Results 11 to 20 of about 1,040,105 (296)

Brand personality: theory and dimensionality [PDF]

Journal of Product & Brand Management, 2018
PurposeThis paper aims to critique human personality as a theory underpinning brand personality and to propose instead a theory from human perception, and by doing so, to identify universally relevant dimensions.Design/methodology/approachA review of published measures of brand personality, a re-analysis of two existing data bases and the analysis of ...
Davies, Gary, Rojas-Méndez, José I., Whelan, Susan, Mete, Melisa, Loo, Theresa   +4 more
core   +5 more sources

Defining personal brand, personal branding and personal brand equity

Prosperitas, 2023
This study examines the concept of personal brand equity (PBE) and the relationship between the constructs of personal brand (pb) and Personal Branding (PB). This article provides insight into the concept of PBE. The definition of the three main constructs and the corresponding key variables are reviewed based on the existing literature.
Péter Szántó, László Radácsi
openaire   +2 more sources

Personal branding

Revista Gestão em Análise
O presente artigo efetua uma análise acerca das contribuições da psicologia e da sociologia no gerenciamento de marcas pessoais, buscando preencher algumas lacunas teóricas referentes à incipiente difusão do Personal Branding no meio acadêmico. Em uma perspectiva dialética, os autores discutidos nesta revisão de literatura inferem que, na mesma medida ...
Airton Carlos Patzlaff, Priscila Maria Gregolin Patzlaff   +1 more
  +6 more sources

MENCIPTAKAN GREEN BRAND PERSONALITY BAGI MEREK RAMAH LINGKUNGAN

Matrik, 2018
Tujuan penelitian ini adalah menjelaskan pengaruh green brand terhadap green brand personality, pengaruh green brand terhadap green brand image, pengaruh green brand image terhadap green brand personality, peran green brand image sebagai mediasi pengaruh
Gede Suparna, Ni Wayan Ekawati, I Gusti Agung Ketut Gede Suasana, Anak Agung Ayu Sriathi   +3 more
doaj   +1 more source

Exploring and consolidating the brand personality elements of the political leader [PDF]

Spanish Journal of Marketing-ESIC, 2018
Purpose - This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party).
Varsha Jain, Meetu Chawla, B.E. Ganesh, Christopher Pich   +3 more
doaj   +1 more source

Brand personality and its influence on brand loyalty - Do sophisticated brands have more brand loyal customers? [PDF]

, 2009
Objectives. Creating loyal customers is one of the most important aims organisations have. However, most marketing departments try to create loyal customers through customer loyalty programmes only.
Skatulla, Veronika, Spörrle, Matthias, Pösl, Miriam, Natter, Martin, Bekk, Magdalena   +4 more
core   +1 more source

STUDI MENGENAI CITY BRANDING KOTA YOGYAKARTA SEBAGAI KOTA PELAJAR DI INDONESIA

Matrik, 2019
Penelitian ini bertujuan untuk menganalisis pengaruh attitude toward brand, brand uniqueness, dan brand personality terhadap self-brand connection serta pengaruh self-brand connection terhadap brand advocacy.
Steffanie Yu, Ari Setiyaningrum
doaj   +1 more source

Match them, if you can! The similarity between brand personality and endorser personality as determinant of perceived fit and purchase intentions [PDF]

, 2009
Objectives. The match-up hypothesis states that endorsements will be more effective in advertisements when there is congruence between endorser (i.e., a celebrity) and endorsed product (e.g., Till & Busler, 2000). Unlike most previous research, which has
Felser, Georg, Spörrle, Matthias, Bekk, Magdalena   +2 more
core   +1 more source

A study of brand preference: An experiential view [PDF]

, 2013
This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel UniversityConsumer brand preference is an essential step to understand consumer choice behaviour, and has therefore always received great attention from marketers.
Ebrahim, Reham Shawky
core   +5 more sources

The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia [PDF]

Management Science Letters, 2016
This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua).
Hashed Ahmad Mabkhot , Salniza Md. Salleh, Hasnizam Shaari   +2 more
doaj   +1 more source