Results 261 to 270 of about 10,866 (302)

Green brand communication, brand prominence and self–brand connection

Journal of Product & Brand Management, 2020
Purpose This study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and resistance to negative information regarding green brands) through green brand attachment (i.e., self–green brand connection and green brand prominence).
Lin, Jialing (Catherine), Zhou, Zhimin, Leckie, Civilai   +2 more
openaire   +2 more sources

Celebrity endorsements, self-brand connection and relationship quality

International Journal of Advertising, 2015
The extant literature on celebrity endorsement effects largely focuses on the endorsement effects on consumer evaluations of the endorsed brand. The current study extends the literature by assessing the impact of endorser credibility on two consumer–brand relationship-oriented outcomes – brand relationship quality and consumer self-brand connections ...
Dwivedi, Abhishek, Johnson, Lester W., McDonald, Robert   +2 more
openaire   +2 more sources

Consequences of customer engagement and customer self-brand connection

Journal of Services Marketing, 2018
PurposeThe purpose of this paper is to analyze the impact of the customer engagement and customer self-brand connection on customer advocacy and firms’ financial performance. The research focuses on the financial sector and studies a complex organization with a uniform strategy, but which attends the public in different centers (bank branches).Design ...
Miguel Ángel Moliner, Diego Monferrer-Tirado, Marta Estrada-Guillén   +2 more
openaire   +1 more source

Celebrity endorsement, self-brand connection and consumer-based brand equity

Journal of Product & Brand Management, 2015
Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity.
Dwivedi, Abhishek, Johnson, Lester W., McDonald, Robert E.   +2 more
openaire   +2 more sources

The Development of Self‐Brand Connections in Children and Adolescents

Journal of Consumer Research, 2005
Individuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents.
Lan Nguyen Chaplin, Deborah Roedder John   +1 more
openaire   +1 more source

The role of perceived value in shaping luxury service customers’ self-brand connection

Tourism and Hospitality Research, 2022
Building on the literature on luxury consumption behavior, this study investigates customers’ perceived values on their patronage behavior toward luxury service brands. Partial least squares-structural equation modeling is used to test the research model with a sample of 177 American luxury hotel customers.
Shiwen Lu, Jiseon Ahn
openaire   +1 more source

How Do Reference Groups Influence Self-Brand Connections among Chinese Consumers?

Journal of Advertising, 2012
This paper investigates the influence of reference groups on self-brand connections among Chinese consumers and the implications for advertising in China. Reference groups include the in-group (member group) and out-groups (aspiration, dissociative, and neutral). Two studies test five hypotheses involving both Chinese and foreign brands.
Yujie Wei, Chunling Yu
openaire   +1 more source

SELF-BRAND CONNECTIONS AND BRAND ATTACHMENT: THE RELATIVE IMPORTANCE OF BRAND-BASED SELF-BRAND CONNECTIONS AND CONSUMER-BRAND CONNECTIONS

Global Marketing Conference Proceeding, 2014
The purpose of this study is to investigate the influence of self-brand connections (SBCs) on brand attachment. The author proposes two types of SBCs: those that are created through marketing systems (brand-based self-brand connections, [BBSBC]) and those that are created by the individual (consumer-based self-brand connections, [CBSBC]).
openaire   +1 more source

Building self-brand connections: Exploring brand stories through a transmedia perspective

Journal of Brand Management, 2015
Consumers interpret their experiences with brands via narrative processing; thus the brand story has emerged as a major marketing construct. Transmedia storytelling occurs when the story elements are dispersed across multiple media, each making a unique contribution to the whole.
Neil Granitz, Howard Forman
openaire   +1 more source

Social Media Engagement Through Video Advertising: Informativeness and Self Brand Connection as Predictors

2021
The evolution of social media has been great and people have been looking for more information on these networks. Globally, there are more than 4 billion active users on social networks who brands seek to attract their products and services. In this context, our investigation found factors that influence social media engagement: informativeness, self ...
Sónia Ferreira, Sara Santos, Pedro Espírito Santo   +2 more
openaire   +3 more sources