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The Role of Color in the Brand Commitment of Sporting Good's Consumers: Mediating Role of the Brand Equity [PDF]
Sports Business Journal, 2023 Purpose: Color is commonly regarded as the primary symbol that elicits customers' attraction, interest, or aversion. This research examines brand characteristics concerning color: Brand Commitment and Brand Equity.Methodology: The statistical population ...
Soodabeh Rahmati +2 more
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Brand identity development [PDF]
E3S Web of Conferences, 2020 The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy,
Ianenko Marina +2 more
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When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge
GfK Marketing Intelligence Review, 2018 In today’s world, knowing more about a brand can make people think worse of it. Rather than helping a brand, increased familiarity can actually add risk.
Walker Chip
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At-Risk Brand Relationships and Threats to the Bottom Line
GfK Marketing Intelligence Review, 2018 Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events.
Hupp Oliver +2 more
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Frontiers in Psychology, 2022 Brand M&A has long been an extremely common strategy for expanding the scale of an organization and entering new business areas, but various signs show that many brand mergers and acquisitions (M&As) do not add value.
Wen-Hong Chiu +3 more
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Current Issues in Brand Research
Maketingu Janaru, 2019 Brand continues to be an important academic topic in marketing. In this article, four brand researchers present and discuss current issues in expanding brand research.
Yukihiko Kubota +3 more
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International Business Research, 2016 <p>With the help of globalized technology, information, and fund, barriers for the product, service production and consuming have been removed in anywhere. Nowadays, it is so normal that any kind of industry shows up in anywhere of the world in a short time. No longer is producing products or services not the work of just some economies.
Yakup Durmaz, Hatice Vildan Yasar
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Frontiers in Psychology, 2021 Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage.
Yuying Liu +3 more
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THE INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON BRAND COMMUNITY
Journal Communication Spectrum, 2022 Many companies implement brand community strategies to increase brand loyalty and brand engagement. Previous research on the brand community has focused more on the marketing aspect, with consumers as the target audience of the strategy.
Ananda Fortunisa, Riska Dwinda Elsyah
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BRAND STRENGTH BASED ON REALISTIC AND EMOTIONAL FEATURES AND STRATEGY OF MANAGING IT
Сучасний стан наукових досліджень та технологій в промисловості, 2021 The article is devoted to the study of the definition of the strength of the brand by its main features: objective, characterizing the realistic benefits of using the brand, such as profit, cost savings, etc., and subjective, which characterizes the ...
Олеся Олександрівна Ястремська
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