Inhaltsverzeichnis
Auswahl der wissenschaftlichen Literatur zum Thema „Relationship between brand and influencer“
Geben Sie eine Quelle nach APA, MLA, Chicago, Harvard und anderen Zitierweisen an
Machen Sie sich mit den Listen der aktuellen Artikel, Bücher, Dissertationen, Berichten und anderer wissenschaftlichen Quellen zum Thema "Relationship between brand and influencer" bekannt.
Neben jedem Werk im Literaturverzeichnis ist die Option "Zur Bibliographie hinzufügen" verfügbar. Nutzen Sie sie, wird Ihre bibliographische Angabe des gewählten Werkes nach der nötigen Zitierweise (APA, MLA, Harvard, Chicago, Vancouver usw.) automatisch gestaltet.
Sie können auch den vollen Text der wissenschaftlichen Publikation im PDF-Format herunterladen und eine Online-Annotation der Arbeit lesen, wenn die relevanten Parameter in den Metadaten verfügbar sind.
Zeitschriftenartikel zum Thema "Relationship between brand and influencer"
1
Mishra, Mukesh Kumar, Ankit Kesharwani und Vikas Gautam. „Examining the Relationship between Consumer Brand Relationships and Brand Evangelism“. Australian Journal of Business and Management Research 6, Nr. 1 (03.05.2021): 84–95. http://dx.doi.org/10.52283/nswrca.ajbmr.20210601a07.
Der volle Inhalt der QuelleAnnotation:
It is a well-known fact now that consumers falsify profound and meaningful relationships with particular brands and that such consumer brand relationships are expected to impact brand-related behavior of consumers. The study investigates the influence of three consumer-brand relational constructs - brand trust, brand affect and brand identification – and their effects on brand evangelism behavior, which was operationalized in the form of two supportive behaviors namely; purchase intentions and positive referrals. After assessing common method bias as well as reliability and validity estimates, structural equation modelling was employed with 458 sample data to test the study model fit and hypothesized relationships. The findings reveal that the consumer-brand relationship influences brand evangelism. All consumer-brand relational constructs (i.e., brand trust, brand affect and brand identification) influence brand evangelism positively in terms of purchase intention and brand referral. The study highlights the importance of brand evangelism in the marketing literature by establishing its causal relationships with the key brand attributes of brand affect, brand trust and brand evangelism. Implications of the results are deliberated with future scope for research.
2
Jun, Sunghee, und Jisu Yi. „What makes followers loyal? The role of influencer interactivity in building influencer brand equity“. Journal of Product & Brand Management 29, Nr. 6 (30.06.2020): 803–14. http://dx.doi.org/10.1108/jpbm-02-2019-2280.
Der volle Inhalt der QuelleAnnotation:
Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty. Design/methodology/approach A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked to respond to the survey questions based on their perceptions of a specific influencer they follow on social media. The relationships among variables were tested via structural equation modeling. Findings The findings show that influencer interactivity is positively related to influencer authenticity and emotional attachment. Influencer authenticity mediates the effect of interactivity on emotional attachment and directly affects brand trust. Furthermore, the results demonstrate that followers’ emotional attachment to influencer brands increases brand loyalty through brand trust. Originality/value This study is the first to approach influencers as a brand, rather than a brand endorser. Specifically, this study conceptualizes the influencer brand’s interactivity and finds a link between influencer interactivity and the followers’ perception of influencer authenticity. It discusses why influencer interactivity and authenticity play key roles in shaping influencer brand equity. This study contributes to both the human brands and the influencer marketing literature by proposing a model to understand how the brand equity of the influencer brand is formed.
3
Jin, S. Venus, Ehri Ryu und Aziz Muqaddam. „I trust what she's #endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing“. Journal of Fashion Marketing and Management: An International Journal 25, Nr. 4 (03.02.2021): 665–81. http://dx.doi.org/10.1108/jfmm-04-2020-0059.
Der volle Inhalt der QuelleAnnotation:
PurposeSocial media campaigns by fashion brands typically rely on two types of accounts: official brands' accounts and social media influencers' accounts. The current study investigates relevant mechanisms that explain the effectiveness of Instagram posts contingent upon their account types (commercial brand's Instagram account versus influencer's Instagram account) and content types (the absence versus presence of human figures in the posted contents).Design/methodology/approachConducting an online experiment (N Females = 195), it was tested if parasocial interaction (PSI) and feelings of social presence moderate the effects of Instagram accounts' promotional posts on consumers' perceived trustworthiness of the endorsed fashion brand. The experiment employed a 2 (Type of Instagram posts: product-only posts versus product posts with a person content) × 2 (Type of Instagram account: a fashion-brand account versus a a fashion-influencer account) between-subjects factorial design.FindingsResults demonstrate three-way interaction effects among the type of the Instagram account, the type of Instagram posts and PSI/social presence on the perceived trustworthiness of a brand. When the content is coming from a fashion-influencer account, there is no difference between product posts with a person and product-only posts conditions with regard to the positive relationship between PSI/social presence and trustworthiness. In contrast, when the source is a fashion-brand account on Instagram, the positive relationship between PSI/social presence and trustworthiness is stronger for product posts with a person. These findings suggest that Instagram posts that are promoted by fashion influencers would have similar effects of PSI and social presence, even if they do not appear themselves in the branded content.Originality/valueThis research contributes to our understanding of the effective antecedents of trustworthiness in social media-based fashion marketing and fashion brand management. Instagram account types and content types influence the extent to which social media communication allows for the formation of emotional ties with and positive evaluation of the fashion brand.
4
Trivedi, Jay P. „Effect of Influencer Marketing on Online Impulse Purchase“. Journal of Electronic Commerce in Organizations 19, Nr. 3 (Juli 2021): 49–64. http://dx.doi.org/10.4018/jeco.2021070104.
Der volle Inhalt der QuelleAnnotation:
Fashion retailers are increasingly using influencer marketing to build a consumer-brand relationship. However, influencer marketing remains an understudied area, and choosing from among traditional attractive celebrity influencers and expert influencers remains a conundrum for marketers. Hence, this research examines the comparative effectiveness of an attractive celebrity influencer, vis-à-vis an expert influencer on online consumer-brand engagement, further resulting in an online impulse purchase. The moderating role of impulse buying tendency between online consumer-brand engagement and online impulse purchase is also examined. Using survey data from respondents following fashion influencers, the author tested the proposed hypotheses using structural equation modeling. The findings indicate that attractive celebrity influencers exhibit a significant effect on online consumer-brand engagement, which further leads to online impulse purchase. The findings also establish the moderating effect of impulse buying tendency and the mediating role of online consumer-brand engagement.
