Search Results - subject_exact:"Brand image"

"Airbnb be like…" : examining the impact of memetic doppelgängers on meme virality and brand image

Kolar, Tomaž; Gidaković, Petar; Culiberg, Barbara - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015594956

Effects of the moderating role of trendiness on brand image, E-WOM, brand attitude and online purchase intention : Rashad Maharramov; Bahman Huseynli; Gözde Kandemir Çomoğlu

Maharramov, Rashad; Huseynli, Bahman; Kandemir … - 2026

Purpose- The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships.Research methodology - The study is quantitative research. Six...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015644302

Integrated brand analysis and strategy : strategic decision guidelines for brand positioning and market strategy

Godbersen, Hendrik - 2026

A method for integrated brand analysis and strategy is developed in this work. The foundation of this method is market research, through which the relevance of brand attributes, their evaluation for competing brands and the market performance of these brands on the steps of the buying process...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670501

Customer evangelists : elevating hospitality through digital competence, brand image, and corporate social responsibility

Mansoor, Mahnaz; Paul, Justin; Khan, Tariq Iqbal; Abu … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015374927

Corporate social responsibility's influence on brand image in the automotive sector : the corporate reputation and product quality role

Brahmi, Mohsen; Hussain, Zahid; Majeed, Muhammad Ussama; … - 2025

This study investigates the impact of perceived corporate social responsibility (CSR) on brand image within the automotive industry. It also examines how company reputation (CR) and product quality (PQ) mediate the relationship between CSR and brand image (BI). Utilizing a sample of 243 clients...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015406455

Brand image and net promoter score : a repeated cross-sectional study in the banking sector

Thorhallur Gudlaugsson; Unnar Theodorsson - 2025

This study explores the link between brand image and Net Promoter Score (NPS) in Iceland's banking sector using data from three survey waves (2021, 2023, and 2025). While NPS is widely used to track customer loyalty, its relationship with brand image, especially in financial services, remains...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015436298

Sustainability orientation, sustainability implementation, and brand image in service firms

Jagani, Sandeep; Saboori-Deilami, Vafa - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015459754

My heritage matters : building a strong brand, awareness and image

Kwarteng-Amaniampong, Emmanuel; Potgieter, Adele; Tait, … - 2025

Purpose: This article aims to investigate the role of Ghanaian culture in building a strong footwear brand identity to enhance brand awareness and image within the Ghanaian footwear industry. The study also investigated how gender affects perceptions and acceptance of a new footwear brand that...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015596845

"A huge political experiment" : exploring the political brand positioning of political parties in Jersey from an internal-external perspective"

Pich, C.; Reardon, J.; Guja Armannsdottir - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015552468

CSR In the service of the brand image of globalized companies

El Hadi, Guesmia - 2025

Objectives The main objective of this study was to examine the role of CSR as a strategic lever in shaping the diplomatic efforts of globalized companies operating in Algeria's mining sector. It focuses on analyzing how CSR can contribute to the enhancement and reinforcement of the brand image...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015554148

The impact of social media activities on "Labubu the Monsters" brand awareness and brand image

Sadihin, Grace Javiera; Angelika, Patricia Evelyn; … - 2025

Manuscript type: Research Article. Research Aims: This study investigates the influence of social media activities on brand awareness and brand image, focusing on users familiar with Labubu the Monsters in Indonesia. Design/methodology/approach: A quantitative method was employed using a...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015591890

Rethinking ethnocentric buying behaviour : the limited role of brand image in domestic product preferences

Chahal, Seema; Narwal, Mahabir - 2025

A great deal of research on consumer ethnocentrism has been undertaken in both developed and developing countries. However, there has been a paucity of research in India into the effect of consumer ethnocentrism on buying behaviour in relation to domestic items when domestic alternatives are...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015636894

What influences the purchase intention of online travel consumers?

