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Relevant bibliographies by topics / Brand image

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Academic literature on the topic 'Brand image'

Author: Grafiati

Published: 4 June 2021

Last updated: 11 March 2023

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Journal articles on the topic "Brand image"

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Fan, Qingji. "Relationship among China’s country image, corporate image and brand image." Journal of Contemporary Marketing Science 2, no. 1 (April 8, 2019): 34–49. http://dx.doi.org/10.1108/jcmars-01-2019-0006.

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Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

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Koubaa, Yamen, Rym Boudali Methamem, and Fatiha Fort. "Multidimensional Structures of Brand and Country Images, and Their Effects on Product Evaluation." International Journal of Market Research 57, no. 1 (January 2015): 95–124. http://dx.doi.org/10.2501/ijmr-2015-007.

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Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour. This paper studies country and brand image multidimensional structures across several brands, countries and products. A model relating country image to brand image and then to product evaluation was built with country and brand image as multidimensional concepts. A within-subject intercultural investigation serves as a basis for data collection (1,400 consumers). The investigation was done in Japan, France and Tunisia. Three products were investigated, with three brands for each product: computer (Dell, Sony and Acer); hand cream (Shiseido, Nivea and L'Oréal); and sports shoes (Nike, Asics and le coq sportif). Results show a conjoint effect of country and brand images on product evaluation in addition to their separate effects. Country image structures differ across countries and influence differently product evaluation. Similarly, brand image structures differ across brands, across countries and across products.

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Jin, S. Venus, and Ehri Ryu. "Instagram fashionistas, luxury visual image strategies and vanity." Journal of Product & Brand Management 29, no. 3 (September 14, 2019): 355–68. http://dx.doi.org/10.1108/jpbm-08-2018-1987.

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Purpose Luxury fashion brands harness the power of Instagram and fashionistas for strategic brand management. This study aims to test interaction effects among luxury brand posts’ Instagram source type (brand versus fashionista), visual image type (product-centric versus consumer-centric) and consumers’ characteristics (vanity, opinion leadership and fashion consciousness) on brand recognition and trust. Design/methodology/approach A quantitative 2 (source type: brand versus fashionista) × 2 (branded visual image type: product-centric luxury versus consumer-centric luxury) between-subjects online experiment (N males = 195 and N females = 182) was conducted by recruiting participants from MTurk. Findings Logistic regression analyses indicated two-way interaction effects between sources and visual images on brand recognition. Brand recognition was higher for product-centric images when the source was the fashionista, whereas brand recognition was equivalent regardless of the image type when the source was the brand. Logistic regression and multiple regression analyses revealed the moderating effects of sources and visual images on the association between consumer traits and branding outcomes. Practical implications Meticulously choosing effective methods of showcasing branded content and persuasive luxury visual image strategies via Instagram is more important for fashionistas than for established brands in increasing brand recognition. Instagram fashionistas are more effective in increasing females’ brand trust through delivering product-centric visual images when targeting women with high vanity, opinion leadership and fashion consciousness. Brands as the Instagram profile source are more persuasive in increasing males’ brand trust through delivering product-centric visual images when targeting men with high vanity. Originality/value This experiment provides theoretical discussions and empirical findings about social media influencer marketing and managerial implications for Instagram-based luxury branding. This research revolves around the overarching theme of the interactive effects of multifaceted branded contents and market segments in social media influencer marketing environments.

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Chakraborty, Uttam, and Savita Bhat. "Credibility of online reviews and its impact on brand image." Management Research Review 41, no. 1 (January 15, 2018): 148–64. http://dx.doi.org/10.1108/mrr-06-2017-0173.

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Purpose Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer’s mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to investigate the effects of online reviews on functional and hedonic brand images in the context of consumer electronic products in India. Design/methodology/approach The present study adopts a novel approach to collect data. The data have been collected from select e-commerce sites’ brand pages on Facebook through Google form application. A number of respondents are 1,038. Structural equation modeling technique has been used to examine the effects of online reviews on functional and hedonic brand images. Findings The data analysis reveals that source and review quality have more significant effect on credibility evaluation of online reviews as compared to the effects of review consistency and receiver. Moreover, credible online reviews have more impact on hedonic brand image rather than functional brand image in the context of consumer electronics product in India. Originality/value The present study combines Yale attitude change model and attribution theory to examine the effects of online reviews on brand image.

