251 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...

Brand personality is a strategic lever for higher education institutions facing intense competition. Although institutions commonly use social media video content to reach students, evidence on how content design affects brand personality perceptions...

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...

This conceptual review bridges the interpersonal and consumer-behavior relationship studies to examine how consumer products can function as symbolic relationship partners that can facilitate personal growth. We apply the Michelangelo phenomenon, an...

Live-streaming commerce increasingly relies on live streamers as frontline retail actors, yet the identity structures through which streamers consistently define and enact their personal brand remain theoretically underdeveloped. Drawing on semi-stru...

The rapid advancement of artificial intelligence (AI) in e-commerce has intensified data-driven personalization, raising important questions about its psychological implications for consumers and its role in shaping sustainable and responsible digita...

This study investigates the impact of generative AI personalization on brand loyalty within smart tourism platforms and examines the mediating roles of perceived transparency and consumer trust. As generative AI technologies become increasingly integ...

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...

This study examines the association between AI-driven personalization and brand loyalty toward smart tourism platforms, with two distinct consumer responses—perceived recommendation discovery and perceived AI recommendation quality—specif...

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...

Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a st...

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...

This paper examines how recognisable artistic authorship becomes durable cultural authority through the interaction of artistic production, public communication, discursive positioning, and institutional legitimation. Martin Scorsese offers an inform...

This study develops and tests an association-based model explaining how consumers interpret AI-enabled personalization in fashion e-commerce and how these interpretations relate to behavioral intentions. Integrating perspectives from Social Exchange...

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...

As Artificial Intelligence (AI) technologies increasingly mediate service encounters in tourism, understanding how AI-enabled interactions shape tourist trust has become a pressing issue. Drawing on social exchange theory and justice theory, this stu...

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...

As AI-powered e-commerce platforms grow more capable of predicting customer wants, a critical question remains unexplored: what makes customers perceive these experiences positively? The rapid integration of artificial intelligence (AI) into e-commer...

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...

How does a place–brand association form when no institution is running a campaign? We analyze the complete first season of the personal YouTube channel of the leader of RESCENE, a five-member South Korean girl group that debuted in 2024—9...

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...