Tam, Carlos; Pereira, Francisca Caetano; Oliveira, … - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014632112

Bridging brand parity with insights regarding consumer behavior

Turunç, Ömer; Karayalçin, Cem - 2024

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model. Based on information processing theory, the first aim of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014495906

The manager’s vision of csr in an emerging economy : from implementation to market impact

Chabán, Omar; Flores-Hernández, Alfredo; … - 2024

Society in general, and markets in particular, are increasingly sensitive to principles linked to corporate social responsibility (CSR) and sustainability. The literature is prolific in this vein-providing a broad range of research covering the terms' meaning, implementation processes, drivers...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014505861

The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry : the mediating role of customer satisfaction and the moderating role of brand image

Gazi, Md. Abu Issa; Al Mamun, Abdullah; Al Masud, Abdullah - 2024

The purpose of this study is to evaluate a customer relationship management (CRM) model based on telecom customers' experiences with the company's services. For this purpose, this study examines how the influence of organizational commitment(OC) and knowledge management (KM) on customer...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014518876

The effect of country image, brand image, and warranty knowledge on car purchase intentions : a comparison of use situations

Nugraha, Albert Kriestian Novi Adhi; Krista, Cara Edo; … - 2024

Country image, brand image, and warranty knowledge are essential for evaluation and decision-making. This study examines the effects of these three variables on the purchase intentions of a car as a high-involvement product with high-risk attributes. This study investigates the role of consumer...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014521402

Strategic brand management in and through sport

Manoli, Argyro Elisavet - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015051757

Understanding millennial relationships and consumption of no and low alcohol beer brands

Steinhobel, Elizabeth; Roberts-Lombard, Mornay; Lubbe, … - 2024

Purpose: The purpose of the study is to determine the influence of brand image on brand relationships (brand satisfaction, brand trust and brand attachment), and the impact of these relationships on the current and future consumption of millennial consumers' no and low alcohol (NoLo) beer...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015199771

Researching destination branding in pandemic crises : a research agenda

Almeida, Giovana Goretti Feijó de; Almeida, Paulo - 2024

COVID-19 posed challenges to all areas of society. This study aims to analyse the impact of COVID-19 on destination brand research between 2020 and 2022. Based on Scopus and Web of Science, the researchers analysed the impact of COVID-19 on destination branding research. Thus, the systematic...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015417163

Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z : the moderating role of gender

Canta Honores, Jorge Luis; Barcellos Paula, Luciano - 2024

This study examines whether the effects of perceived corporate social responsibility (PCSR) on brand equity and brand loyalty are jointly mediated by brand image and brand reputation in the technology industry. It also explores the moderating role of gender in these relationships. The sample...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015449156

The influence of social media marketing on purchase decision through brand image and brand trust on Larutan Penyegar Cap Badak

Krisnandiva, Radya Ayu; Yuliati, Lilik Noor; Nurhayati, … - 2024

Manuscript type: Research article Research Aims: To investigate the influence of social media marketing on purchase decisions through brand image and trust focusing on Larutan Penyegar Cap Badak. Design/methodology/approach: Data was collected from December 2023 to January 2024 using Google...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015439003

Luxury consumption tendency : a comparative study between Chinese and Portuguese consumers

Ma, Marco Haozhe; Coelho, Arnaldo - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015050009

Is reactive corporate social responsibility such a bad idea? : it depends on your positioning

Baghi, Ilaria; Antonetti, Paolo - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015614035

The impact of social media influencers on customers' perceived brand equity in the Bahraini automobile industry

Abdulla, Anas; Saberi, Maria - 2026

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015592496

Revising the concept of a perceived brand globalness : beyond broad market reach

Jadach, Robert; Tłuczak, Agnieszka - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015593552

The allure of foreignness : exploring the impact of foreign language labels and the mediating effects of consumer xenocentrism on consumer perceptions

Shehu, Erion; Vollmann, Ralf; Taban, Azin; Çera, Gentjan; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015593554

Blockchain-based food traceability system and green brand image : enhancing product trust and purchase intentions for online agricultural products

Duong Cong Doanh; Tram, Tran Bao; Vu, Pham Quang; Le, … - 2026

This study investigates the impact of green agriculture product brand image and blockchain-based food traceability systems on enhancing product trust and its subsequent effects on online agriculture product purchase intention. As consumer demand for transparency and sustainability rises,...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015596238

Involvement as moderator between the antecedents and outcomes of brand avoidance

Mostert, Pierre; Steyn, Derik - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015597336

Destination image and the myth of uniqueness : a profile analysis of leading Italian ski resorts

Bausch, Thomas; Ortanderl, Florian - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015585106

Effect of consumer brand involvement on brand advocacy : a moderated mediation model

