Search Results - subject:"brand ownership"

Building brand loyalty through value co-creation practices in brand communities : the role of affective commitment and psychological brand ownership

Wang, Zhengpei; Yang, Xue - In: Journal of research in interactive marketing : … 19 (2025) 2, pp. 201-220

Persistent link: https://www.econbiz.de/10015416696

Brand ethicality as a driver of psychological, affective and behavioral response to a brand

Kumar, Vikas; Kaushal, Vikrant - In: Marketing intelligence & planning 41 (2023) 8, pp. 1178-1196

Persistent link: https://www.econbiz.de/10014428930

Giving and taking ownership of a destination brand: mechanisms of stakeholder engagement

Tøttenborg, Alberte; Ooi, Can-Seng; Hardy, Anne - In: Journal of Place Management and Development 15 (2022) 4, pp. 511-532

Purpose This paper aims to explore the complexities of engaging with local stakeholders in destination branding. As the main creators and drivers of the destination brand, many brand authorities metaphorically “give ownership” of the brand to local stakeholders, for them to “take...

Persistent link: https://www.econbiz.de/10014899536

Perceived brand authenticity and social exclusion as drivers of psychological brand ownership

Kumar, Vikas; Kaushal, Vikrant - In: Journal of retailing and consumer services 61 (2021), pp. 1-10

Persistent link: https://www.econbiz.de/10012581919

Drivers of brand community engagement

Kumar, Jitender; Kumar, Vikas - In: Journal of retailing and consumer services 54 (2020), pp. 1-12

Persistent link: https://www.econbiz.de/10012238383

Do brand warmth and brand competence add value to consumers? : a stereotyping perspective

Kolbl, Živa; Diamantopoulos, Adamantios; … - In: Journal of business research : JBR 118 (2020), pp. 346-362

Persistent link: https://www.econbiz.de/10012288612

It's no longer mine : the role of brand ownership and advertising in cross-border brand acquisitions

Chang, Hua; Kwak, Hyokjin; Puzakova, Marina; Park, Jisoo; … - In: International journal of advertising : the quarterly … 34 (2015) 4, pp. 593-620

Persistent link: https://www.econbiz.de/10011547666

The effectiveness of comparative advertising in the US automobile market influenced by consumer ethnocentrism, industry-specific personal characteristics, and foreign versus domest...

Neese, William T.; Foxx, William; Eppler, Dianne B. - In: Journal of global scholars of marketing science : … 29 (2019) 1, pp. 114-128

Persistent link: https://www.econbiz.de/10012257887

Exploring the legality of consumer anti-branding activities in the digital age

Kucuk, S. Umit - In: Journal of business ethics : JOBE 139 (2016) 1, pp. 77-93

Persistent link: https://www.econbiz.de/10011609424

Reciprocal Effects of Media Extensions

Lee, Ya-Ching - In: Eurasian Business Review 1 (2011) 1, pp. 54-72

extensions on attitudes towards media parent brand; and (ii) the effects of brand ownership; (iii) the effects of brand dominance …

Persistent link: https://www.econbiz.de/10010950498