Results 341 to 350 of about 953,712 (378)

The Importance of the Brand in Brand Extension

Journal of Marketing Research, 1994
Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and extension product categories. However, surprisingly little attention has been paid to other associations specific to the brand itself.
Joseph W. Alba, Susan M. Broniarczyk
openaire   +2 more sources

Employer branding: strategy for improving employer attractiveness

, 2014
Purpose – To examine the organizational attributes that attract final-year management students towards organizations. The paper aims to study the already adopted employer branding strategies and the preferred channel through which organizations should ...
Neeti Leekha Chhabra, S. Sharma
semanticscholar   +1 more source

Impact of Brand Personality on Brand Equity: The Role of Brand Trust, Brand Attachment, and Brand Commitment

Indian Journal of Marketing, 2015
Research suggests a close interrelationship between brand personality and brand equity. Companies have recognized the importance of brand personality in the development of brand equity. Therefore, a brand management strategy based on interrelationship between brand personality and brand equity is the need of the hour.
Anees Ahmad, K. S. Thyagaraj
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Brand Image and Brand Usage

Journal of Marketing Research, 1970
The proportion of people who express an attitude about a given brand generally depends on how recently they have used the brand.
C. Channon, M. Bird, Andrew Ehrenberg
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Employer branding: employer attractiveness and the use of social media

, 2013
Purpose – The aim of this study is to investigate which factors employers should focus on in their employer branding strategies. The present study tested the employer attractiveness scale (EmpAt) and analysed relationships between dimensions in this ...
Anne-Mette Sivertzen, E. Nilsen, A. Olafsen   +2 more
semanticscholar   +1 more source

Nation branding and right to brand/brand Turkey

Research and Policy on Turkey, 2017
This article investigates the public right to nation branding in Turkey, as this process has been carried out predominantly by the AKP (Justice and Development Party) government with minimal civil ...
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Global Branding with Brand Gender and Brand Equity

2017
This chapter demonstrates the brand-gender–brand-equity approach in a global setting through studies in 10 countries across four continents. It follows Aaker and Joachimsthaler’s (Harvard Business Review 137–144, 1999) suggestion that global firms assess brand equity by assessing brand personality.
openaire   +2 more sources

The Infleunce of Brand Value, Brand Trust and Brand Attitude on Brand Attachment

2014
Being able to build a relationship with a customer through the brand is a vital necessity for marketing. Established relationships with customers carry benefits for companies such as increased profitability. Previous studies have acknowledged the role brand attachment, brand trust and brand attitude play in the formation of committed behaviour, without
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Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers

, 2017
Susie Khamis, Lawrence Ang, Ray Welling
semanticscholar   +1 more source

‘Cool', Brands and ‘Cool' Brands

International Journal of Asian Business and Information Management, 2014
The term ‘cool' is widely used expression in popular culture. This word is prefixed liberally with anything including people, behavior, place and brands. Notwithstanding ambiguity about what it stands there is complete clarity that it certainly adds value. ‘Cool' in this perspective is precious resource which can be used in brand building. The authors'
openaire   +3 more sources