5
Iqani, Mehita. „Brand and influencer strategies in social media marketing of luxury brands in African cities“. Journal of Design, Business & Society 7, Nr. 1 (01.03.2021): 105–21. http://dx.doi.org/10.1386/dbs_00022_1.
Der volle Inhalt der QuelleAnnotation:
This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.
6
Natarajan, Thamaraiselvan, Senthil Arasu Balasubramaniam und Thushara Srinivasan. „Relationship between Internal Branding, Employee Brand and Brand Endorsement“. International Journal of Business and Management 12, Nr. 1 (28.12.2016): 95. http://dx.doi.org/10.5539/ijbm.v12n1p95.
Der volle Inhalt der QuelleAnnotation:
Efficient internal branding practices give service organisations competitive advantage. While the impact of internal branding on employees behaviours has already been examined by academicians and practitioners, its role in developing a favourable employee brand remains unexplored. This article aims to analyse the influence of internal branding activities on employees’ brand knowledge, commitment and employee brand in higher education institutions in India and United States of America. Further the relationship between employee brand and brand endorsement is also examined. Using an online survey, data were collected from the teaching faculty members of higher educational institutions in India (274 samples) and the United States of America (274 samples). The partial least squares structural equation modelling (PLS-SEM) results showed that internal branding influence employees’ knowledge, commitment and image of the brand. The results also proved that employee brand significantly influences employees’ brand endorsement in both countries. The administrators of the institutes in both countries should strengthen the internal branding activities by enhancing brand-centric rewards and promotions to motivate employees to deliver the desired brand image to students and other stakeholders. They must get feedback from employees at regular intervals to know their perception regarding the brand and its image to maintain favorable employee brand.
7
Kaur, Harsandaldeep, und Kanwalroop Kaur. „Connecting the dots between brand logo and brand image“. Asia-Pacific Journal of Business Administration 11, Nr. 1 (24.01.2019): 68–87. http://dx.doi.org/10.1108/apjba-06-2018-0101.
Der volle Inhalt der QuelleAnnotation:
Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.
8
Tamara, Dewi, Lidiya Heriyati, Tsabita Hanifa und Michelle Carmen. „The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)“. Open Access Indonesia Journal of Social Sciences 4, Nr. 2 (22.07.2021): 111–23. http://dx.doi.org/10.37275/oaijss.v4i2.90.
Der volle Inhalt der QuelleAnnotation:
Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.
9
Choi, Young Gin, Chihyung “Michael” Ok und Sunghyup Sean Hyun. „Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty“. International Journal of Contemporary Hospitality Management 29, Nr. 4 (10.04.2017): 1185–202. http://dx.doi.org/10.1108/ijchm-11-2014-0601.
Der volle Inhalt der QuelleAnnotation:
Purpose This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry. Design/methodology/approach Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly. Findings Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty. Research limitations/implications The data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige. Practical implications To enhance the coffeehouse brand prestige, it is critical to enhance patrons’ experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness. Originality/value This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.
10
Choi, Youngtae, Michael W. Kroff und Junga Kim. „Developing brand advocacy through brand activities on Facebook“. Journal of Consumer Marketing 38, Nr. 3 (09.04.2021): 328–38. http://dx.doi.org/10.1108/jcm-10-2019-3460.
Der volle Inhalt der QuelleAnnotation:
Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.
Dissertationen zum Thema "Relationship between brand and influencer"
1
Steinvall, Vendela, und Anton Leif. „Selection, Evaluation and Disclosure strategies : within the pheonomenom influencer marketing“. Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185473.
Der volle Inhalt der QuelleAnnotation:
Whilst influencer marketing has become a more common practice for decision makers within the field of influencer marketing, qualitative measurements are yet intangible and hard to measure, hence, requiring standardization. Recent scholars suggest that the phenomenon of influencer marketing have drastically changed over a short period of time, and there are reasons to believe that it is still changing. Therefore, relevant scholars have suggested that further research on the subject is of highest importance to the society as well as for brand/ company perspectives. The authors of this thesis have therefore focused on the most crucial elements that needs further research within the field of influencer marketing. These elements are elaborated by previous research, however, there are inconsistencies that needs to be reviewed and clarified. Although, influencer marketing requires more research in general, the authors of this thesis have decided to focus on the Swedish market, to understand and display the common strategies used within influencer marketing today, andpotentially foresee future strategies and trends.Inconsistency among previous research exists in terms of influencer selection, influencer evaluation and disclosure strategies. Additionally, there is a further need of elaborating on preferred relationships between brands/ companies and influencers, as well as preferred traits and characteristics brands/ companies seeks within an influencer. Therefore, the research question states; How do decision makers within the field of influencer marketing select andevaluate influencers; andhow are the different disclosure strategies used?Based on theoretical books, scientific articles, and journals the authors of this thesis have chosen suggested approaches to evaluate and analyse the data gathered. The primary data itself was gathered through semi-structured interviews consisting of six respondents. The respondents operate in different industries, but all are decision makers within the field of influencer marketing. For convenience, the authors of this have categorized the respondents based on size of company and whether their main focus are products or services.The findings of the thesis are presented in a model where the most common practices are displayed. The result will provide the reader with cause of action within the quantitative and qualitative approaches one can take. It has been established that qualitative approaches are becoming more common, contributing to a need of a trustworthy evaluation of such subjective approaches. In addition, the model presents the disclosure strategies used by the respondents in this study, hence, providing an understanding of how disclosure can be used to prevent certain issues. Evidence also points at missing opportunities regarding disclosure strategies. Furthermore, influencer characteristics and relationship approaches will be discussed. This thesis provides the most common approaches used by decision makers within the field of influencer marketing, especially when selecting and evaluating influencers. However, there is a need for further research regarding selection and evaluation of qualitative approaches as well as for disclosure strategies.
2
Bendisch, Franziska. „Branding CEOs : how relationship between chief executive officers, corporate brands and stakeholders image can influence perceived brand value“. Thesis, University of Bradford, 2010. http://hdl.handle.net/10454/4892.
