Der Aufbau einer differenzierten Markenpersönlichkeit wird seit geraumer Zeit als entscheidend für das Markenmanagement betrachtet. In Ermangelung eines integrierten Steuerungsrahmens wird in dieser Arbeit zunächst ein Bezugsrahmen für das Management von Markenpersönlichkeiten entwickelt....

This study relies on the social identity perspective to explore the relationships between the consumer-brand identification (CBI) construct and the customers' satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that...

The integration of spatial identity is seen to be a crucial factor for successful place branding. However, spatial identity is often insufficiently conceptualised. In light of this, this article presents a theory-based approach to using spatial identity in an applied context such as place...

Esports organisations and athletes, being participants of an attention-driven market, are constantly discussed, compared and evaluated by spectators in a cross-media-based process on such platforms as Twitch, Reddit and others. In this work, we discuss an approach to analyse valuation practices...

The study provides empirical support for the 3M Personality Theory which postulates that elemental traits (which are the most abstract traits of the individual's personality) can directly predict surface traits – the most concrete and tangible levels of personality. Further, the void in the...

Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers'...

Purpose: The purpose of the present investigation was to examine the influence of recalling many versus few brand attributes on brand evaluations, the mediating role of ease of recall and whether this mediated effect was moderated by thinking styles across two brands of cellphones: iPhone and...

Purpose: This study explored the different perception of Airbnb's brand gender across cultures on the basis of gender and gender identity. Specifically, the objectives of this study are, first, to examine how users perceive Airbnb's brand gender; second, to explore the effect of gender and...