view, which has led to the emergence of a stakeholder-driven, dynamic perspective ...
O. Iglesias, Polina Landgraf, Nicholas Ind, Stefan Markovic, Nikolina Koporcic   +4 more
semanticscholar   +1 more source

Engaging Consumers with Environmental Sustainability Initiatives: Consumer Global–Local Identity and Global Brand Messaging

Journal of Marketing Research, 2022
Environmental sustainability is a common practice of global brands, with 90% of the top 100 Interbrand global brands making statements about environmental efforts on their websites.
E. Salnikova, Yuliya Strizhakova, Robin A. Coulter   +2 more
semanticscholar   +1 more source

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

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  

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

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
doaj  

THE EFFECT OF NEW IDENTITY, NEW IMAGE, AND REPOSITIONING AS A PROCESS OF REBRANDING TOWARD BRAND LOYALTY, BRAND ASSOCIATIONS, PERCEIVED QUALITY AS PART OF BRAND EQUITY [PDF]

Russian Journal of Agricultural and Socio-Economic Sciences, 2018
Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media ...
Setiani T., Antoni, Sujoko A.
doaj   +1 more source