Der volle Inhalt der QuelleAnnotation:
Chief Executive Officers (CEOs) have become recognised as brands in the academic and popular domain, but little is known about the relationship between these senior manager 'brands' and the corporate brand of the organisation they represent. Since stakeholders associate the CEO's reputation with that of the company, they may negatively or positively affect each other, and there is little research into this dynamic. Indeed there is only a limited understanding about the field of people branding in general and much less into CEO brands in particular. Consequently this doctoral thesis investigates the people and CEO brands phenomena, the relationships between CEO, corporate brand and stakeholder's self-image and how these can be effectively managed in order to enhance brand equity for the company. Based on a critical realist perspective, this research examines traditional product brand elements from the literature and develops a new conceptual framework for people brands, which is subsequently applied to CEOs. Furthermore a survey is performed with business school students. The findings are analysed by using content analysis, descriptive statistics and by developing and testing a Structural Equation Model. The contribution to knowledge is threefold. Firstly a conceptual framework of people brands is constructed. Second this model is applied to CEO brands. Third five propositions about stakeholder perceptions of CEO brand differentiation and equity are empirically tested. The main findings are that visual presentation is not the main factor to differentiate CEO brands from each other, nor is their association with the company. Positive perceptions of corporate brands can influence the reputation of the CEO brand and lead to an enhancement of their brand equity. Importantly this indicates that stakeholders do not distinguish between CEO and company. Brand equity is also created if there is a relationship between stakeholder self-image and company brand, which in turn can improve the reputation of the CEO brand. Finally brand equity is enhanced through stakeholder perceptions of an ideal self-image. Overall this research has important implications for academia and managerial practice as it extends the knowledge about people and CEO brands and provides an insight into ways in which the relationships between CEO, company and stakeholders can be managed to enhance brand equity for the company
3
Bendisch, Franziska. „Branding CEOs : How relationship between cheif executive officers, corporate brands and stakeholders image can influence perceived brand value“. Thesis, University of Bradford, 2010. http://hdl.handle.net/10454/4892.
Der volle Inhalt der QuelleAnnotation:
Chief Executive Officers (CEOs) have become recognised as brands in the
academic and popular domain, but little is known about the relationship between these
senior manager ¿brands¿ and the corporate brand of the organisation they represent.
Since stakeholders associate the CEO¿s reputation with that of the company, they may
negatively or positively affect each other, and there is little research into this dynamic.
Indeed there is only a limited understanding about the field of people branding in
general and much less into CEO brands in particular. Consequently this doctoral thesis
investigates the people and CEO brands phenomena, the relationships between CEO,
corporate brand and stakeholder¿s self-image and how these can be effectively managed
in order to enhance brand equity for the company.
Based on a critical realist perspective, this research examines traditional product
brand elements from the literature and develops a new conceptual framework for people
brands, which is subsequently applied to CEOs. Furthermore a survey is performed with
business school students. The findings are analysed by using content analysis,
descriptive statistics and by developing and testing a Structural Equation Model.
The contribution to knowledge is threefold. Firstly a conceptual framework of
people brands is constructed. Second this model is applied to CEO brands. Third five
propositions about stakeholder perceptions of CEO brand differentiation and equity are
empirically tested. The main findings are that visual presentation is not the main factor
to differentiate CEO brands from each other, nor is their association with the company.
Positive perceptions of corporate brands can influence the reputation of the CEO brand
and lead to an enhancement of their brand equity. Importantly this indicates that
stakeholders do not distinguish between CEO and company. Brand equity is also
created if there is a relationship between stakeholder self-image and company brand,
which in turn can improve the reputation of the CEO brand. Finally brand equity is
enhanced through stakeholder perceptions of an ideal self-image.
Overall this research has important implications for academia and managerial
practice as it extends the knowledge about people and CEO brands and provides an
insight into ways in which the relationships between CEO, company and stakeholders
can be managed to enhance brand equity for the company
4
Ilic, Josefin, und Matilda Tranell. „What Influences Employees to Become Digital Advocates? : A Quantitative Study of the Relationship Between Employer Branding and Digital Employee Advocacy in Industrial Organisations“. Thesis, KTH, Industriell Marknadsföring och Entreprenörskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-230625.
Der volle Inhalt der QuelleAnnotation:
Since the introduction of social media, the corporate communication landscape has changed significantly, and thus organisations need to find new innovative ways to communicate. One emerging strategy is digital employee advocacy, which ultimately means that employees voluntarily endorse their employers on social media platforms. As of now however, research on how organisations should operate in order to encourage such behaviour is rather unexplored and inadequate, and a stronger understanding of the motivation and underlying mechanisms is needed. One concept that is conceptually identified as a driver for employee advocacy is employer branding, both directly and indirectly through organisational commitment. Therefore, this thesis aims at investigating and analysing the relationship between employer branding and digital employee advocacy as well as the dimensions of employer branding. Ultimately, the purpose of this thesis is to generate insights on which industrial organisations can build strategies for digital employee advocacy programs. This was done by collecting quantitative data through a questionnaire distributed among employees in a Swedish industrial organisation. Based on the data, a PLS-SEM analysis was conducted that both evaluated a newly developed employer branding scale and the relationships between employer branding and digital employee advocacy. The results from the analysis show that employer branding consists of five dimensions: training and development, healthy work atmosphere, ethics and CSR, work life balance as well as compensation and benefits. Furthermore, it can be concluded that employer branding does not lead to digital employee advocacy directly. It can however be shown that the relationships from employer branding to organisational commitment and from organisational commitment to digital employee advocacy are significant and that organisational commitment has a full mediating effect on the direct relationship between employer branding and digital employee advocacy. Thus, organisations need to recognise organisational commitment as a necessity, and employer branding as an instrument, for achieving digital employee advocacy.I takt med tillväxten av sociala medier så har kommunikationslandskapet förändrats drastiskt och organisationer behöver därför hitta nya innovativa kommunikationsstrategier. En allt mer framstående strategi är digital employee advocacy, vilket innebär att få anställda att frivilligt förespråka sina arbetsgivare på sociala medier. Forskning gällande hur organisationer ska verka för att främja sådant beteende är dock bristfällig i nuläget och en större förståelse för incitament och drivande faktorer är därför nödvändig. En faktor som är identifierad som en potentiell drivkraft för digital employee advocacy är employer branding, både direkt och indirekt genom ett koncept känt som organisational commitment (sv. organisationsengagemang). Baserat på detta är målet för denna rapport att undersöka och analysera relationen mellan employer branding och digital employee advocacy samt de potentiella dimensionerna av employer branding. Vidare är rapportens syfte att generera insikter på vilka industriella organisationer kan bygga strategier för digital employee advocacy program. Detta kunde uppfyllas genom att distribuera en enkät till anställda i en svensk industriorganisation. Baserat på kvantitativ data från denna enkät kunde en PLS-SEM analys genomföras vilken både utvärderade en nyutvecklad skala för employer branding samt relationerna mellan employer branding och digital employee advocacy. Resultaten från denna analys indikerar att employer branding består av fem dimensioner: training and development, healthy work atmosphere, ethics and CSR, work life balance samt compensation and benefits. Vidare så visar resultaten att employer branding i dessa förhållanden inte har en direkt påverkan på digital employee advocacy. Dock visar resultaten att employer branding leder till organisational commitment, som i sin tur leder till digital employee advocacy. Dessutom visar resultaten att det direkta förhållandet mellan employer branding och digital employee advocacy till fullo medieras av organisational commitment. Organisationer som vill uppnå digital employee advocacy bör därför se organisational commitment som en nödvändighet och employer branding som ett hjälpmedel.
