...Yun Chen; Tao Li Purpose This research aims to investigate how destination logos can enhance brand communication through improved recognition, specifically by merging slogans and destination names with the logo, based on advance organizer theory. The research also explores the moderating effect...

... Advertising Computer-mediated communication Brand communication Digital marketing eWOM Gender studies User-generated content The creator economy now exceeds 207 million content creators and is projected to reach $528.4bn by 2030 (Enberg, 2025). As brands increasingly personalize consumer...

... agency and intentionality (Puzakova et al., 2013), it is likely to shape consumers’ emotional responses. Brand activism Brand betrayal Anthropomorphism Political branding Brand communication Consumer brand congruence Political polarization and its consequences continue unabated...

... Brand partnership Brand crisis Brand communication Co-branding Consumer confusion Crisis communication Moral reasoning Crisis management This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sector. Intellectual property...

... BY 4.0 licence Brand activism Brand communication Brand crisis Brand attitude Brand hate Willingness to pay more Experimental design Brand activism refers to firms adopting active positions on societal issues to connect with their customers and promote positive transformation (Sarkar...

... of effects theory supports a sequential relationship where cognition leads to affection and subsequently influences conation. Taken together, ambivalence, situated within the affection, can mediate the progression from concerns to hesitation: Brand communication Sustainable Fashion subscription...

... 28 11 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Branding Sustainability Bibliometric analysis Consumer behavior Brand communication Corporate branding Brand image Social responsibility Consumer–brand relationship Green...

...Tessa Garcia-Collart Purpose In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses...

... concentration and being happily engrossed in one’s work (Schaufeli et al., 2002). Internal branding Work engagement Mission engagement Organizational identification Emotional exhaustion Cognition SEM Internal marketing Marketing management Brand engagement Brand communication...

... concept map (BCM) Brand knowledge Stakeholder marketing Stakeholder management Stakeholder perspectives Family business brand Secondary brand association Consumer and jobseeker responses Employer branding Brand meaning Corporate reputation Consumer brand equity Brand communication...

... effects. Additionally, while substantial research focuses on the positive consequences of brand relationships, this research answers calls to examine the negative impacts to BRQ. 28 04 2020 10 10 2020 03 03 2021 12 05 2021 14 05 2021 Word-of-mouth Brand communication...

... intentions and attitudes toward the brand (Bhandari and Rodgers’s, 2018). Some type of brand feedback is better than no feedback at all (Spark and Bradley, 2017). When brands communicate dialogically with consumers, they can emphasize their appreciation of consumers’ business. Dialogic communication can thus...

... can be contacted at: ycheng20@ncsu.edu 14 05 2020 01 12 2020 01 02 2021 19 03 2021 20 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Quantitative methods Brand communication Brand management Artificial...

...Rico Piehler; Ayla Roessler; Christoph Burmann Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply...

... 08 05 2019 27 09 2019 02 01 2020 17 03 2020 29 05 2020 01 06 2020 02 06 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand communication Social media Brand image Luxury branding Digital marketing...

... to investigate how a dog is described and presented on dog food product packages. The results of a field study enabled us to develop the appropriate stimuli and increase reality for the series of experiments conducted in Studies 1 and 2. Brand identification Packaging Brand communication Consumer...

... with culture? SNS brand communities are consumer groups with well-developed social identities and common interests. In such communities, people develop relationships with the brands, their products/services and the co-consumers through shared experiences in a healthy interactive space (Agrawal et al...

... measures how engaging brand communications through SNS such as Facebook really are. This study utilizes measures of engagement reported by Facebook Insights. Facebook Insights is the back-end analytics tool used to support and track all activities on brand and other pages. It collates multiple data...

... recognition and trust. Previous research provides empirical evidence about the positive influence of social media-based brand community and brand engagement on predictors of brand equity, such that consumer-brand relationship and consumer-product relationship positively influence brand trust (Habibi et al...

... 29 12 2018 09 04 2019 17 07 2019 18 07 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Brand communication Social media Brand image Social marketing Brand management Integrated marketing communications Delphi study...