Search Results - subject:"Symbolism"

Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups

Hammerl, Manfred; Dorner, Florian; Foscht, Thomas; … - In: Journal of Consumer Marketing 33 (2016) 1, pp. 32-40

Purpose – The purpose of this paper is to examine the role played by both, self-brand connection and reference groups, in attributing symbolic meaning to a brand. Current studies focus either on the influence of reference groups or on the role of self-brand connection. We demonstrate that both...

Persistent link: https://www.econbiz.de/10014850508

The effectiveness of literalism-symbolism in business-to-business advertising

van Dessel, Maria Margarita - 2010

brand. Thus far, studies on the effect of literalism and symbolism are fragmented, and few focus on the B2B market. While … there have been many studies about the effects of symbolism no adequate scale exists to measure the continuum of literalism-symbolism … print advertisements was undertaken to investigate whether differences in literalism-symbolism led to higher advertising …

Persistent link: https://www.econbiz.de/10009437947

The Changing Role and Responsibilities of Audit Committees in the United States

Teed, Dan Graham - 2010

reform continually couched in symbolism or whether the audit committee concept has evolved into real reform, allowing proper …

Persistent link: https://www.econbiz.de/10009475003

What’s in a name? : examining the effect of phonetic fit between spokesperson name and product attributes on source credibility

Baxter, Stacey; Ilicic, Jasmina; Kulczynski, Alicia - In: Marketing letters : a journal of research in marketing 26 (2015) 4, pp. 525-534

Persistent link: https://www.econbiz.de/10011399099

Sounds good : phonetic sound patterns in top brand names

Pogacar, Ruth; Plant, Emily; Rosulek, Laura Felton; … - In: Marketing letters : a journal of research in marketing 26 (2015) 4, pp. 549-563

Persistent link: https://www.econbiz.de/10011399113

The symbolic meaning of artifacts for the workplace identity of women in academia

Kemp, Linzi J.; Angell, Linda; McLoughlin, Linda - In: Gender in management : an international journal 30 (2015) 5, pp. 379-396

Persistent link: https://www.econbiz.de/10011401220

Consonants in brand names influence brand gender perceptions

Guèvremont, Amélie; Grohmann, Bianca - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 101-122

Persistent link: https://www.econbiz.de/10010519627

Names versus faces : examining spokesperson-based congruency effects in advertising

Ilicic, Jasmina; Baxter, Stacey; Kulczynski, Alicia - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 62-81

Persistent link: https://www.econbiz.de/10010519631

A comprehensive framework of brand name classification

Arora, Sunny; Kalro, Arti D.; Sharma, Dinesh - In: The journal of brand management : an international journal 22 (2015) 2, pp. 79-116

Persistent link: https://www.econbiz.de/10011288593

New product design : concept, measurement, and consequences

Homburg, Christian; Schwemmle, Martin; Kuehnl, Christina - In: Journal of marketing 79 (2015) 3, pp. 41-56

Persistent link: https://www.econbiz.de/10011485860