Search Results - subject_exact:"Markenimage"

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

"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

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

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

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

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

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

The role of a luxury brand for the professional competitiveness of Brazilian business women

Troccoli, Irene; Leite, Patricia; Altaf, Joyce - 2025

This qualitative article explores the significance of a luxury women's shirt brand in fostering the professional competitiveness of Brazilian Generation Y women. It does this by identifying the personal values that motivate women to wear these shirts, based on the Means-End Theory. This theory...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015655187

Holistic augmented reality brand equity (HARBE) model : building customer-based brand equity through augmented reality

Lambrecht, Anja; Baumgarth, Carsten; Henseler, Jörg - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015486092

Εstablishing relationships between brands and customers via strategic social media chatbots for telecom goods and services

Polimerou, Roxani; Spais, George - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015486167

The moderating role of perceived brand globalness on the effects of consumers' attitude during periods of political controversies : three interconnected studies following marketing analytics' best practices

Luna-Cortes, Gonzalo; López Bonilla, Luis Miguel; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015486175

Fantasy or reality? : unveiling the power of realistic narratives in tourism social media advertising

Can, Ali Selcuk; Ekinci, Yuksel; Dilek-Fidler, Setenay - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015077614

Don't make me hate you, my love! : perceived brand betrayal and the love-becomes-hate phenomenon

Tolunay Kuşçu, Aslı; Veloutsou, Cleopatra - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015158179

Use of online shop chatbots : how trust in seller moderates brand preference and purchase intention

Illescas-Manzano, María; Martínez-Puertas, Sergio; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015117944

Social dynamics of luxury customization : the unique impact of name personalization

O'Rourke, Anne-Maree; Lin, Joanna; Sung, Billy; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373135

More than law-abiding : a multi-staged consumer study on brand morality

Wei, Yunyi; Ekinci, Yuksel; Sit, Kokho - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373146

Disclosing dual manufacturers on private brands : does it change quality and image perception between national and private label brands?

Pérez-Santamaría, Samanta; Martos-Partal, Mercedes - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373810

BMW is powerful, beemer is not : nickname branding impairs brand performance

Zhang, Zhe; Ye, Ning; Thomson, Matthew - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015374162

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

The structure and content of the religious tourism destination image construct : an exploratory netnography of travelers' reviews of Makkah and Medina

Zarkada, Anna K.; Kashif, Muhammad; Zainab - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015330328

The role of consumer-based brand equity on the prolongation of trademarks

Pfeifer, Louisa Magdalena; Schreiner, Thomas F.; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015330582

Unpacking brand co-creation : a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis

Brand, Lars; Anderski, Matthias; Ströbel, Tim - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015330590

A deeply personal affair : stakeholder engagement in brand "refresh" project of a hospice

Hyde, Fran - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015331629

The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions

Gotsch, Mauro Luis; Gasser, Florian - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015333891

Bibliometric analysis of key variables in tourism : destination, competitiveness, image, quality, and tourist satisfaction (2000–2023)

Pereira, José Marques; Almeida, Paulo; Almeida, … - 2025

In the scientific literature on tourism, a set of variables is frequently utilized. The objective of this study is to analyze the scenario of scientific publications on these variables between 2000 and 2023. This analysis employs a bibliometric approach, utilizing data collected from the Scopus...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015337343