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Exploring internal stakeholders' emotionalattachment & corporate brand perceptionsthrough corporate storytelling for branding

Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent business & management 7 (2020) 1, pp. 1-22

through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative … understanding of corporate stories for branding in the six (6) selected listed company. Purposive sampling was used to select … of corporate stories for branding and Impression Management theory elements depicted that these are related to internal …

Persistent link: https://www.econbiz.de/10012643839

A Model of Brand Architecture Choice : A House of Brands vs. A Branded House

Yu, Jungju - 2020

decisions. I find that umbrella branding is optimal if the supply-side relatedness is high and demand-relatedness is not too … high. However, if product markets are closely related on both dimensions, independent branding can be optimal. This is …

Persistent link: https://www.econbiz.de/10012852954

What Drives Consumers’ to Pay High Premium Price for Luxury Brand While Rejecting High-Quality Non Luxury Brands

Singh, Etinder - 2020

The paper gains an insight into the various motives underlying the purchase behavior of Indian luxury consumers when making a choice between exorbitantly priced luxury brands and high-quality non-luxury brands that are available at a fraction of cost. The study was conducted in the two...

Persistent link: https://www.econbiz.de/10012854365

Brand Name Types and Consumer Demand : Evidence from China's Automobile Market

Wu, Fang - 2020

Brand naming challenges are more complex in logographic languages (e.g., Chinese), compared with phonographic languages (e.g., English), because the former features looser correspondence between sound and meaning. With these two dimensions of sound and meaning, the authors propose a four-way...

Persistent link: https://www.econbiz.de/10012854425

Personal Brands of ESports Athletes : An Exploration of Evaluation Mechanisms

Musabirov, Ilya - 2019

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...

Persistent link: https://www.econbiz.de/10012857951

Proposed Theoretical Model for Brand Name Acceptance Analysis in New Markets

Sofía, Escudero Fernández - 2019

Objective: Determining how and in what way the brand communicates in retail outlets and how the different parameters affect the product's communication and perception is a key part of business strategy. Identifying how the brand name is perceived is a fundamental phase of an SME's marketing...

Persistent link: https://www.econbiz.de/10012858513

Factors Affecting Brand Loyalty : A Perspective of Fast Food Restaurants

Rehman, Abdul - 2019

Building brand loyalty has become more crucial, yet more complex to achieve in today's age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in...

Persistent link: https://www.econbiz.de/10012858547

Strengthening Consumer Loyalty : The Role of Brand Personality and Consumer Involvement

Md. Kashedul Wahab, Tuhin - 2019

The aim of this paper was to investigate the role of brand personality and consumer involvement in strengthening consumer loyalty towards brands. The study also identified the moderating role of gender in the relationship between brand personality and loyalty and consumer involvement and...

Persistent link: https://www.econbiz.de/10012858741

Evidence on Expectations of Luxury vs Nonluxury Consumers on Facebook Luxury Brand Pages

Deprince, Elodie - 2019

Luxury has been reluctant to Internet strategies due to its willingness to stay rare and exclusive. When it comes to social media, these brands rely even more on a concept of accessibility. However, luxury brands have more recently incorporated social media into their marketing strategies....

Persistent link: https://www.econbiz.de/10012862124

Internationalization of Brand Biography : Firm Characteristics as Moderators

Han, Bang-Wool - 2019

Purpose – Underdog positioning is often used to evoke a positive attitude when interacting with consumers. However, little research has been conducted on the market competition structure and innovation contexts in which underdog positioning produces the most impact. This research aims to...

Persistent link: https://www.econbiz.de/10012862449