5
Carter, Liam Leslie. „Investigating the relationship between corporate brand personality and employee brand commitment“. Diss., University of Pretoria, 2011. http://hdl.handle.net/2263/25805.
Der volle Inhalt der QuelleAnnotation:
Corporate brands in today’s business landscape are complex and multifaceted, with employees playing a critical role in the building of those brands. As employee brand commitment forms an important part of building a corporate brand, it would be beneficial to understand the drivers of employee brand commitment in order to better understand the corporate brand. One of the main aspects of employee brand commitment is the personality of the corporate employer brand. This research aims to determine the relationship between corporate brand personality and employee brand commitment. By utilising the Corporate Brand Personality Scale and employee brand commitment measures, a quantitative survey was administered to 250 members of an online research panel. Exploratory factor analysis was used to determine the most common elements of the Corporate Brand Personality Scale. Thereafter, regression analysis was performed to determine the role of brand personality in predicting an employee’s commitment to their corporate brand. The results of this study show that factors of corporate brand personality have a significant influence on employee brand commitment. Further discussion into factor analysis shows that progressive and steadfast personality traits have a significantly positive effect on employee brand commitment, whilst supercilious personality traits have a negative effect on employee brand commitment.Dissertation (MBA)--University of Pretoria, 2011.
Gordon Institute of Business Science (GIBS)
unrestricted
6
Hinestroza, Evelin. „“Brand Equity – A Study on the relationship between brand equity and stock performance”“. Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-141449.
Der volle Inhalt der QuelleAnnotation:
In today’s competitive market companies aim at increasing revenue to acquire a higher market share. Previous research indicates that this can be achieved with intangible assets. These assets are described as a firm’s dynamic capabilities, which can be attained through knowledge resources, organizational structure, employee skills, customer size, Research and Development (R&D), innovative capability, market share or a recognizable brand. Previous studies have associated intangible assets to be very significant for a company’s success and even associated them with creating GDP growth, specifically in Nordic countries. Studies indicate an increasing gap between a company’s market value and book value, which is related to the constant omission of intangible assets from the balance sheet. As a result, this gap, according to previous research, attests that markets are not fully efficient and stock prices do not reflect all available information. Internally generated brand equity is among the assets omitted from the balance sheet. Brand equity is one of the most powerful intangibles within a company. Therefore, it has been alleged of generating higher returns. Due to current accounting standards, IAS 38, internally generated brands are not disclosed on the balance sheet. Instead, the standard solely permits externally generated brand equity, which arises during business combinations, to be recognized. Consequently, researchers are questioning the value relevance of accounting because the omission of internally generated brands does not provide accurate information about a company’s true value. As a result, this may create information asymmetry between management and investors. Since investors are interested in a company’s value, the omission of intangibles may lead to poor economic decisions. Numerous studies have addressed the relationship between intangibles and stock returns. However, there is little research that explains brand equity’s relationship to stock performance. Only one study on Turkish brands, by Basgoze et al (2014), managed to address this relationship. However, the authors only concentrated on abnormal returns and not on significant performance ratios like MTBV, ROA, EPS, P/E and ROE. Considering that the study was based on Turkish brands, a research gap was found in addressing the relationship between brand equity and stock performance in Nordic countries. Seeing that these countries highly invest in intangible assets more than any other European country, it further increased curiosity on the relationship between brand equity and stock performance. To address the gap, a quantitative study in the form of Spearman correlations and a linear regression analysis was conducted. The research design of the study placed brands as an independent variable and stock performance variables as dependent variables. As studies have stated that the MTBV-gap disproves claims of markets being fully efficient, theories like EMH and AHM have been used to analyze the relationship between brand equity and stock performance. Other theories used in the analysis was about brand equity and its different sets, a self-constructed definition of stock performance which included MTBV, ROE, ROA, EPS, P/E and stock returns. The results of the study showed that brand equity had a positive relationship with three out of the six included variables in the study, meaning that there was a positive relation. Furthermore, the study also showed that the market is not fully efficient since the results indicated that, due to brand equity not being included on the balance sheet, not all available information is included in stock prices. Therefore, investors will adapt to the current conditions of the market, which is in accordance to the Adaptive Market Hypothesis.
7
Burger, Paulus. „The relationship between a CEO and sport team brand“. Diss., University of Pretoria, 2015. http://hdl.handle.net/2263/52360.
Der volle Inhalt der QuelleAnnotation:
The sports industry is one of the fastest growing industries in the world. Most
international sports teams have developed a brand representing the message that their
team wishes to communicate to its stakeholders. Frequently, a team s brand is
managed and driven by the leaders, owners and chief executive officers (CEOs) of the
sport teams. Similarly, these leaders, owners or CEOs possess their own personal
brand, which can be driven by the team. To date, literature has focused on the brands
of teams and players, and little focus has been given to the leaders, owners or CEOs
driving the brand, specifically in a South African context.
