Results 31 to 40 of about 2,348,712 (321)

Markennamen als sprachliche und kulturelle Identitätsträger [PDF]

Linguistische Treffen in Wrocław, 2023
Brand names play a special role for companies: they both convey and guarantee brand value. Despite their special status in brand management, and although the number of brand names is estimated to be over 43 million (!) worldwide, brand names are an ...
László Kovács
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Internationalization Issues in Chinese Firms: One Belt, One Road-Based Perspective

Frontiers in Psychology, 2022
The underlying aim of this study was to investigate the impact of human resource management (HRM) practices, organizational identity, and brand leadership on employee brand-based equity through the mediatory role of brand knowledge dissemination.
Xia Wu
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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
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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
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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
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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
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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
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Corporate brand management imperatives: Custodianship, credibility, and calibration [PDF]

, 2012
Copyright 2012 by The Regents of the University of California. All rights reserved.Marshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires
Balmer, JMT
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Political brand image: an investigation into the operationalisation of the external orientation of David Cameron’s Conservative brand [PDF]

, 2015
This paper seeks to address the limited understanding of how to operationalise the external brand image of a political brand. More specifically, this research critically assesses the transfer potential of the six variables of brand image by Bosch, Venter,
Aaker D., Alston M., Ashcroft M. A., Ashcroft M. A., Baines P., Bale T., Boddy C. R., Bosch J., Bosch J., Bryman A., Budge I., C. Pich, Charles G, Coop W. F., Daymon C., de Chernatony L., Einstein M., Flick U., G. Armannsdottir, Gillham B., Gordon W., Gorman G.E., Helm T., Jones D., Kavanagh D., Kvale S., Malhotra N. K., McEnally M., Mengxia Z., Needham C., Nilson T. H., Petromilli M., Ramsey E., Robinson J., Schutt R. K., Stewart D. W., Van Gelder S., Warren C. A. B., Worcester R., Zikmund W. G.   +39 more
core   +1 more source

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
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