Cheung, Fung Yi Millissa; To, Wai Ming - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015591586

Enhancing online impulse buying through artificial intelligence stimuli and social stimuli in generation Z : the mediating role of brand trust

Sanawan, Sharif Usman; Hassan, Muhammad Taimoor; … - 2026

The purpose of this research is to investigate and explain the extent to which artificial intelligence stimuli and social behavior determinants influence online impulse buying in Pakistan's e-retail sector positioning brand trust as central pathway mechanism among generation Z. Drawing on the...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015628822

How ephemeral content marketing fosters brand love and customer engagement

Khoi Minh Nguyen; Ngan Thanh Nguyen; Pham, Thao Thi Xuan; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015638925

Consequences of perceived brand globalness and localness on brand consistency and clarity

Vaziri, Maryam; Llonch-Andreu, Joan; Lopez-Belbeze, Pilar - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015639051

Power of social media influencers on brand awareness, value, and consumer purchases

Munir, Tanya; Watts, Sean - 2026

This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015639175

The role of first-mover advantages in sustainability : conceptualizing the sustainability transformations of green and conventional brands

Platzek, Florian; Schmitz, Anna-Karina; Hagen, Annika - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015656375

Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention

Durgha Devi, L.; Arumugam, Thangaraja - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015651511

The influences of brand ethnicity on Chinese consumers' brand attachment, brand trust and purchase intention : focused on domestic brand

Li, Shan; Cao, Tuo; Xu, Ju - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015651590

Second-hand luxury goods purchase intention among millennials : a perspective on value

Sikakana, Anele Desiree; Cunningham, Nicole; Lubbe, Isolde - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653368

Dual routes of persuasion in tourism : building marine destination image through the elaboration likelihood model

Prasetyawati, Yuliana Riana; Balqiah, Tengku Ezni; Sri … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015632973

Students' perception of private University brand value in Croatia - what has changed in 5 years?

Ostojić, Martina; Leko Šimić, Mirna - 2026

Increased competition in the higher education market is a key reason for higher education institutions (HEIs) to adopt marketing strategies to remain competitive. Branding is one of the strategies frequently used in this context. This study examines changes in university brand value perception...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633602

Shopping motives as moderators in sustainable food consumption : gender differences and brand loyalty implications in the Danish food market

Hansen, Torben - 2026

In recent years, consumer preference for sustainable food product attributes has increased. This research aims to investigate the moderating influence of consumers' shopping motives on the interplay among gender, preferences for sustainable attributes, and brand loyalty. An online...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633833

Sponsorship dynamics in low-media-coverage sports : an examination of Norwegian individual athletes and their sponsors

Romanelli, Mark; Kjærstad, Andrea; Moustakas, Louis - 2026

This study investigates why companies sponsor individual athletes in sports with low media coverage and how such athletes secure sponsorship agreements. While sport sponsorship research has predominantly focused on mainstream sports and event-based contexts, limited attention has been given to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633943

Brand hate : unraveling antecedents, moderators, and consequences through meta-analysis

Ladeira, Wagner Junior; Lim, Weng Marc; Sampaio, … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015666222

The power of the unspoken : how brands implicitly reference specific brands in indirect comparative advertising

Kauz, Janina Rebecca; Gollnhofer, Johanna - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015666155

When brand activism meets adversity : consumer reactions to performance- and value-related crises of varying severity

Francioni, Barbara; De Cicco, Roberta; Curina, Ilaria; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665832

Decoding generation Z purchase intention : the impact of brand awareness, brand equity, digital media content and emotions

Ademi, Lutfije; Zeqiri, Jusuf; Klopotan, Igor - 2026

This study investigates the impact of brand awareness, brand equity, digital media content, and emotions on the purchasing intentions of Generation Z in North Macedonia, those born between 1997 and 2012. Objectives: This study aims to analyse the underlying factors to be considered when...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015667918

Investigating the role of influencer marketing in shaping luxury brand perceptions

Akter, Salma; Khan, Raihan Ahamed - 2026

This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653884

Four dimensions of brand storytelling : framework for managing and analyzing online brand stories

Zimand-Sheiner, Dorit - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015669285

The solid past : visual stability of brand logos on consumer attitudes toward nostalgic brands

Xiao, Chunqu; Wang, Chenyu; Zhou, Yayu - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665851