Search
Results: 1646
Revisiting Brand Personality Attributes
This study aims to examine the influence of different brand personalities on buyers' purchase intention and examines the role of buyers' brand attitude. Data were collected through questionnaire survey. Analysis of 317 valid...
Published by: IGI Global Scientific Publishing
Determinants of Hotel Brand Image
Wasib Latif
Jan 01, 2022
This study aims to find out the factors affecting the Brand Image of Hotels applying a Unified Model of Customer-Based Brand Equity. Additionally, it tests the moderating effect of tourism management in the relationship between...
Published by: IGI Global Scientific Publishing
The Impact of Dialectical Thinking on Androgynous Brand Equity across Cultures
Purpose: The authors’ research examines the impact of cross-cultural difference in dialectical thinking on consumers' responses to androgynous brands and its implication for brand equity. Their research also aims to see how...
Susan Boudreaux '84 Creates Scholarship to Honor Alumna Mother
Winthrop University
Jan 01, 0001
Susan Boudreaux created the Carolyn B. and Susan L. Boudreaux Scholarship in honor of her mother, who earned a B.S. in business administration. The scholarship will be awarded to undergraduate upperclassmen majoring in French...
Published by: Winthrop University
Effect of Social Media Personalization on Brand Strength
Personalization is now used at every corner and position of social media sites. Using Personalization in marketing communication is an effective communication strategy for many businesses to improve customer satisfaction...
Published by: IGI Global Scientific Publishing
The Effect of Brand Heritage on Social Commerce Site Privacy Risk, Brand Equity, and Brand Advocacy
Fadi Herzallah, Mohammad Galib, Hadeel Al Haddad, Amjad Al-Amad, Sami AlSmadi, Khaled Hailat
Jan 01, 2024
This study applies the Stimuli-Organism-Response (S-O-R) Theory to examine the impact of brand heritage of social commerce sites on consumers' perceived privacy risk, and the impact of this perceived risk on brand equity and...
Published by: IGI Global Scientific Publishing
The Impact of Dialectical Thinking on Androgynous Brand Equity across Cultures
Purpose: The authors’ research examines the impact of cross-cultural difference in dialectical thinking on consumers' responses to androgynous brands and its implication for brand equity. Their research also aims to see how...
The relationship between brand love and actual brand performance
Purpose: The purpose of this paper is to examine the different relationship that brand love,compared to brand attitude, has with actual brand performance in a cross-national and cross category...
The relationship between brand love and actual brand performance
Purpose: The purpose of this paper is to examine the different relationship that brand love,compared to brand attitude, has with actual brand performance in a cross-national and cross category...
Reading Brand Africa Geopolitically
In 2010, the ‘Brand Africa’ initiative was launched with the mission to transform perceptions of Africa from a continent of calamities into one of promising economic prospects and entrepreneurial populations. This...
The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh
Md. Hafez
Jul 01, 2021
The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a...
Published by: IGI Global Scientific Publishing
The Role of Brand and Fan Personalities in Building Fan-Brand Relationships
Football fans are consumers with special relationship with their favourite teams. Consumer-brand relationship is unique and ultimate in football context. However, the absence of these relationships is mainly due to a lack of...
Published by: IGI Global Scientific Publishing
A Meta-Analytic Structural Equation Modelling (MASEM) Approach Toward Scrutinizing the Influence of Brand Equity Antecedents on Brand Advocacy
Brand equity antecedents are essential in the creation and development of brand advocacy strategies and implementation tactics that transform conventional customers into active brand advocates. Yet, the association incorporating...
Published by: IGI Global Scientific Publishing
The role of internal branding in nonprofit brand management
Internal branding refers to an organization’s attempts to persuade its staff to buy-in to the organization’s brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to...
The Effects of Task Service Fit on Brand Loyalty
Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences...
Published by: IGI Global Scientific Publishing
The role of internal branding in nonprofit brand management
Internal branding refers to an organization’s attempts to persuade its staff to buy-in to the organization’s brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to...
Attributes Ensuring Positive Consumer Evaluation in Brand Extension of Pakistan
Malik Shabbir
Oct 01, 2020
Brand extension is an important cost-effective marketing method to offer new products. However, ordinary Least Square regression with control variables has been applied for estimation of variable coefficients. In the study...
Published by: IGI Global Scientific Publishing
Reconciling the tension between consistency and relevance
In order to sustain and grow brand equity, brand managers are faced with balancing the preservation of existing brand identity through consistency with the need to maintain relevance, which requires change and innovation. In...
Understanding the implications of athlete brand among fans
The purpose of this study was to understand the implications of athlete brand among fans. Using a conceptual framework derived from a literature review as a starting point, a set of interviews was conducted with fans from three...
Hows and Whys That Lead to Online Brand Engagement
Subhajit Bhattacharya
Jan 01, 2023
This article contributes to digital branding and customer involvement via social media. To improve online brand engagement, this study examined brand awareness, social linkage, and online trust value. Effective web survey design...
Published by: IGI Global Scientific Publishing
Towards an Insight Into Customer Behavior in Virtual Brand Communities
This study aims at exploring the effects of customer’s personal factors and characteristics of brand community on customers’ behaviors in virtual brand community. The data were collected from customers of virtual brand...
Published by: IGI Global Scientific Publishing
Social Media Influencer Endorsement
This research aims to examine the effect of social media influencer endorsements on brand attitude. Further, this research investigates the mediation effect of attitude towards endorsement on brand attitude. Based on previous...
Published by: IGI Global Scientific Publishing
What Attracts Followers?
Although business and researchers acknowledge the importance of social media, little research has been conducted to explore what attracts people to follow brand Twitter accounts. This research attempts to achieve an analytical...
Social Networking Business and Management Marketing and Consumer Behavior Media and Communications Computer Science and Information Technology
Published by: IGI Global Scientific Publishing
What Attracts Followers?
Although business and researchers acknowledge the importance of social media, little research has been conducted to explore what attracts people to follow brand Twitter accounts. This research attempts to achieve an analytical...
Published by: IGI Global Scientific Publishing
How Streamers Enhance Consumer Engagement and Brand Equity in Live Commerce
Live steamers play key roles in enhancing brand equity in live commerce. Understanding the mechanism of how streamers impact brand equity in live commerce is of great significance for firms to launch live streaming, influencer...
Published by: IGI Global Scientific Publishing
|
|< |
< |
1 |