This research investigates the link or relationship between the CEO and sport team
brand. Qualitative interviews were conducted with CEOs of three Super Rugby
franchises, and the relationship between the brand of the CEOs and the franchise was
identified. Nine additional interviews were conducted with marketers, coaches and
players of the franchises, and assisted in triangulating the data. The interviews
provided the depth and insight to explore the participants understandings of the
relationship between the CEO s brand and the sport team brand.
The research confirmed that there is a link or relationship between a CEO and sport
team brand. The research suggests that the relationship is established over time and is
influenced by the CEO s involvement and engagement with his/her prospective teams .
A dual brand transfer was identified between a CEO and a sport team brand.Mini Dissertation (MBA)--University of Pretoria, 2015.
vn2016
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
8
Blomkvist, Camilla, Mikaela Johansson und Amanda Lindeberg. „Understanding the relationship between Brand identity and Brand image : A case study of Coop“. Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19419.
Der volle Inhalt der QuelleAnnotation:
Background: When it comes to brand communication, gaps can arise. These occur when the brand management’s view of the brand does not match the customers’ Brand image. In order to prevent reputation crises brand managements need to monitor the Brand identity and Brand image and identify possible gaps. Purpose: To identify and analyse what communication gaps that can occur between a company’s Brand identity and customers’ Brand image. Research question: What communication gaps can occur between a company’s Brand identity and the customers’ Brand image? Theory: Marketing Communication, Sender-Receiver model, Brand image and Brand identity focusing on Personality, Positioning, Vision & Culture and Relationship. Method: A case study of the Swedish food company Coop was conducted to investigate the relationship between their Brand identity and the customers’ Brand image. The case study was conducted in two steps; firstly, information concerning Coop’s Brand identity was gathered through in-depth interviews. Secondly, a questionnaire was handed out to Coop’s customers to see whether their Brand image was consistent with Coop’s Brand identity. The aim was to find similarities and dissimilarities between data and thereby identify communication gaps. Results: Several communication gaps were identified between Coop’s Brand identity and the customers’ Brand image when it came to the concepts of Personality, Positioning, Vision & Culture and Relationship. Coop experiences most communication gaps in Relationship, they has not managed to create close relationships with their customers.
9
Brauer, Janin, und Anna Schmidt. „Let's start co-creating! : Establishing more successful collaborations between influencers and companies through co-creation“. Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149316.
Der volle Inhalt der QuelleAnnotation:
Influencer marketing has become a buzz word within the industry over the last few years. However, marketers claim that the industry needs to focus on a more quality-driven approach for brand collaborations instead of just looking after follower numbers and the potential brand awareness guaranteed by them. Therefore, the aspects and interests behind the collaborations of companies and influencers become of more importance. This research project aims for gathering more insights on the current and future collaboration practices in order to answer the question of how potential conflicts of interest between companies and influencers can be better managed. The choice of this research topic was driven by the fact that existing literature approaching influencer marketing and the collaboration practices between companies and influencers so far mainly focuses on the company’s perspective and thereby leaves out the interests of the influencers engaging in brand collaborations. Thereby, a research gap was identified that clearly emphasises the influencers’ perspective on currentcollaboration practices and expectations for future collaborations. Thus, the influencers’ perspective on potential conflicts of interest and critical aspects within collaborations were analysed in order to develop suggestions for better managing conflicts of interests between those two parties in the future. In order to gather the necessary insights qualitative interviews among seven Instagram influencers and two representatives from influencer marketing agencies were conducted. The findings of this thesis revealed three main critical aspects for successful future collaborations between companies and influencers to manage potential conflicts of interest; a stronger focus on a qualitative fit, a more transparent communication and a knowledge improvement about the influencer marketing business. In connection to the existing literature the findings suggested that the co-creation of brands and the building of brand partnerships can support the management of potential conflicts of interest and furthermore help to prevent them from the beginning on. From a theoretical perspective this thesis bridged the identified research gap by analysing the collaboration between companies and influencers from an influencer perspective and thereby suggested the use of co-creation as a theoretical framework for managing conflicts of interest within brand collaborations. Moreover, the findings revealed practical implications for the influencer marketing industry in regards to the need of more interactive dialogues, a more qualitative selection of collaboration partners and the necessity for a deeper examination and knowledge improvement of the influencer marketing industry in the future.
10
Mathekgana, Khutso. „The relationship between brand loyalty and brand choice within the emerging markets of South Africa“. Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/53154.
Der volle Inhalt der QuelleAnnotation:
Thesis (MBA)--Stellenbosch University, 2002.ENGLISH ABSTRACT: Brands, compnsing goods and services, serve to differentiate them from those of competitors. These have now proliferated to such an extent that it is difficult for brand owners to reach consumers and make their brands stand out. Brand loyalty has become one of the most frequently studied aspects of the purchasing process. It is thus defined through its measurements as the repeated purchase behaviour of one brand vis-á-vis other brands in the same category. The definition assumes a choice between two or more brands on the shelf. The objective of this project was to establish the presence of a direct relationship between brand loyalty and brand choice (or the lack thereof), in the emerging black markets of South Africa. The issue at hand is what happens in the absence of choice, i.e. the situation where there is only one brand per category. The second aspect to this is how do you measure brand loyalty in the absence of competition. The, outcome of the study clearly states that the choice that consumers are faced with in a particular market, lacks the dictionary meaning, In the absence of other brands in the same stable, loyalty has been found to exist because of the following: Brand being the first to market. Brand's superiority in terms of delivering on its promise, The presence of a strong advertising and promotions team to demonstrate its quality. Disposable incomes that are low and as such consumers' unwillingness to try other unknown brands, The lack of choice was described as a hostage situation, As long as the brand continues to deliver on quality, consumer choice will be deliberate and biased towards one brand. One very interesting other aspect to loyalty was that once it exists; it gets passed from one generation to the next. It becomes a family tradition,
AFRIKAANSE OPSOMMING: Handelsmerke onderskei produkte en dienste van hul mededingers. Die getal handelsmerke het nou tot so 'n mate toegeneem dat handelsmerkeienaars dit moeilik vind om verbruikers te bereik en hul handelsmerke duidelik van ander te onderskei. Handelsmerklojaliteit is een van die aspekte van die koopproses wat die meeste bestudeer word. Op grond van metingsprosedures word dit gedefinieer as 'herhaalde koopgedrag wat een handelsmerk bo ander handelsmerke in dieselfde kategorie bevoordeel'. Hierdie definisie veronderstel 'n keuse tussen twee of meer handelsmerke op dieselfde rak. Die doel van hierdie projek is om die direkte verwantskap tussen handelsmerklojaliteit en - keuse (of die gebrek daaraan) in die opkomende swart markte van Suid-Afrika te bepaal. Die eerste aspek van die ondersoek handel oor wat gebeur as verbruikers geen keuse het nie, m.a.w. as daar net een handelsmerk per kategorie op die rak is. Die tweede aspek handel oor die meting; van handelsmerklojaliteit as daar geen kompetisie van ander handelsmerke is nie. Die gevolgtrekkings van die studie illustreer duidelik dat die keuse wat verbruikers in 'n bepaalde mark het, nie aan 'n woordeboekdefinisie voldoen nie. Daar is ook bevind dat wanneer verbruikers nie 'n keuse van meer as een handelsmerk het nie, lojaliteit wel ontwikkel, om die volgende redes: Die handelsmerk was die eerste een wat in die mark beskikbaar was. Die betrokke handelsmerk doen sy beloftes beter gestand as ander handelsmerke. 'n Sterk advertensie- en promosiespan is teenwoordig om die kwaliteit van die handelsmerk te demonstreer. Die lae besteebare inkomste van verbruikers maak hulle onwillig om ander, onbekende handelsmerke te beproef Die gebrek aan keuse word beskryf as 'n "gyselaar"-situasie. Solank die handelsmerk aan die gehaltevereistes voldoen, sal verbruikers se keuse doelgerig daardie handelsmerk bevoordeel. Een van die interessantste aspekte van lojaliteit wat vorendag gekom het, is die volgende: as lojaliteit eers gevestig is, word dit van een generasie na die volgende oorgedra. So word dit dan 'n familietradisie.
