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Investigating the service brand: A customer value perspective [PDF]
Management Science Letters, 2014 This paper examines the effect of the service brand on the customer value–loyalty process. The study includes the traditional effect of brand image plus three additional influences, which reflects the broader service perspective including company image ...
Leyla Heydari , Fereshteh Lotfizadeh
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Journal of Business Economics and Management, 2017 Brand identity management and corporate social responsibility have increased importance in both managerial practice and academic research. However, only a small number of studies have examined how these strategic tools influence employees’ attitudes and ...
Rafael Bravo +3 more
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A Management Method of the Corporate Brand Image Based on Customers’ Perception
Procedia Computer Science, 2018 Abstract In order to acquire target brand images, companies develop various activities to manage brands as assets. However, in fact, since companies cannot grasp the necessary elements for the image, there are companies that make inconsistent products and promotions into the world.
Takumi Kato, Kazuhiko Tsuda
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Exploring the relationship between sustainability perceptions and brand value: how and why does perceived sustainability affect brand value? [PDF]
Spanish Journal of Marketing-ESICPurposePrevious research examining the association between brand value and sustainability has largely focused on corporate sustainability efforts measured through environmental, social and governance indices, rather than on customer perceptions of those ...
Gabriela Salinas, Carmen Abril
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Basics of brand building in the banking industry
Фінансово-кредитні системи: перспективи розвитку., 2023 This article explores the fundamentals of brand building in the banking industry, emphasizing the increasing importance of brand management in a globalized and competitive market.
Nadiia Morozova, Iryna Denchyk
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Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party [PDF]
, 2015 Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices.
Pich, C +3 more
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Frontiers in Psychology, 2022 The COVID-19 pandemic is an unprecedented time in history. Surrounding this pandemic are many enormous uncertainties across the globe. Severe consequences have assessed for the incomes of almost 84% of employers and 68% of self-employed who are working ...
Raja Irfan Sabir +5 more
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Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender
Frontiers in Psychology, 2020 Consumers’ perceptions of a brand (e.g., competence or warmth) may directly affect their brand trust, purchase intention, and ability to achieving corporate goals of sustainability. However, gender acts as a moderator in the influence of brand perception
Jianping Xue +4 more
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The importance of corporate branding in school management [PDF]
Strategic Management, 2017 Corporate branding in school management is a relatively new term. The basic element of the marketing process of education makes the service itself, i.e. employees in education. This paper analyzes the role of employees in the construction of a brand that
Jukić Dinko
doaj
Embedding knowledge and value of a brand into sustainability for differentiation [PDF]
, 2013 This is the post-print version of the final paper published in the Journal of World Business (under the provisional title "Embedding sustainability into brand knowledge and brand value for brand differentiation").
Czinkota, M. +5 more
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