Results 291 to 300 of about 1,252,515 (351)
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Journal of Product & Brand Management
Purpose This study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions.
Upasana Seth, Harmeen Soch
semanticscholar +1 more source
Purpose This study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions.
Upasana Seth, Harmeen Soch
semanticscholar +1 more source
Do brand personality scales really measure brand personality?
Journal of Brand Management, 2003Since 1997, literature and research on the concept of brand personality have been flourishing, and specific scales have gone into widespread use in academic circles, unchallenged on their validity. Brand personality is certainly a key facet of a brand identity.
Kapferer, Jean-Noël, Azoulay, Audrey
openaire +2 more sources
Journal of Marketing Management, 2011
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
openaire +1 more source
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
openaire +1 more source
Hotel brand personality and brand quality
Journal of Vacation Marketing, 2013Hotel brand quality itself may not guarantee to increase hotel brand value and loyalty, but the combination between brand quality and brand personality will be significantly associated with brand value and brand loyalty (Boo et al., 2009). The purpose of this study was to explore the relationship between hotel brand quality and hotel brand personality
Xuan Tran +2 more
openaire +1 more source
The impact of brand personality on consumer behavior: the role of brand love
Journal of Fashion Marketing and Management, 2019Purpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct.
C. Bairrada +2 more
semanticscholar +1 more source
Express Brand Personality As Personal Branding
European Proceedings of Social and Behavioural Sciences, 2021openaire +1 more source