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The Semiology of Changing Brand Image [PDF]
Journal of Research in Marketing and Entrepreneurship, 2003 This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between interpretation of messages and advertising effectiveness in changing brand image is explored.
Combe, Ian +2 more
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The national image of global brands [PDF]
, 2002 As the Chinese use characters based on ideograms, international brands have to choose a proper Chinese name for the market. This paper presents the findings from a detailed study of the Chinese names of 100 international brands along three dimensions ...
Fan, Y
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Brand image and brand dilution in the fashion industry [PDF]
Automatica, 2006 This paper develops dynamic optimal control model of a fashion designer's challenge of maintaining brand image in the face of short-term profit opportunities through expanded sales that risk brand dilution in the longer-run. The key state variable is the brand's reputation, and the key decision is sales volume.
Kort, Peter M. +3 more
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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. +39 more
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When employer brand image aids employee satisfaction and engagement [PDF]
, 2017 Purpose – The purpose of this paper is to test whether employee characteristics (age, gender, role and experience) influence the effects of employer brand image, for warmth and competence, on employee satisfaction and engagement.
Davies, Gary +2 more
core +2 more sources
The Influence of Sponsor-Event Congruence in Sponsorship of Music Festivals [PDF]
, 2014 This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing ...
Gayatri, G. (Gita) +1 more
core +3 more sources
Vodafone: the relationship between brand image and online marketing strategies [PDF]
, 2018 The competition in global marketplaces is progressively increasing due to a large number of local players that form the telecom industry. For this reason, it is essential for companies to establish a strong brand image to maintain its position in the ...
Garcia Medina, Irene, Hasan Mahmud, Niaz
core +2 more sources
Building brands through experiential events: when entertainment meets education [PDF]
, 2018 Experiential marketing is increasingly getting companies’ attention as a strategy to interact with consumers and engage them to better convey their brand image and positioning.
Addis, Michela +2 more
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A Reconceptualization of Brand Image
International Journal of Business Administration, 2014 Brand image forms the basis for making better strategic marketing decisions about targeting specific market segments and positioning a product. The phrase, brand image, however, has been defined and applied in various ways by different researchers.
J. Lucy Lee +2 more
openaire +4 more sources