... 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...

... perceptions that participants have of BZRP Music Session #53 before and after listening. Findings This study redefines brand meaning (BM) within popular music, challenging the traditional view of BM as a static, company-controlled construct. It shows that music influences BM dynamically, shaped by factors...

... 07 2024 16 10 2024 26 10 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Brands Brand associations Brand meaning Brand knowledge Brand-generated content Signalling theory Restaurants Hotels Brands have a meaning...

... Brand meaning Corporate identity When a new visual identity is released, it does not have a firm meaning in the mind of the consumer. Instead, the logo gains meaning over time as the design is experienced in context (Bierut, 2006 ; Erjansola et al., 2022). This context helps consumers...

... 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...

...Anna Vredeveld; Selcan Kara Purpose The purpose of this study is to examine the behavioral and emotional outcomes of nostalgic brand meanings derived from brand use that occurs in the early stages of a romantic relationship. Design/methodology/approach This research uses survey data...

... of the marketing field does not know what the word “brand” means anymore, a lapse that is widely unrecognized. This paper illuminates the lost knowledge condition and proposes resolution. The present state of theoretical and empirical ambiguity is untenable because so many empirical findings throughout...

... by empirical research. Finally, a general discussion and the managerial implications are presented. Brand authenticity Brand image Brand meaning Brand heritage Consumer psychology Brand cultural symbolism Indexical cues Iconic cues Consumer hedonic well-being Consumer eudaimonic well-being...

... identity-based view of the brand views the producing firm as the creator and owner of the brand, actively transmitting meanings to relatively passive brand-using consumers. This ignores the complex co-creation of brand meanings by active stakeholders through their shared stewardship of the brand (Merz...

... vision” and “brand promise/covenant” are used throughout the strategic brand management literature (de Chernatony, 2009). Although the terminology may differ, the basic role and function of what are here termed “brand statements” is to encapsulate a brand’s meaning (Table II). In advertising...

... be contacted at: georgios.halkias@univie.ac.at © Emerald Group Publishing Limited 2015 Cognition Consumer behavior Brand meaning Mental representation Schema theory An executive summary for managers and executive readers can be found at the end of this issue. As mentioned above...

... of children. We demonstrate that age-based bounds may be overcome through the provision of multiple symbolic cues. © Emerald Group Publishing Limited 2015 Brand name Children Brand meaning An executive summary for managers and executive readers can be found at the end of this issue...

... shows that such effects are more pronounced for those with higher self-esteem. © Emerald Group Publishing Limited 2015 New product development Brand name Consumer behavior Brand meaning Pronouns An executive summary for managers and executive readers can be found at the end...

... equity (Financial) Brand meaning Brand performance Private labels (own labels) Brand management antecedents and their ramifications have drawn considerable attention over the past couple of decades from both the academic and practitioner communities. Indeed, successful brand building, ways...

..., India. Study 1 examined whether the sound symbolic relationship between brand name and brand mark holds in this emerging market. Study 2 investigated whether both the brand name and brand mark together can enhance brand meaning in this context. Findings – Study 1 finds support for the relationship...

...Francisco Conejo The ideas covered by Walker are by no means new. The notions that brands essentially consist of meaning, that consumers use brands to express the self, or that consumers and firms co‐create brand meaning, have been all extensively covered by the academic literature. However...