firm, we investigate how the promotion of family-based brand identity influences competitive orientation (customer versus … leaders of 218 family businesses, we demonstrate that developing a family-based brand identity positively contributes to firm …-based brand identity via a product-centric orientation do not impact firm performance. Our results suggest that family-based brand …

This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement … experiment examining OVCs, television, and magazine ad’s effects on multi-item measures of brand and advertisement attitudes. One … positive brand attitudes for the hedonic dimension such as feelings and attractiveness of the brand. For the more functional …

messages to the consumer and play a critical role in the market success. The revised version of David Aaker's 'Brand Identity … currently owned well-established brand names in their respective categories. Using a case study approach, company … applied branding strategies as related to the Aaker Brand Identity Planning Model and three research objectives. Results …