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Building brand's value : research on brand image, personality and identification

Wu, Chao Sen; Chen, Tien-Tze - In: International journal of management, economics and … 8 (2019) 4, pp. 299-318

The purpose of the study was to investigate and analyze the relationships among three research variables: brand Image, brand Identification and brand Personality. Standard surveys were administered to 1032 subjects who had knowledge of Volvo and the Volvo endorsement by Jeremy Lin and had...

Persistent link: https://www.econbiz.de/10012149022

Exploring personal branding on YouTube

Chen, Chih-ping - In: Journal of internet commerce 12 (2013) 1/4, pp. 332-347

Persistent link: https://www.econbiz.de/10010248367

Brand matters : leveraging the power of personal branding to achieve professional success

Edmiston, Dawn - In: Go-to-market strategies for women entrepreneurs : …, (pp. 261-270). 2019

Persistent link: https://www.econbiz.de/10012221238

Motivating professional student behavior through a gamified personal branding assignment

Robson, Karen - In: Journal of marketing education : JME 41 (2019) 2, pp. 154-164

Persistent link: https://www.econbiz.de/10012113913

Morality shifting : how consumer preferences influence moral judgments of corporate misconduct

Lewis, Robert; Anderson, Ronald; Pounders, Kathrynn - In: Journal of promotion management : JPM 22 (2016) 1, pp. 1-15

Persistent link: https://www.econbiz.de/10011522001

The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes

Gammoh, Bashar; Mallin, Michael L.; Pullins, Ellen - In: The journal of product & brand management 23 (2014) 7, pp. 543-553

Persistent link: https://www.econbiz.de/10010467463

Crypto consumers' personality traits, and the impact of brand personality on cryptocurrencies' identity

Dakroub, Roy; Koles, Bernadett; Issa, Helmi - In: Journal of customer behaviour 20 (2021) 4, pp. 243-273

Persistent link: https://www.econbiz.de/10014424096

How does service climate influence hotel employees' brand citizenship behavior? : a social exchange and social identity perspective

Hung Trong Hoang - In: Australasian marketing journal : AMJ ; official journal … 30 (2022) 1, pp. 51-59

Persistent link: https://www.econbiz.de/10012698521

No I won't, but yes we will : driving sustainability-related donations through social identity effects

Champniss, Guy; Wilson, Hugh; MacDonald, Emma K.; … - In: Technological forecasting & social change : an … 111 (2016), pp. 317-326

Persistent link: https://www.econbiz.de/10011611984

Oppositional brand loyalty in online brand communities : perspectives on social identity theory and consumer-brand relationship

Kuo, Ying-Feng; Hou, Jian-Ren - In: Journal of electronic commerce research : JECR 18 (2017) 3, pp. 254-268

Persistent link: https://www.econbiz.de/10011746768

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