214 Results Found

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving for...

The aim of the paper is the alignment of C.G. Jung’s (1954) archetypes and Aaker’s (1997) brand personality framework in the context of advertising. C.G. Jung’s theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are...

The main focus of brand personality is the emotional bond that the consumer establishes with the product or service on offer and the strategies that are developed to strengthen such bond. This concept has received increasing attention and both its st...

In two representative Belgian samples, by means of an online survey, we investigate the effect of self-brand personality differences on car brand evaluation, the evaluation of an eco-friendly branded electric car extension and the evaluation of car b...

City brand strategies play an important part in building strong identities for cities and also for effective promotional campaigns. The purpose of this research is to analyze in more depth the dimensions of the City Brand Personality of Iași, as iden...

In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the rel...

During such a complex crisis as the one experienced by humanity since the first quarter of 2020, it is necessary to develop tools that contribute to creating the corporate image for organizations that are currently interested in being identified as b...

City branding is becoming more and more popular, not only as a field of research, but also as a practice of local governments. Municipalities attempt to introduce this concept into their sustainable transformation process, positioning a city among it...

Although the relationship between employer brand and employee creativity has become a popular theme, this nexus is indirect and ambiguous. Additionally, most studies ignore the consistency of instrumental and symbolic attributes when discussing the c...

UNESCO World Heritage Sites (WHSs) must necessarily display Outstanding Universal Values (OUVs), as these play a vital role in constructing competitive brand personality (BP) in tourism marketing. However, how these WHS qualities are perceived by vis...

Brand personality is a useful tool that forms a favorable brand image and that ultimately builds powerful brand equity. However, there has been insufficient empirical research on the brand personality of Korean dance. In the context of using culture...

Brand loyalty is widely recognized as a key driver of consumer behavior, significantly influencing their willingness to pay more for preferred brands. This study explores the relationship between brand loyalty, its components, willingness to pay, con...

Personal Branding (PB) has gained significant attention in recent years, especially in career advancement and business success. This study addresses the research gap in Personal Brand Equity (PBE) measurement by developing and validating a standardiz...

Sustainability marketing has emerged as an important trend both in practice and academic literature. The relevant literature has heavily focused on determinations of sustainable consumer behavior, and practitioners have used these results to derive s...

Personal branding has become a common practice in the business world. In a knowledge-based economy, this seems to be a natural direction for the development of individuals’ professional activities. However, the diversity in the activities under...

Recently, a variety of efforts have been taken to convey sustainable management strategies of sports apparel brands through single-person media. However, there is a lack of theoretical information on the path that leads these corporate marketing acti...

Virtual brand communities and users’ knowledge contributions have become strategic resources for enterprises. It is of great significance to explore the driving mechanism of users’ willingness to contribute knowledge in virtual brand comm...

National policymakers are now faced with the challenge of implementing the UN 2030 Agenda for Sustainable Development and achieving the scopes envisioned through its 17 Sustainable Development Goals (SDGs) worldwide. Diversity discrimination and soci...

Brand equity is a valuable intangible asset for companies, yet is increasingly difficult in managing in an era with hard to control social media. The purpose of this study was to investigate the effect of social media usage characteristics on electro...

The use of product and service brands by popular movie characters has long been a powerful marketing tool, boosting brand awareness and enhancing brand image. Product placement—the appearance of brands in films—not only increases visibili...

Athletes today are no longer defined solely by their performance on the pitch; they have evolved into powerful personal brands that shape advertising narratives and influence consumer behavior globally. Their charisma, public personas, and ability to...

The application of brand theory to destinations has grown in the last few decades, with the destination brand personality being a viable metaphor for creating and positioning destination brands. An often-overlooked tourism typology is geotourism; mor...

The article is of a research nature. The aim of the article is to identify the role of social media in shaping personal brand. To this end, the first part discusses the concept of personal brand, as well as components of brand capital in the case of...

The fintech sector is entering the maturity phase of the life cycle, in which customer brand engagement (CBE) is connecting companies and customers. The aim of this paper is to investigate the driving forces behind CBE in the fintech sector and its c...

This study examines the evolving consumer-brand dynamics within Saudi Arabia, particularly focusing on the integration of sustainability into consumer preferences and brand loyalty. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SE...