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G. Dawes, John. "Patterns in competitive structure among retail financial services brands." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 924–42. http://dx.doi.org/10.1108/ejm-02-2012-0085.

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Purpose – The purpose of this paper is to determine if services brands such as banks share their customers with competing brands in line with the market share of those competitors, and whether services brands with similar images form market partitions with heightened competitive intensity. Design/methodology/approach – The study uses brand usage, forced-choice and brand perceptions data obtained from a survey of consumers. The study uses a log-linear modelling framework to identify market structure and to test if partitions correspond to similarities in brand image. Findings – Analysis of in-market data shows customers share their requirements between competing brands in line with market share, and that brands with similar images do not form partitions. However, when consumers are asked to choose brands for a specific product, there is some tentative evidence of brand partitions among brands with similar brand image. Practical implications – The results here can help managers in service markets such as banking and insurance understand market structure. As a result, they can better plan customer acquisition and retention strategies. Originality/value – The study addresses a lack of research into customer sharing and switching in services markets. No previous study has successfully employed brand-sharing, forced-choice and brand image data to identify market structure in a services context.

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Lee, T. S., C. S. Leung, and Z. M. Zhang. "Fashion Brand Image Marketing: Brand Image and Brand Personality." Research Journal of Textile and Apparel 4, no. 2 (May 1, 2000): 60–67. http://dx.doi.org/10.1108/rjta-04-02-2000-b008.

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Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more effective marketing program. However, the brand image literature in consumer marketing can be characterized as fragmented. Even the definitions of brand image lack consensus. This paper critically reviews the meaning of brand image and its related concept, brand personality, and discusses marketing implication for fashion marketers

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Alić, Adi, Merima Činjarević, and Emir Agić. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands." Management & Marketing. Challenges for the Knowledge Society 15, no. 1 (March 1, 2020): 1–16. http://dx.doi.org/10.2478/mmcks-2020-0001.

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AbstractThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.

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Ahn, Young Myung, and Hwi Kyung KIM. "A Study on Brand Image Application Characteristics in Spatial Expression of Side Dish Stores." Korea Institute of Design Research Society 7, no. 4 (December 31, 2022): 212–25. http://dx.doi.org/10.46248/kidrs.2022.4.212.

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Side dish stores are concentrating their marketing capabilities to increase brand awareness and are using it as a strategy to lock-in customers through differentiation from other stores by strengthening brand images such as product image, store image, and marketing image. Among them, the strategy using the space design of the side dish store is that can directly link the brand image. Therefore, the purpose of this paper is to establish the correlation between brand selection attributes and space design expression elements through the case analysis of design of side dish stores, and to analyze the characteristics and types as brand image elements. The criterion for case analysis was conducted through image analysis of brand image elements - interior design elements, and the targets were the store spaces of domestic franchise side dish stores. As a result of the study, it was concluded that the systematic and active reflection of the brand image in space design expression strengthened the brand image. By item, the facade, finish materials/colors, and objects were identified as the elements that best represent the brand image in spatial expression. According to the comparison between cases, in the case of brand side dish stores, brand design expression applicability was higher than a certain level, and as a result of attempting to categorize by a selection attribute for each case, 1 brand pursued economic feasibility, 2 brands pursued convenience, and 3 brands pursued aesthetics. This shows that continuous feedback from customers acts as a factor in setting and reinforcing the brand image during brand strategy planning and management, and shows the need to develop a more unique branding in the space design of side dish store, rather than a standardized and high-end design.

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Yaran Ögel, İlkin. "The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement." Journal of Applied And Theoretical Social Sciences 3, no. 4 (December 7, 2021): 306–29. http://dx.doi.org/10.37241/jatss.2021.39.

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As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.

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Roth, Martin S. "The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies." Journal of Marketing Research 32, no. 2 (May 1995): 163–75. http://dx.doi.org/10.1177/002224379503200204.

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Developing and managing brand image is an important part of a firm's marketing program. However, little research has been done (1) on linking the use of brand image strategies to product performance or (2) on managing brand images in global markets. The author examines the brand image-performance linkage for consumer goods in two categories marketed internationally. He also develops a conceptual framework that identifies various cultural and socioeconomic environmental characteristics of foreign markets that are hypothesized to affect brand image performance. Results from a 10 country/60 region study indicate that cultural power distance, cultural individualism, and regional socioeconomics affect the performance of functional (problem prevention and solving), social (group membership and symbolic), and sensory (novelty, variety, and sensory gratification) brand image strategies. The author then discusses the implications for managers marketing brands internationally and the directions for further research.

