Search Results - subject_exact:"Markenidentität"

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

Baghi, Ilaria; Antonetti, Paolo - 2026

Persistent link: https://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://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://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://ebvufind01.dmz1.zbw.eu/10015593554

"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://ebvufind01.dmz1.zbw.eu/10015594956

Involvement as moderator between the antecedents and outcomes of brand avoidance

Mostert, Pierre; Steyn, Derik - 2026

Persistent link: https://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://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://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://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://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://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://ebvufind01.dmz1.zbw.eu/10015639175

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://ebvufind01.dmz1.zbw.eu/10015644302

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://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://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://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://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://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://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://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://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://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://ebvufind01.dmz1.zbw.eu/10015666155

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://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://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://ebvufind01.dmz1.zbw.eu/10015669285

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://ebvufind01.dmz1.zbw.eu/10015670501

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://ebvufind01.dmz1.zbw.eu/10015665832

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

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

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665851

Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015669747

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Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Book / Working Paper

Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Book / Working Paper

How to strengthen brand loyalty based on CBBE : an innovative evaluation model for mapping the customer journey and loyalty spiral

Tang, Jia-Wei; Tsai, Pei-Hsuan; Hsieh, Ming-Chia - 2026

With customer experiences and omnichannel retailing becoming increasingly fragmented, this study develops an innovative evaluation model for brand loyalty, integrating consumer-based brand equity (CBBE), customer journey, and the loyalty spiral framework. It conceptualizes brand resonance as an...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015676034

When negative news fails to deter : the emotional shielding effect of brand attachment on perceived risk

Xue, Xinyuan; Zhang, Yuanbo; Zhang, Qingfeng - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015671882

Efficient management of medical image datasets for content-based case retrieval via sparse annotation and bidirectional label propagation

Gong, Chengyue; Guan, Ziyu; Ju, Jianguo - 2026

Efficient management of medical image datasets is critical for clinical decision-making. However, current methods lack fine-grained annotation management and content-based case retrieval capabilities. Existing systems struggle to handle the annotation burden and to efficiently retrieve similar...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015674880

Virtual influencer marketing : mediating roles of product involvement and brand familiarity

Biason, Ricardo; Elnagar, Ahmed K.; Tolete, Clarissa; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016059212

Marketing effectiveness in emerging Mekong markets : an fsQCA of influencer-led sustainable branding

Nopsuwan, Ronnaphop - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016061169

Automated comment moderation enhances social media advertising performance

Park, Jiwoon; De Freitas, Julian - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016062016

The Patagonia vest as a symbol of status and group affiliation : a discussion of brand image, fashion communication and social identity

Schott, Franziska; Meißner, David; Schubart, Constantin - 2026

The Patagonia vest has increasingly moved beyond its original function as outdoor apparel and has become a visible symbol in business contexts, particularly in finance, consulting, and technology-related environments. This discussion paper examines whether the symbolic meaning of the Patagonia...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015676278

Please forgive me : a pathway to mitigating negative brand engagement after an influencer scandal

Dolan, Rebecca; Wilkie, Dean C. H.; Harrigan, Paul; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070243

The rebranding process in service organizations : influence patterns of core service characteristics

Novaković, Nebojša; Spajić, Jelena; Hiršenberger, Helena - 2026

Rebranding has emerged as a complex organizational phenomenon, particularly in service contexts where value is created through interactive and process-based relationships. Despite extensive research in branding, the role of core service characteristics in shaping the rebranding process remains...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070628

From sustainable hotel practices to customer brand evangelism : examining brand pride, brand fidelity, and green perceived quality in the era of digital advocacy

Elshaer, Ibrahim A.; Kooli, Chokri; Azazz, Alaa M. S.; … - 2026

As sustainability becomes a strategic priority within the hospitality industry, understanding how environmentally responsible practices influence customer behaviours beyond loyalty has become increasingly important. This study investigates the mechanisms through which green hotel practices...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070852

Assessing brand equity through customer reviews : a naïve Bayes classifier approach

Yeom, Jaesun; Kim, JiYu; Woo, Han-Gyun - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016059500

Leveraging the influencer marketing power of influential consumers : toward a theory of impression management for brand recovery from brand crisis

Yap, Sheau-Fen; Tan, Lay Peng; Lim, Weng Marc; Lim, Tze Wei - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016070246

The effect of employee based brand equity on customer experience in multinational chain hotels

Zhang, Jinlan; Filimonau, Viachaslau; Tlemissov, Ulan - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016069283

The halo effect of health image on consumer decision-making : evidence from sterilized milk products

Surianto, Surianto; Suhud, Usep; Somnuk Aujirapongpan - 2026

Health-related product positioning has become an important strategy for influencing consumer evaluations and consumption behaviour. Previous studies have shown that favourable health-related perceptions positively affect consumer responses, yet the cognitive mechanism linking these perceptions...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016073659

From innovation resistance to responsible consumption : sustainability signals shaping trust and preference in luxury metaverse marketing

Khanh-Ngoc Hoang-Tran; Ngoc Hong Duong - 2026

This study investigates how functional and psychological barriers influence Vietnamese consumers' attitudes toward metaverse marketing, with a specific focus on luxury brand preference. The research draws on two theories, namely Innovation Resistance Theory (IRT) and Signaling Theory, and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016083211

Branding sustainability across borders : the role of extension fit, environmental concern, and brand image in Portugal and Turkey

Magano, José; Au-Yong-Oliveira, Manuel - 2026

This study explains how consumers form attitudes toward sustainable fashion line extensions by integrating Brand Extension Theory (BET) with the Theory of Planned Behavior (TPB). Using survey data from 786 consumers in Portugal and Turkey, with H&M Conscious Choice as the focal reference, we...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016083215

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://ebvufind01.dmz1.zbw.eu/10015596238

The effects of informational vs. entertaining instagram video content on higher education brand personality : an experimental study

Taghanli, Ceyda; Koob, Clemens - 2026

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 is scarce. This study examines whether...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016071131

Agrochemicals brands preferences and repurchasing decisions for sustainable input marketing to support cocoa production in Ghana

Boateng, Diches Adu; Bannor, Richard Kwasi - 2026

The use of agrochemical products helps promote economic growth by sustaining agriculture. These agrochemicals are essential for controlling pests and improving soil fertility. However, cocoa farmers face distinct challenges, including persistent infestations of pests such as pod borer and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016083996

Signalling credibility in corporate communications : the roles of brand authenticity, CSR authenticity and reputation

Kincl, Tomas; Nalieskin, Stanislav - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015617602