Results 221 to 230 of about 1,837 (249)
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Psychology & Marketing, 2016
ABSTRACTWhile customer orientation is accepted as a core marketing principle, this research suggests that an opposing orientation—product orientation—may offer an advantage. Managers who follow a product orientation focus on products that interest and inspire them rather than on products that fulfill consumers’ desires.
Julie Guidry Moulard +2 more
openaire +1 more source
ABSTRACTWhile customer orientation is accepted as a core marketing principle, this research suggests that an opposing orientation—product orientation—may offer an advantage. Managers who follow a product orientation focus on products that interest and inspire them rather than on products that fulfill consumers’ desires.
Julie Guidry Moulard +2 more
openaire +1 more source
Brand Citizenship Behavior, Brand Leadership, Brand Passion, Isfahan, SEM
Social Studies in Tourism, 2023amirreza konjkav monfared +2 more
openaire +1 more source
Demystifying the Antecedents of Brand Advocacy : Mediating the Role of Brand Love and Brand Passion
Indian Journal of Marketing, 2022Susobhan Goswami +1 more
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Global Branding and Country of Origin. Creativity and Passion
2016Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of ...
AIELLO, Gaetano +2 more
openaire +1 more source
Journal of Product & Brand Management
Purpose The purpose of this paper is to elucidate consumers’ perceptions of celebrities as masstige human brands (Study 1) and to develop a novel comparative framework that incorporates two distinct mediating variables, brand passion and brand addiction (Study 2), which shape the relationship between human ...
Rodrigues, Paula +4 more
openaire +2 more sources
Purpose The purpose of this paper is to elucidate consumers’ perceptions of celebrities as masstige human brands (Study 1) and to develop a novel comparative framework that incorporates two distinct mediating variables, brand passion and brand addiction (Study 2), which shape the relationship between human ...
Rodrigues, Paula +4 more
openaire +2 more sources
Computing the Effect of Brand Passion on Consumer Behaviour
2022Yashodhan Karulkar +3 more
openaire +1 more source
Brand passion: a systematic review and future research agenda
Journal of Brand Management, 2023Justin Paul +2 more
exaly
Creating Passion Brands: Getting to the Heart of Branding
Journal of Product & Brand Management, 2006openaire +1 more source