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Dissertations / Theses on the topic "Brand image"

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Weishaupt, Matthias. "Influence of customer brand image on the employer brand image." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02606820002/$FILE/02606820002.pdf.

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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.

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The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of the brand image in the interviewee's perspectives. This work’s focus is on the problem how the cultural differences can affect the perspective of individuals brand image even though this one can try to have a global standardized image.

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江華南 and Wa-nam Wallace Kong. "Brand image in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266538.

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Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.

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Fernandes, Miguel Pinto Valente. "External brand extensions impact on Diesel's brand image." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10329.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Diesel is a global urban brand that privileges individuality and irreverence. This project measures Diesel brand image within the different types of Portuguese consumers; the objective is to understand the main buying drivers and analyze the impact of brand licensing. It was concluded that Diesel global brand image is consensual among the consumers of each product category, but the purchasing drivers differ among them; Clothing and Time Frames consumers refer the brand itself as the main driver, while Shades and Fragrances consumers refer product attributes as the main driver. Additionally, Time Frames consumers reacted negatively when informed about the brand licensing, while Shades and Fragrances consumers tended to react positively.

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Baeza, Julia, and Caroline Ånmo. "Brand origin : how does it impact brand awareness and brand image." Thesis, Kristianstad University, School of Health and Society, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6690.

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As globalization influences today’s world markets, many brands are becoming international and global. When a brand is in an international market it creates an opportunity for perceived brand origin to influence the consumers. Brand origin effect refers to the different ways that the perceived origin of a brand influences the consumers, for example, the consumer brand equity or purchase behaviour. The purpose of this dissertation is to investigate brand origins effect on brand image and brand awareness. There has been research on this in the past; however, only few of them have focused on emerging markets. Therefore, we will investigate the brand origin effect in emerging markets. The study is performed in Ecuador, and the data is collected through structured interviews within the target population. The dissertation was done in collaboration with the Swedish company Husqvarna. Therefore, it was the brand awareness and image of Husqvarna in particular that was studied. The results of this dissertation indicate that there are relationships between the variables brand origin, brand image and brand awareness. First of all, there were indications that consumers in emerging markets prefer brands from developed countries. The second relationship that the results indicate is that a more positive image of perceived brand origin means a more positive image of brand image. The last relationship is that a more positive image of perceived brand origin, leads to a higher sense of brand awareness. However, it is necessary to mention that none of these relationships could be proven to be significant through statistical testing. As a result of this, this dissertation provides a good foundation for future research where the relationships should be further studied.

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Todd, Louise A. "Festival images : brand image and stakeholders' brand relationship types at the Edinburgh Festival Fringe." Thesis, Edinburgh Napier University, 2011. http://researchrepository.napier.ac.uk/Output/4344.

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The Edinburgh Festival Fringe (The Fringe) is the largest arts festival in the world and it has inspired the creation of similar festivals world-wide. Since its conception in 1947, the Fringe has demonstrated significant growth in visitor numbers; ticket sales; and its economic contribution. Despite this, the sustainable future of Edinburgh's festivals is debated as Edinburgh, ‘the Festival City', faces threats from other festival destinations. Festivals position Edinburgh creatively in contrast to the city's traditionally perceived image as a cultural-historic centre. Despite this, little research has been undertaken into the creative and cultural significance of Edinburgh's festivals, including the Fringe. This interdisciplinary research grounded in marketing, tourism, and festival and event management; and underpinned by constructivism, presents an understanding of types of brand relationships that exist between the Fringe and its primary stakeholders. This is achieved through defining both the Fringe brand image and its primary stakeholders; and applying these definitions to the development of a typology of Fringe-stakeholders' brand relationships. The significance of this study is evident within its topic of inquiry and the research methods applied. In the little-considered arena of arts festivals and their stakeholders, this is the first in-depth study into the Fringe as a festival and festival brand. Within this, the definition of a Fringe brand image contributes to understanding the cultural and creative significance of the Fringe. Furthermore, this research contributes a unique understanding of the types of stakeholders that are engaged with the Fringe. The types of brand relationships that exist between these stakeholders and the Fringe are another significant contribution to knowledge and understanding. While specific to the present context, these findings may prove transferable to further festivals or events, and related areas and industries. The contribution made by this research to the methodological developments in festival and event studies is of additional significance. The application of visual research methods, including semiotic analysis and photo-elicitation within phenomenological interviews, has previously been applied in marketing, consumer, and tourism research, but not to the understanding of festival brands and stakeholders' brand relationship types. Findings of this research illustrate that existing marketing and consumer brand frameworks and stakeholder theories are applicable to festivals. Further, it is possible to define ‘a' Fringe brand image which is subjective and contradictory. The unique open-access and organic, operational model of the Fringe facilitates its many contributors, and consumers. Fringe stakeholders may be categorised according to their level of engagement with the Fringe (as primary or secondary) and their particular stakeholder role(s), which are varied and multiple. Fringe-stakeholder brand relationship types are overwhelmingly positive; and are based upon interpersonal relationship dimensions (including friendships, marriages, kinships and partnerships). Fringe-stakeholder brand relationship types can be classified therefore as having similar dimensions to those brand relationship types previously described for consumer products and brands.