Bücher zum Thema "Relationship between brand and influencer"
1
Ambrose, Gavin. Packaging the Brand: The Relationship Between Packaging Design and Brand Identity. 1000 Lausanne: Ava Publishing SA, 2011.
Den vollen Inhalt der Quelle finden
2
Advertising Research Foundation Key Issues Workshop (1987 New York, N.Y.). Transcript proceedings: Promotion effectiveness : the relationship between advertising and promotion, brand franchise effects, measurement problems and solutions : an Advertising Research Foundation Key Issues Workshop, the New York Hilton, April 22, 1987. New York, NY (3 E. 54th St., New York 10022-3180): Advertising Research Foundation, 1987.
Den vollen Inhalt der Quelle finden
3
Andreasson, Kristina. Is level of brand loyalty related to a consumer's stage of the family life cycle?: A study investigating the relationship between a UK consumers's stage of the traditional family life cycle and their loyalty towards toothpaste and washing powder. London: LCP, 2002.
Den vollen Inhalt der Quelle finden
4
Han, Shihui. The Sociocultural Brain. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780198743194.001.0001.
Der volle Inhalt der QuelleAnnotation:
Is the human brain shaped by our sociocultural experiences, and if so, how? What are the neural correlates of cultural diversity of human behavior? Do genes interact with sociocultural experiences to moderate human brain functional organization and behavior? The Sociocultural Brain examines the relationship between human sociocultural experience and brain functional organization. It introduces brain imaging studies that identify neural correlates of culturally familiar gesture, music, brand, and more. It reviews cultural neuroscience findings of cross-cultural differences in human brain activity underlying multiple cognitive and affective processes (e.g., visual perception and attention, memory, causal attribution, inference of others’ mental states, self-reflection, and empathy). Further, it reviews studies that integrate brain imaging and cultural priming to explore a causal relationship between culture and brain functional organization. It also examines empirical findings of genetic influences on the coupling between brain activity and cultural values. The book aims to provide a new perspective on human brain functional organization by highlighting the role of human sociocultural experience and its interaction with genes in shaping the human brain and our behavior. Finally, the book discusses the implications of cultural neuroscience findings for understanding the nature of the human brain and culture, as well as implications for education, cross-cultural communication and conflict, and clinical treatment of mental disorders.
5
Fateh-Moghadam, Bijan, und Herbert Zech, Hrsg. Transformative Technologien. Nomos Verlagsgesellschaft mbH & Co. KG, 2021. http://dx.doi.org/10.5771/9783748924852.
Der volle Inhalt der QuelleAnnotation:
The anthology is interested in the relationship between technology and law. Transformative technologies not only displace competing technologies from the market, i.e., they do not only have a disruptive effect in an economic sense, but are also able to influence normative concepts. Thus, technical innovations such as digitization not only confront the law with new regulatory tasks, but also change it at the same time. Law is actively shaping the process of the digital transformation of society, but at the same time is becoming its passive object. The contributions to this anthology illuminate this dual character of digitization as a transformative technology from the perspectives of law, philosophy, and cultural and media studies. With contributions by Prof. Dr. Bijan Fateh-Moghadam, Prof. Dr. Herbert Zech; Prof. Burkhard Schafer; Lukas Brand; Prof. Dr. Peter Georg Picht, Gaspare Tazio Loderer; Prof. Dr. Roberto Simanowski; Stefan Huonder, Olivier Raemy; Tianyu Yuan and Prof. Dr. Wolfgang Hoffmann-Riem.
6
Hart, D. G. American Catholic. Cornell University Press, 2020. http://dx.doi.org/10.7591/cornell/9781501700576.001.0001.
Der volle Inhalt der QuelleAnnotation:
This book places the rise of the United States' political conservatism in the context of ferment within the Roman Catholic Church. How did Roman Catholics shift from being perceived as un-American to emerging as the most vocal defenders of the United States as the standard bearer in world history for political liberty and economic prosperity? This book charts the development of the complex relationship between Roman Catholicism and American conservatism, and it shows how these two seemingly antagonistic ideological groups became intertwined in advancing a certain brand of domestic and international politics. Contrary to the standard narrative, Roman Catholics were some of the most assertive political conservatives directly after World War II, and their brand of politics became one of the most influential means by which Roman Catholicism came to terms with American secular society. It did so precisely as bishops determined the church needed to update its teaching about its place in the modern world. Catholics grappled with political conservatism long before the supposed rightward turn at the time of the Roe v. Wade decision in 1973. The book follows the course of political conservatism from John F. Kennedy, the first and only Roman Catholic president of the United States, to George W. Bush, and describes the evolution of the church and its influence on American politics. By tracing the roots of Roman Catholic politicism in American culture, the book argues that Roman Catholicism's adaptation to the modern world, whether in the United States or worldwide, was as remarkable as its achievement remains uncertain.
