The effects of brand identity on brand performance in the service sector [PDF]
, 2018 This paper investigates the mechanisms through which brand identity affects brand performance. The study proposes that brand identity influences brand preference and affective brand identification which in turn drive desirable performance outcomes such ...
Casidy, Riza +8 more
core +1 more source
Metaverse Technologies and its effect on Brand Identity through Artificial Intelligence Marketing Activities as a mediating variable in the tourism industry: Testing the moderating role of Brand Excitement [PDF]
Maǧallaẗ Al-Buḥūṯ Al-Mālīyyaẗ wa Al-TiğāriyyaẗThe main purpose of the article is to clarify how Metaverse Technologies (Virtual Reality (VR), Augmented Reality (AR), 3D Modelling and Simulation, and Haptic Feedback) can change the tourism experiences and transform tourism marketing strategies in ...
شريف طاهر محمد فريد +1 more
doaj +1 more source
Explicating Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then Imploded [PDF]
, 2011 BP brand, Brand positioning, Deepwater horizon, Ethical corporate marketing, Corporate marketing, Ethical corporate identity, Sustainable entrepreneurship, Sustainability, Ethical corporate brands,
John Balmer +8 more
core +1 more source
Relationship between Consumer Identity and Brand Personality as a Factor of Brand Commitment
Социальная психология и общество, 2015 The article analyzes the relationship between consumer identity and brand personality as a factor of consumer commitment to the brand. We hypothesized that: a) there is a link between consumer identity and preferred brand’s personality; b) the higher the
Antonova N. V., Morozova V.D.
doaj +1 more source
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
Corporate Brand Identity Matrix [PDF]
, 2013 The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature.
Urde, Mats,, Lund University.
core +1 more source
Identifying and prioritizing strategies for creating and impacting brand identity using the FCM method [PDF]
رویکردهای نوین در مدیریت و بازاریابیThe aim of the present study is to identify and analyze the strategies for creating and consequences of brand identification using the FCM method. The present study is applicable in terms of its purpose, and exploratory in terms of data collection. Also,
Milad Amraie +3 more
doaj +1 more source
Rethinking brand management within sport: advancing towards the integrative sport brand ecosystem (ISBE) [PDF]
, 2023 Research Question Current research increasingly takes a multi-actor-dominant logic and situates sport brands within ecosystems. However, the multi-actor-dominant logic has not been captured in a holistic concept yet.
Ströbel, Tim +2 more
core +1 more source
Design and Reconceptualization of the Visual Brand Identity Framework
TržištePurpose – The aim of the paper is to redefine and conceptualize the essence and connections of visual brand identity through a new perspective. It begins with a critical examination of current visual brand identity theories, identifying and addressing ...
Nóra Julianna Gombos
doaj +1 more source
interpretive structural modeling of corporate brand identity in the market by looking at the IT industry B2B marketing performance [PDF]
مدیریت بازرگانی, 2016 Several brand identity frameworks have been published in the B2C brands . A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed.
Mohammad Rahim Esfidani +2 more
doaj +1 more source