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Gudjonsdottir, Elly, and Albina Jusubova. "CSR's effect on brand image." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-14997.

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The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely. More specifically, a self-completion survey was conducted on a sample of 73 hotel guests living in a CSR friendly hotel in Malmo, Sweden.

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Lukavská, Klára. "Image a identita značky." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205096.

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The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was conducted among the consumers of Proenzi brand and the comparison of brand image and brand identity. To conclude, there are presented suggestions for improvement and recommendations for future research extensions.

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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.

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Books on the topic "Brand image"

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Albisser, Matthias. Brand Content und Brand Image. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-35711-5.

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Martínez, Eva. The effect of brand extension strategies upon brand image. Birmingham: Birmingham Business School, 2002.

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Gladnikoff, Ira. How Novell's advertising communicates brand image. London: LCP, 2000.

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Naila, Clerici, and European Association for American Studies. Conference, eds. Victorian brand, Indian brand: The white shadow on the native image. Torino: Segnalibro, 1993.

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Sethuraman, Raj. What makes consumers pay more for national brands than for store brands: Image or quality? Cambridge, Mass: Marketing Science Institute, 2000.

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John, Foley. Balanced Brand. New York: John Wiley & Sons, Ltd., 2006.

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Pople, Tristan. How have Nike constructed their brand image? Manchester: UMIST, 2003.

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Ind, Nicholas. Living the Brand. London: Kogan Page Publishers, 2007.

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H, Elliott Richard, ed. Brands and brand management: Critical perspectives on business and management. New York: Routledge, 2008.

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The global corporate brand book. Basingstoke: Palgrave Macmillan, 2009.

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Book chapters on the topic "Brand image"

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Kostelijk, Erik, and Karel Jan Alsem. "Brand image and brand values." In Brand Positioning, 68–102. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-7.

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Albisser, Matthias. "Marke und Markenkommunikation." In Brand Content und Brand Image, 13–61. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35711-5_2.

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ZusammenfassungDie Kapitel 2, 3 und 4 legen die theoretischen Grundlagen dieser Arbeit dar, die den Einfluss von Brand Content als eine Form der Markenkommunikation auf das Markenimage untersucht. Dazu werden in diesem Kapitel die Begriffe Marke, Markenidentität, Markenimage, Markenpositionierung und Markenkommunikation beleuchtet.

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Albisser, Matthias. "Userperspektive auf Brand Content: Der Uses-and-Gratifications-Ansatz." In Brand Content und Brand Image, 63–96. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35711-5_3.

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ZusammenfassungIm vorangegangenen Kapitel über «Marke» wurde unter anderem auf die Markenkommunikation eingegangen. Die klassische Markenkommunikation folgt einer Unternehmensperspektive, anhand welcher funktionale oder emotionale Nutzen vermittelt werden und ein entsprechendes Markenimage aufgebaut werden soll. Durch die Informationsflut und ein selbstbestimmtes Userverhalten im digitalen Raum muss sich Markenkommunikation jedoch zunehmend an den Usern ausrichten und diesen einen Mehrwert bieten. Dieses Kapitel fokussiert anhand des Uses-and-Gratifications-Ansatzes auf diese Userperspektive.

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Albisser, Matthias. "Empirisches Vorgehen." In Brand Content und Brand Image, 147–208. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35711-5_6.

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ZusammenfassungDie vorliegende Arbeit hat zum Ziel, herauszufinden, wie sich informativer und unterhaltender Brand Content auf Markenimagedimensionen auswirkt Im vorherigen Kapitel wurde der aktuelle Forschungsstand mit Bezug zu dieser Frage diskutiert. Bestehende Forschung hat gezeigt, dass die Wirkung von Brand Content auch vom Kommunikationskanal und von der Art Marke, die den Brand Content ausspielt, abhängt.

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Albisser, Matthias. "Informationsverarbeitung und Wirkung von Markenkommunikation." In Brand Content und Brand Image, 97–117. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35711-5_4.

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ZusammenfassungIm Rahmen dieser Arbeit geht es um den Einfluss informativen und unterhaltenden Brand Contents auf das Markenimage. Dazu sollen im ersten Teil dieses Kapitels die menschlichen Prozesse bei der Verarbeitung von Markenbotschaften (Informationsverarbeitung) beleuchtet werden, im zweiten Teil des Kapitels geht es um Priming- und Schema-Effekt.

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Albisser, Matthias. "Diskussion." In Brand Content und Brand Image, 241–57. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35711-5_8.

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ZusammenfassungIn diesem abschliessenden Kapitel folgt eine Diskussion der Resultate der empirischen Arbeit. Zuerst wird die Ausgangslage der Studie rekapituliert und die Relevanz der Arbeit nochmals dargelegt. In den Abschnitt 8.2 bis 8.4 werden die durch die Studie erhaltenen Resultate reflektiert und in die bestehende, in Kapitel 5 dargelegte Literatur eingeordnet.

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Albisser, Matthias. "Resultate: Der Einfluss des Brand Contents auf das Markenimage." In Brand Content und Brand Image, 209–39. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35711-5_7.

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Albisser, Matthias. "Forschungsstand, Hypothesen und Forschungsmodell." In Brand Content und Brand Image, 119–46. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35711-5_5.

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ZusammenfassungIn diesem Kapitel werden unter Berücksichtigung der theoretischen Grundlagen und des aktuellen Forschungsstandes Hypothesen über die Wirkung von Brand Content auf das Markenimage hergeleitet.

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Albisser, Matthias. "Einleitung." In Brand Content und Brand Image, 1–11. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35711-5_1.

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Zusammenfassung«Content is King» tönt es aus allen Ecken der Kommunikations-, Marketing- und Werbebranche. Doch worüber sollen Marken in all den digitalen Kanälen berichten? Über Katzen, weil es den Internetnutzerinnen und -nutzern ausserordentlich gefällt? Über aktuelle Ereignisse, weil diese relevant sind und die Kommunikation anschlussfähig ist? Oder doch primär über die eigenen Produkte und Leistungen – auf die Gefahr hin, Kundinnen und Kunden zu langweilen und im Wettbewerb um Aufmerksamkeit den Kürzeren zu ziehen?

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Vannucci, Virginia, and Eleonora Pantano. "Corporate brand image." In Building Corporate Identity, Image and Reputation in the Digital Era, 347–62. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-16.

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Conference papers on the topic "Brand image"

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Unurlu, Çiğdem, Ayşe Akyol, and Dilek Altaş. "The Relationships between Destination Brand Image, Destination Brand Loyalty and Word of Mouth Behaviour." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00831.

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This article documents a study and model of the destination brand image, destination brand loyalty and word-of-mouth behaviour (WOM). Therefore, the literature review consists of three parts namely destination brand image, destination brand loyalty and word-of-mouth behaviour. Destination brand image can be defined as the reasoned perceptions consumers attach to specific brands. Destination brand loyalty can be defined as the main source of customer-based brand equity. Brand loyalty was defined as the attachment a customer has to a brand. Lassar et. al. noted that brand equity stems from the grater confidence that consumers place in a brand than they do in its competitors. This confidence translates into consumers' loyalty and their willingness to pay a premium price for the brand. Word of mouth behaviour can be defined as informal communications directed at other consumers about the ownership or characteristic of particular goods and services and/or their sellers. In order to explore the relationship between destination brand image, destination brand loyalty and word-of-mouth behaviour, a two phase research design (exploratory and descriptive) was adopted and conducted. This study was based on the measures of Boo et all (2009), and Kim et all (2011) because their instruments had been developed, tested, refined and yielded reliable results. The questionnaire items were scored on a 5 point Likert scale, ranging from “strongly disagree” to “strongly agree”. A cross sectional design was used for the data collection. Data is analysed by using SPSS.