7
Hoff, Timothy J. Saving the Doctor-Patient Relationship and Raising Expectations. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780190626341.003.0007.
Der volle Inhalt der QuelleAnnotation:
We are moving quickly toward a corporately controlled, transactionally focused health care delivery system, one that sees patients as “consumers.” Retail thinking continues to take hold in the industry, emitting a rhetoric that promises much and places the organization at the center of the patient’s interactions with the system. Preserving strong, effective doctor-patient relationships in the midst of such change requires the medical profession to focus more on relational care in its training and advocacy; raising the importance of relational features such as trust and empathy in performance measurements and incentive plans for doctors; and trying to “monetize” relational care between doctor and patient in ways that make health care delivery organizations and the industry as a whole want to focus on it more as a source of brand-building and consumer loyalty.
8
Gaffney, Amber M., und Michael A. Hogg. Social Identity and Social Influence. Herausgegeben von Stephen G. Harkins, Kipling D. Williams und Jerry Burger. Oxford University Press, 2016. http://dx.doi.org/10.1093/oxfordhb/9780199859870.013.12.
Der volle Inhalt der QuelleAnnotation:
Sitting at the heart of social influence is the relationship of the influencer to the target of influence. Whereas influence can and does occur on an interpersonal level, it often flows from other group members. Social categorizations both within and between groups are paramount in this process, and the dissemination of group norms is the mechanism through which influence occurs in groups. This chapter examines social influence within and between groups, placing self-categorization processes at the center of this analysis. We provide an overview of social influence within and between groups and explore group-based motivations for influence, highlighting leadership, extremist group factions, political movements, and social movements as examples of social influence occurring in a group context. In addition, we examine social context as well as motivational factors for identifying with and accepting group norms.
9
Drury, Shadia B. The Liberal Betrayal of Secularism. Herausgegeben von Phil Zuckerman und John R. Shook. Oxford University Press, 2017. http://dx.doi.org/10.1093/oxfordhb/9780199988457.013.18.
Der volle Inhalt der QuelleAnnotation:
This chapter offers a philosophical overview of the historical relationship between liberalism and secularism in the West. It concludes that secularism has been betrayed by the current ascendancy of a multicultural brand of liberalism. The history of religion in the West has made secularism a necessary posture that the state must adopt in the face of the threat that monotheistic religions pose to political order and stability. Secularism and liberalism are natural allies, but they are not identical. This betrayal has some serious ramifications. Not only is it incapable of dealing with the rising tide of religious extremism, it has allowed Islam to assume the mantle of liberator from the clutches of the colonial hegemon.
10
Qu, Hsueh M. Hume's Epistemological Evolution. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780190066291.001.0001.
Der volle Inhalt der QuelleAnnotation:
Here is a central issue in Hume scholarship: What is the relationship between Hume’s early Treatise of Human Nature and his later Enquiry concerning Human Understanding? Is the Enquiry a mere simplified restatement of the contents of the Treatise, or do the two substantially differ? Here is another critical issue in Hume scholarship: What is the relationship between Hume’s scepticism and his naturalism? How can we reconcile Hume’s extreme brand of scepticism with his positive ambitions of providing an account of human nature? Hume’s Epistemological Evolution argues that these two issues are intimately related. In particular, this book argues that Hume’s Enquiry indeed differs from the Treatise, precisely because he changes his response to scepticism between the two works. Because the Treatise has as its primary focus the psychological naturalistic project, its treatment of epistemological issues arises unsystematically from the psychological investigation. Consequently, Hume finds himself forced into an unsatisfactory response to scepticism founded on the Title Principle . This response is, however, deeply problematic, as Hume himself seems to recognise. In contrast to the Treatise, the Enquiry emphasises the epistemological aspects of Hume’s project, and offers a radically different and more sophisticated epistemology. This framework addresses the weaknesses of the earlier one, and also constitutes a ‘compleat answer’ to two of his most prominent critics, Thomas Reid and James Beattie. Hume’s epistemology thus undergoes an evolution between these two works.
Buchteile zum Thema "Relationship between brand and influencer"
1
Merz, Julia. „From Trusted Friend to Trusted Brand? Influencer Marketing Between Trust and Mistrust“. In Media Trust in a Digital World, 117–26. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-30774-5_8.
Der volle Inhalt der Quelle
2
de Kerviler, Gwarlann, Alice Audrezet und Emmanuelle Suprin. „Consumer Brand Relationship in the Age of Instagram“. In Marketing at the Confluence between Entertainment and Analytics, 939–51. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_188.
Der volle Inhalt der Quelle
3
Diktaş, Meltem, und V. Özlem Akgün. „The Relationship Between Logo Changes and Brand Equity in Creating Brand Awareness“. In Eurasian Business Perspectives, 265–77. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65085-8_17.
Der volle Inhalt der Quelle
4
Tafoya, Dennis W. „Acknowledging the Relationship between an Organization, Its Stakeholders, and Brand“. In Organizations in the Face of Crisis, 9–22. New York: Palgrave Macmillan US, 2013. http://dx.doi.org/10.1057/9781137313973_2.
Der volle Inhalt der Quelle
5
Vellnagel, Corinna Colette. „Acquisition of the Role of Culture on the Relationship Between Brand Personality and Brand Desirability“. In Markenkommunikation und Beziehungsmarketing, 53–78. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31178-0_3.
Der volle Inhalt der Quelle
6
Pham, Thuy, und Frank Mathmann. „The Impact of Age on the Relationship Between Assortment Size and Perceived Value“. In Advances in National Brand and Private Label Marketing, 3–13. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-18911-2_1.
Der volle Inhalt der Quelle
7
Cuong, Dam Tri. „The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention“. In Proceedings of International Conference on Emerging Technologies and Intelligent Systems, 533–45. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-82616-1_44.
Der volle Inhalt der Quelle
8
da Silveira, Catherine, und Cláudia Simões. „Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract“. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 19–20. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_5.
