..., the analysis reveals that brand identification moderates the relationship between brand preference and brand advocacy. Originality/value This study advances the concept of idol-brand co-creation and its implications for brands. Unlike traditional approaches centered on meaning transfer, it underscores...

.... Brand advocacy Scoping review Consumer–brand relationship Brand identification Relationship marketing Brand advocacy refers to the proactive and voluntary actions taken by consumers to promote and endorse a brand to others, typically through positive word-of-mouth (WOM), social media posts...

..., the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian...

... consumer experiments to manipulate transgression diagnosticity via centrality and consistency and identifies the resulting impact on consumer-brand identification, trustworthiness and consumer digital engagement intentions through PROCESS models. Findings High-diagnosticity transgressions lower...

... the identity-based motivation model, this article aims to examine the impact of brand identification and brand disidentification on the two distinct dimensions of OBL (i.e. brand avoidance and trash talk) according to their different intensity and activation levels (passive or active). In addition, article...

..., perceived brand value, customer-brand identification and purchase intention. Furthermore, the different effects of social endorsement on the perceived functional, hedonic, social and monetary brand value were investigated so as to support SNS users’ role as value cocreators. Design/methodology/approach...

... to a wide variety of brands (Ahuvia et al., 2020) and stores (Borghini et al., 2021). An important precursor to this attachment is the consumer’s perceived identification with a brand (Malär et al., 2011). Perceived brand identification is the extent to which a consumer perceives...

..., inter-firm brand rivalries are closely related to inter-consumer brand rivalries, exhibiting several positive consequences, such as increased brand distinctiveness and improved brand identification (Berendt et al., 2018). Consequently, a firm’s communications eliciting a rivalry may provoke...

...), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Brand identification Brand co-creation Organizational identity Corporate branding Internal branding Multiple identities...

... re-use rights only Brand advocacy Sales management Brand performance Brand identification The topic of salesperson identification has attracted both academic and practitioner interest over the past decade in both the marketing and sales management literature. This attention...

... identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty. Practical...

... identification. However, no direct relationship is observed between PCSR and brand commitment. The effect of PCSR and brand commitment is significantly mediated by brand trust and brand identification. Practical implications The investment of resources in corporate social responsibility (CSR) activities has...

... authenticity of top football players on loyalty to the football discipline in general, via the mediation of personal brand identification. Design/methodology/approach Based on data collected from a convenience sample of 562 respondents from Poland via an electronic survey and analyzed using the structural...

... 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 brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty. Originality/value Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers...

... group perceptions and brand identification, this research explores the impact of strategic customer extensions on current target market consumers. Design/methodology/approach Two scenario-based experiments explore strategic customer extensions for a packaged goods brand and a well-known retail brand...

... that community and brand identification positively and significantly influence CBE. Furthermore, the supporting role of OBCs’ moderators facilitates CBE and moderates the influence of community identification on CBE. Regarding the outcomes of CBE, the results show that higher levels of engagement are positively...

...-affective-behaviour model of internal branding proposing that IBK results in higher levels of employee brand identification (EBI); this sense of identification then motivates employees to engage in both employee-related and brand- and customer-focussed behaviours (i.e. brand citizenship behaviour [BCB...

...Yasamin Vahdati; Kevin E. Voss Purpose The purpose of this study is to examine the extent to which a cause-brand alliance (CBA) leads to improved attitude toward cause-brand alliance, which in turn leads to improved brand identification. Design/methodology/approach The approach uses a 2 × 2...

...Urška Tuškej; Klement Podnar Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology...