Search Results - subject:"Brand user imagery congruence"

Il significato simbolico del consumo: brand user imagery congruence

Andrea, Mancini; Ilenia, Fontani - In: Micro & Macro Marketing (2011) 3, pp. 551-566

The brand user imagery congruence (Buic) is the coherence and similarity between the brand typical user image and … test the effects of brand user imagery congruence related to a well-known brand and so much linked to the Italian context …

Persistent link: https://www.econbiz.de/10010650615

The role of functional and symbolic brand associations on brand loyalty : a study on luxury brands

Esmaeilpour, Fariba - In: Journal of fashion marketing and management 19 (2015) 4, pp. 467-484

Persistent link: https://www.econbiz.de/10011502910

The role of functional and symbolic brand associations on brand loyalty

Esmaeilpour, Fariba - In: Journal of Fashion Marketing and Management 19 (2015) 4, pp. 467-484

Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two...

Persistent link: https://www.econbiz.de/10014868424