Results 271 to 280 of about 857,541 (305)

A Brand as a Person

2017
This chapter explains the process of assigning human personality traits, such as gender, to brands via anthropomorphism and animism. Throughout time, humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the majestic mountain, the spirited engine, or the sensitive fragrance. However, such practices go
openaire   +1 more source

Brand Personality

2023
Larry D. Kelley, Sarah Turnbull, Donald W. Jugenheimer   +2 more
openaire   +1 more source

How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Journal of Retailing and Consumer Services, 2020
Jian Mou, Yenchun Jim Wu
exaly  

The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football

Journal of Product and Brand Management, 2020
Wioleta Kucharska, Ilenia Confente, Federico Brunetti   +2 more
exaly  

Company Worth Keeping: Personal Control and Preferences for Brand Leaders

Journal of Consumer Research, 2020
Joshua T Beck, Ryan Rahinel, Alexander Bleier   +2 more
exaly  

Personal Branding

2020
James Cohen, Thomas Kenny
openaire   +1 more source

Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?

Journal of Brand Management, 2020
Ilenia Confente, Wioleta Kucharska
exaly  

Visualizing brand personality and personal branding

2018
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The effect of ad integration and interactivity on young teenagers’ memory, brand attitude and personal data sharing

Computers in Human Behavior, 2019
Patrick De Pelsmacker, Ingrid Moons
exaly  

Personal Branding

2022
openaire   +1 more source