Der volle Inhalt der Quelle
9
Labrecque, Lauren Isabelle. „Competent Blue and Sophisticated Purple: Examining the Relationship Between Color and Brand Personality“. In The Sustainable Global Marketplace, 503. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10873-5_294.
Der volle Inhalt der Quelle
10
Hartmann, Patrick, Vanessa Apaolaza, Jiaxun He, Jose M. Barrutia und Carmen Echebarria. „The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions“. In Advances in Advertising Research (Vol. VII), 29–41. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-15220-8_3.
Der volle Inhalt der QuelleKonferenzberichte zum Thema "Relationship between brand and influencer"
1
Khanna, Monica, Isaac Jacob und Krupa Rai. „ANALYSING INFLUENCERS IN CONSUMER-BRAND RELATIONSHIP FOR HERITAGE BRAND IN PERSONAL CARE CATEGORY BY CONDUCTING SYMMETRIC, CAUSAL AND ASYMMETRIC TESTS“. In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.12.01.04.
Der volle Inhalt der Quelle
2
Yu, Bo, Guo-feng Li und Jun-nan Hu. „An empirical research on the relationship between brand reputation and brand loyalty influenced by the impact of product-harm crisis management“. In 2008 International Conference on Management Science and Engineering (ICMSE). IEEE, 2008. http://dx.doi.org/10.1109/icmse.2008.4668989.
Der volle Inhalt der Quelle
3
MBAN, Paterne Micha MBELANGANI, und Sevtap ÜNAL. „Brand Embarrassment: Antecedents and Outcomes Variables“. In Japan International Business and Management Research Conference. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/jibm.v1i1.228.
Der volle Inhalt der QuelleAnnotation:
The present study aimed to investigate the role of negative feelings on the consumer buying decision. The influence of a brand image, the need for social approval, and negative brand self- expressiveness on brand embarrassment, as well as the influence of embarrassment on brand hate and brand detachment, mediated by interpersonal influence, were investigated. Findings revealed that brand image and the need for social approval do not have any influence on brand embarrassment, while the negative brand self-expressiveness does predict brand embarrassment. On the other side, the findings revealed that brand embarrassment creates brand hate and brand detachment. And, interpersonal influence has a mediating role in the relationship between brand image-brand detachment, negative brand self-expressiveness-brand hate, and negative brand self- expressiveness-brand detachment.
4
Xi, Nannan, und Juho Hamari. „The Relationship Between Gamification, Brand Engagement and Brand Equity“. In Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences, 2019. http://dx.doi.org/10.24251/hicss.2019.099.
Der volle Inhalt der Quelle
5
Chairy, Chairy, und Jhanghiz Syahrivar. „Relationship Between Brand Jealousy And Conspicuous Consumption“. In Proceedings of the 1st Sampoerna University-AFBE International Conference, SU-AFBE 2018, 6-7 December 2018, Jakarta Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.6-12-2018.2286285.
Der volle Inhalt der Quelle
6
Lishan, Xie, Zhang Wenxuan und Peng Yinmei. „Mediation effect of brand relationship quality between airline brand experience and customer citizenship behavior“. In 2014 11th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 2014. http://dx.doi.org/10.1109/icsssm.2014.6874080.
Der volle Inhalt der Quelle
7
Du, Jie, und Yawen Wang. „The Relationship Between Brand Positioning and Packaging Color of Chocolate“. In 4th International Conference on Arts, Design and Contemporary Education (ICADCE 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icadce-18.2018.120.
Der volle Inhalt der Quelle
8
Yao, Yanzhong. „Analysis on the Relationship Between Cause Marketing and Brand Loyalty“. In 2020 2nd International Conference on Economic Management and Cultural Industry (ICEMCI2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.201128.031.
Der volle Inhalt der Quelle
9
Pei Kuo, Yu, und Yi Xian Wang. „The Relationship between Nostalgic Emotion and Purchase Intention: Brand Awareness and Brand Attitude as Moderating Variables“. In International Conference on Economics and Management Innovations (ICEMI). Volkson Press, 2017. http://dx.doi.org/10.26480/icemi.01.2017.124.125.
Der volle Inhalt der Quelle
10
Chen, Lily Shui-Lien, Yi-Jing Wu und Wei-Chun Chen. „Relationship between country of origin, brand experience and brand equity: The moderating effect of automobile country“. In 2011 IEEE International Technology Management Conference (ITMC). IEEE, 2011. http://dx.doi.org/10.1109/itmc.2011.5996037.
Der volle Inhalt der QuelleBerichte der Organisationen zum Thema "Relationship between brand and influencer"
1
Smith, Kristina A., und Jung-ha Yang. Relationship between Consumer Perceptions and Brand Preference in Photoshopped and Non-Photoshopped Online Fashion Advertisements. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-414.
Der volle Inhalt der Quelle
2
Ivanova, Iryna, und Elena Afanasieva. MODEL OF INTERACTION BETWEEN ADVERTISING, PR AND JOURNALISM. Ivan Franko National University of Lviv, Februar 2021. http://dx.doi.org/10.30970/vjo.2021.49.11060.
Der volle Inhalt der QuelleAnnotation:
The article is an overview of the journalism – PR – advertising relationship at the terminological, empirical-analytical and practical levels. It traces the state of the discussion of these correlations in the post-soviet media such as Ukraine. The study describes that domesticating the importance of the appropriate partnership between the three communication technologies. The thesis is that journalism, advertising and PR create a mutual connection that takes place in an atmosphere of PR and advertising permissiveness and deepens with the development of digitalization, Social network development. The present research is based on a comprehensive approach. The inductive and deductive methods are adopted to discuss theoretical materials, and the interdisciplinary research method is used to detect PR-specific features as a philosophy of a new journalism project. The interpretive approach, usually employed to analyze media text as a complex synthetic structure, was also taken into consideration. The analytical method application identified the modern means of substantiating the ideological, esthetical and informative value of brand journalism and spin doctor. The innovative character of modern media as a behavioral strategy in the advertising and PR industry consists in the fact that it is a form of creative production and behavior rather than adapting a specific communication situation. The article examines the main directions of contemporary interactions between PR, advertising and journalism as a media content creation. In this context, it is asserted that advertising, journalism and PR activities can contribute to the creation of media content. At some point, good media content is achieved not only as a result of this competition but also from the correlation between PR, advertising and journalism.