Results 281 to 290 of about 1,252,515 (351)
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Improving service brand personality with augmented reality marketing
Journal of Services Marketing, 2021Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience.
Daria Plotkina +2 more
semanticscholar +1 more source
Beyond brand personality. A multidimensional perspective of self-congruence
Journal of Marketing Management, 2022Consumers strongly prefer brands that resonate with their own self-concepts, life tasks, themes, and concerns; in response, brands increasingly seek to connect with multiple aspects of their target marketsʻ self-concepts.
D. Wilkie, Sally Rao Hill
semanticscholar +1 more source
Trajectories of Brand Personality Research since the New Millennium: A Bibliometric Analysis
FIIB Business Review, 2022Although brand personality as a research construct has been gaining immense consideration since the inception of the new millennium, the nature of research conducted over the years has heavily converged on a few specific avenues, such as scale validity ...
Shaunak Roy, Shivaji Banerjee
semanticscholar +1 more source
The role of brand personality in the formation of consumer affect and self-brand connection
Journal of Product & Brand Management, 2021Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach
Justin F. McManus +2 more
semanticscholar +1 more source
Journal of Marketing for Higher Education, 2021
This article presents an empirical investigation of the effects university brand personality and student–university identification have on student participation and citizenship behaviour in the context of higher education.
Fahmida Naheen, Tamer H. Elsharnouby
semanticscholar +1 more source
This article presents an empirical investigation of the effects university brand personality and student–university identification have on student participation and citizenship behaviour in the context of higher education.
Fahmida Naheen, Tamer H. Elsharnouby
semanticscholar +1 more source
A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning
Journal of Interactive Marketing, 2021Tools for analyzing social media text data to gain marketing insight have recently emerged. While a wealth of research has focused on automated human personality assessment, little research has focused on advancing methods for obtaining brand personality
Utku Pamuksuz +2 more
semanticscholar +1 more source
Islamic apparel brand personality model
Journal of Islamic Marketing, 2021Purpose The Islamic modest fashion industry is growing rapidly and becoming more competitive within an increasing number of brands available in the market. Based on this reason, both marketers and designers need to create differentiation in their brands.
Rana Zaki +2 more
semanticscholar +1 more source
Journal of Hospitality and Tourism Insights, 2021
PurposeThe purposes of this study were to explore the moderating effect of consumer affinity on brand personality and consumers' intention to stay in a hotel, as well as on self-congruity and consumers' intention to stay in a hotel.Design/methodology ...
Sheng-Hshiung Tsaur +2 more
semanticscholar +1 more source
PurposeThe purposes of this study were to explore the moderating effect of consumer affinity on brand personality and consumers' intention to stay in a hotel, as well as on self-congruity and consumers' intention to stay in a hotel.Design/methodology ...
Sheng-Hshiung Tsaur +2 more
semanticscholar +1 more source
2023
Current changes in management practices at the international level, have influenced the concept of institutional management at national level. Today, the openness of managerial staff to ensure quality of the educational process, determines continuous development and openness towards solid innovation.
openaire +1 more source
Current changes in management practices at the international level, have influenced the concept of institutional management at national level. Today, the openness of managerial staff to ensure quality of the educational process, determines continuous development and openness towards solid innovation.
openaire +1 more source
The antecedents and consequences of brand personality: a systematic review
EuroMed Journal of Business, 2021PurposeThe topic of brand personality (BP) has received extensive research attention in the last 2 decades, with a particular focus on examining its antecedents and consequences.
Muhammad Rashid Saeed +4 more
semanticscholar +1 more source