This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well … as wine brand image. It revealed word-price clusters of brand identity and image. The results offer insights into …

interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model …, turning the consumer into the best brand promoter. …

the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …

In this study, Airbnb's brand personality is explored in relation to its effects on consumer involvement and … relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb's brand … personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both …