... of purpose-driven brands, the paper develops an empirically grounded framework of brand purpose activation pathways, thereby shifting attention from purpose articulation to purpose enactment. Brand identity Brand meaning Brand purpose Purpose-driven branding Purpose activation Purpose...

...Enya Henning; Manfred Kirchgeorg Purpose Brand identity is a core component of the definition of brand purpose, yet the link between these constructs has not been explored in depth. This study aims to develop a framework that captures the (inter)relationship between brand purpose and brand...

... aesthetic properties such as symmetry? Online media is an increasingly important part of communicating a brand’s identity, and companies often use animations and videos to introduce their new logos and identity systems on websites and through social media. Vit feels like video can “tell a compelling...

...). As a brand grows larger in geographic and customer market scope, it may become more difficult to maintain such a strong and localized customer relationship (Rego et al., 2013). Banking Brand identity Community banks Financial services Industry consolidation Local brands Marketing...

... communities Brand identity Cultural branding Many companies use social media platforms to support the development of online brand communities (OBCs) given their high communication efficiency and low costs (Laroche et al., 2012 ; Habibi et al., 2014b). Scholars call...

...Sung-Yun (Ashley) Chung; John Byrom Purpose This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand...

... Retailing Brand identity Marketing strategy Product management Fast moving consumer goods Brick-and-Mortar retailing Category evolution Consumer packaged goods Niche brands While a “niche brand” was formally defined in the marketing literature over three decades ago as a low share brand...

...Diego Alvarado-Karste; Francisco Guzmán Purpose Brand identities have a dual nature that appeals to the head (rational appeal) and to the heart (emotional appeal) of their consumers. Furthermore, consumers can process information in a predominately analytic or intuitive cognitive style (CS) manner...

...Catarina Lelis Purpose The purpose of this paper is to identify the chromatic approaches in dynamic brand identities, describing and analysing new trends, patterns or shared strategies which seem to be taking place and renunciating the consistent use of corporate colours in some brands. Design...

... of these methods advocate actions based on brand identity elements. Staake et al.’s (2009) comprehensive literature review proposes there is more to contemplate beyond counterfeiters supplying fakes and consumers demanding them: there remain significant supply-side activities for consideration. Although...

.../approach Brand identities can transfer their associations and affect as well as influence brand recall, thus contributing to CBBE. In addition, the pitch and gender of a speaker’s voice are considered as key characteristics of voice perception. This experimental study exposed 521 respondents to 12...

...Timo Muhonen; Saku Hirvonen; Tommi Laukkanen Purpose The purpose of this paper is to examine the performance effects of brand identity in small- and medium-sized enterprises (SMEs). Design/methodology/approach The authors examine whether brand identity mediates the relationship between brand...

... is the corresponding author and can be contacted at: r.brodie@auckland.ac.nz © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Brand image Brand identity Branding Country Theoretical framework Collective meaning Country of origin (COO...

... 2016 Employer branding Brand identity Internal branding The current emerging approaches to brand management suggest that brands are organic social processes (Iglesias et al., 2013 ; Merz et al., 2009 ; Payne et al., 2009) and that brand value...

.... Consumer behaviour Brand attachment Brand identity Corporate branding Rebranding Attitude toward the brand Curiosity Deprivation curiosity Interest curiosity Logo change An executive summary for managers and executive readers can be found at the end of this issue. A brand represents one...

... 2015 --> Positioning Promotions Brand communication Public relations Brand awareness Brand identity Brand promotion Marketing professionals the world over inevitably find themselves confronted with the agony of “How do I market this?” or “How do I persuade upper...

... The Tramshed, Walcot Street, Bath BA1 5BB, Great Britain Crimson Publishing 2014 228 pp. $19.95 (paperback) © Emerald Group Publishing Limited 2015 --> Brand communication Brand image Brand evaluation Brand awareness Brand extension Brand loyalty Brand identity Brand...

...Dilip Roy; Saikat Banerjee Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them...

... Group Publishing Limited 2014 Brand identity Brand trust Authentic brand Brand authenticity Gilmore and Pine (2007) devote a whole book to brand authenticity; building on their experiential marketing approach, they remain in the domain of pragmatic management advice without...

... do not charge lower prices than the feature pioneer. © Emerald Group Publishing Limited 2012 Feature imitation Me‐too brands New product pricing Pricing policy Brand identity Brand loyalty An executive summary for managers and executive readers can be found at the end...