...Hang Nguyen; Kunter Gunasti Four experimental studies test different types of brand identity cues that original brands can use to influence consumer preferences. Logistic and linear regression analyses analyze the effects. The results systematically show the power of brand identity cues...

... and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity. Design/methodology/approach Past IMC frameworks are reviewed...

...Pantea Foroudi; Keith Dinnie; Philip J. Kitchen; T. C. Melewar; Mohammad M. Foroudi Purpose This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number...

.... Dannie Kjeldgaard can be contacted at: dkj@sam.sdu.dk 04 12 2015 09 05 2016 20 09 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Culture (sociology) Consumer research Ethnography Brand identity Brandfests...

...Darren Andrew Coleman; Leslie de Chernatony; George Christodoulides Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology...

... buyers in determining brand trust, brand attachment and brand switching. As this is not yet confirmed by previous research, we investigate this as well. Brand switching Brand attachment Brand equity Compulsive buying Brand loyalty Buying motivations Brand identity Considering...

...John M.T. Balmer; Shaun M. Powell; Bradford T. Hudson Purpose Brand heritage is an emerging concept within the marketing discipline, which suggests that the historical status of older companies is often explicitly linked to their brand identity and consumer appeal. The aim of this paper...

... that is conducted in this sector. The study demonstrates both the influence of a strong brand image in B2B marketing but also how customers might acquire such an image. © Emerald Group Publishing Limited 2010 Business‐to‐business marketing Brand identity Training management Customer satisfaction...

... stimulates related brand associations which may be positive (and add to equity), neutral or negative (and thus not add to a brand's equity). © Emerald Group Publishing Limited 2010 Brand identity Political parties Brand equity Consumers The concept of political parties as brands...

... of ranking is more strongly related to customers' expressed preferences. The results also illustrate the need to understand and deal with the challenge faced by marketing managers when silver medal effects are present. © Emerald Group Publishing Limited 2009 Brand identity Customer satisfaction...

.../methodology/approach While the marketing paradigm is focused on customers, marketing strategy focuses on both the demand and supply side of the market. The authors suggest bringing the paradigm and strategy more in line by adding the brand identity into a new, more balanced, marketing paradigm, called...

... and offering suggestions for future research. © Emerald Group Publishing Limited 2005 Brand identity Brand image Brand extensions Consumer behaviour In recent years, there has been increased interest in the brand personality construct as its strategic importance has become more...

... are discussed in relation to the paradigm of brand orientation. © MCB UP Limited 2003 Values Corporate identity Brands Brand identity Imagine this scenario: in order to better understand their company's corporate brand and brand‐building process, the board of directors asks four members...

... Standards Institution, 1995). Corporate identity Corporate image Brand identity Experience Virtual reality © MCB UP Limited 2003 This difference in timescale is crucial. “Raw” identities may be attractive and resonate with target audiences when launched, but do not go much beyond...

... of corporate branding for the management of internal brand resources. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some...

... will have on the same audience member if the exposure occurs in one media option rather than another”. That is, that the media vehicle influences the receptivity of the message or more particularly that the media vehicle and its imagery is in a sense part of the message. Brand identity Brand image...

... that, because of the study's limitations, more research is required. © MCB UP Limited 1978 Consumer behaviour Decision making Brand identity Brand names Own label goods 158 | European Journal of Marketing 12, 2 Factors Affecting Consumers' Choice between Manufacturer Brands and Retailer Own...