More and more companies are developing customer service by building Smart Community Service Brand Platforms (SCSBP). However, the impact of digital platform functions on sustainable brand relationships, and the mediating mechanism of customer’s emoti...

In today’s competitive environment of online service industries, particularly e-commerce, meeting consumer expectations is essential for service providers to ensure service quality. However, service failures are unavoidable, leading to unfavora...

Miss Universe is a global beauty platform. The history of this event spans 70 years. The purpose of this study was to see the messages contained in the personal branding displayed by the Miss Universe participants. This type of research is qualitativ...

This vignette-based study examines how generalized trust and the need for cognitive closure relate to the perceived acceptability of contemporary business methods of personal data collection. Subjects are exposed to four scenarios that describe a met...

Globally, recycled building materials have attracted much attention, but the ambiguity of the use of recycled building materials makes it difficult for the building material remanufacturer (BMR) to compete with the building material manufacturer (BMM...

This qualitative research explores the intersection of social media, personal branding, and perceived authenticity in sports figures, focusing on Deion Sanders’s digital presence as head football coach at the University of Colorado. Two interre...

In countries where the private clinics of physicians can be freely named, registering a clinic with a physician’s name is one way to make patients familiar with the physician. No previous study had investigated how clinics make use of this meth...

In this study, the concept of online food purchasing is explored where consumers are not required to visit markets to purchase their foods, especially during the COVID-19 pandemic. Thus, the purpose of this study is to investigate the relationship be...

Through strategically implementing sustainable practices, businesses can enhance their public image and incentivize consumers to purchase environmentally friendly products. In recent years, many enterprises have actively pursued corporate social resp...

Fabrizio Romano’s sizeable social media followings and role as influencer–sports journalist warrant attention. Romano, known for his catchphrase ‘Here We Go’, specialises in football transfers and produces multi-platform conte...

This study examines the intersection of artificial intelligence-driven personal branding strategies and female entrepreneurship within Indonesia’s unique hijabi startup ecosystem. Through a mixed-methods approach combining sentiment analysis of...

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietna...

This study set out to uncover brand positioning configurations by presenting state-of-the-art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovatio...

This article examines the communication and marketing requirements of a prospective business enterprise that specializes in offering online courses focusing on psychology, personal growth and professional development to change patterns of educational...

Some languages make a distinction between formal and informal pronouns of address. When organizations communicate in such a language, they have to choose between the formal and informal form. The goal of this paper is to explore the role of the V-T d...

This study examines how social media platforms influence tourism marketing strategies, consumer perceptions, and travel behaviors, addressing their sustainability implications. It aims to evaluate the current state of research on social media in tour...

In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. U...

Green color priming has been introduced as a cue for consumer perceptions of sustainability. Nevertheless, the color green is not necessarily effective in every brand’s sustainability strategy. This study aims to understand the impact of a bran...

This study examines the relationship between personal values embedded in brand-owned social media (OSM) messages and customer brand advocacy (CBA) using text mining data of tweets from Fortune 500 companies. We employ an economics approach to examine...

Projective techniques rely on a stimulus to elicit from respondents projections of their beliefs onto other people or objects, thus reflecting their own perceptions, feelings and motivations. In this work, the job-sorting technique, in combination wi...

The COVID-19 pandemic has led to an increase in users’ knowledge anxiety, which has been further intensified by the diversity of information platforms and the emphasis on digital personal branding. While previous research has examined the relat...

Nostalgia is an important factor affecting consumers’ intention and behavior. A lot of previous research on nostalgia has been conducted from the perspective of individuals rather than groups. Then how does group-based collective nostalgia come...

Background: In an increasingly digital marketplace, social media marketing activities (SMMAs) have become vital for building consumer–brand relationships, particularly among Generation Z (Gen Z) consumers. Coffee shops offer a unique context be...

Background: Individual differences in personality and resilience are related to a variety of social behaviors. The current study sought to answer the question of whether BMW drivers exhibit different personality profiles and resilience levels compare...

Brands are facing significant pressures in globalized markets so as to communicate a consistent corporate identity to their customers. Accordingly, the established past of a brand should be considered a key resource by giving the organization a compe...