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Putri, Annisa Dieni Eka, Indarini, and Dudi Anandya. "The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty." In Proceedings of the 16th International Symposium on Management (INSYMA 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/insyma-19.2019.31.

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"Effects of Brand Familiarity, Brand Trust, and Marketing Strategies on Brand Image and Brand Attachment." In Aug. 12-14, 2019 Pattaya (Thailand). Universal Researchers, 2019. http://dx.doi.org/10.17758/uruae5.uh0819435.

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Surapto, Deni. "The Impact of Brand Trust, Brand Loyalty, Brand Image on Service Quality." In 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200522.033.

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Grubor, Aleksandar, Nenad Đokić, and Nikola Milićević. "Measuring Brand Equity and Brand Image in Marketing Research." In 24th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management. University of Novi Sad, Faculty of Economics in Subotica, 2019. http://dx.doi.org/10.46541/978-86-7233-380-0_18.

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Dong, Yufei. "Whom Your Brand Is More Like? Analysis of Brand Image and Brand Personality." In 2016 International Conference on Contemporary Education, Social Sciences and Humanities. Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/iccessh-16.2016.95.

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Sun, Ling. "Product Brand: User Automobile Brand Experiences in China." In IPEC 2021: 2021 2nd Asia-Pacific Conference on Image Processing, Electronics and Computers. New York, NY, USA: ACM, 2021. http://dx.doi.org/10.1145/3452446.3452625.

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Cortiñas, Mónica, Raquel Chocarro, and Arantxa Villanueva. "Image, brand and price info." In the 11th ACM Symposium. New York, New York, USA: ACM Press, 2019. http://dx.doi.org/10.1145/3314111.3321616.

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Cortiñas, Mónica, Raquel Chocarro, and Arantxa Villanueva. "Image, brand and price info." In ETRA '19: 2019 Symposium on Eye Tracking Research and Applications. New York, NY, USA: ACM, 2019. http://dx.doi.org/10.1145/3317960.3321616.

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Wardhana, Ali, and Yulia. "The Impacts of Brand Image, Brand Love, and Brand Trust on Brand Loyalty: Case Study on Coffee Drinks." In 18th International Symposium on Management (INSYMA 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210628.027.

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Reports on the topic "Brand image"

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Cho, Eunjoo, Ann Marie Fiore, and Daniel W. Russell. Cross-Cultural Validation of a Fashion Brand Image Scale. Ames: Iowa State University, Digital Repository, November 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-41.

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Lee, Hyun-Jung, Ji-Yeon Lee, and Kyu-Hye Lee. Brand Image and Evaluation Factors of Fashion Product Advertisement. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-656.

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Cho, Eunjoo, Ui-Jeen Yu, and Ann Marie Fiore. The Role of Fashion Innovativeness, Brand Image, and Lovemarks in Enhancing Loyalty towards Fashion-Related Brands. Ames: Iowa State University, Digital Repository, November 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-42.

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Frazier, Barbara J. Role of the physical environment in creating an academic major brand image. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1759.

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Jin, Byoungho, Heesoon Yang, Naeun Kim, and Minji Jung. The role of prototypical brand image on shaping country image and product quality evaluation: A cross-cultural examination. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1782.

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van Zummeren-Moreno, Guillermo, and Rosario Haro. No-Do en la construcción de imagen marca país en el primer franquismo (1943-1951)/No-Do in the construction of Country Brand Image in the first Francoism (1943-1951). Revista Internacional de Relaciones Publicas, December 2019. http://dx.doi.org/10.5783/rirp-18-2019-03-29-52.

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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, but also its possibilities as the main tool of Internet marketing and offline or digital marketing. It is emphasized that the personal brand should be considered as a tool that builds a reputation and a positive image in the information space, as well as allows you to get a variety of resources only using professional skills and knowledge. It is important not only to form your own audience, but also to meet its needs. The GORDON online publication is analyzed, because this media resource is a consequence of the influence of personal brand on the audience and rapid development in the context of promoting a particular media resource, and the main ideologue and co-founder of this publication is an example of how personal brand can affect audiences. and promote the development of a specific business project. It is noted that the reputation of Dmitry Gordon and his odious figure became the basis for the success of this online publication, and attitudes toward him may be different and often ambiguous, but his person is known to everyone in the post-Soviet space. Modern information space needs scandalous and odious personalities, because they are able to arrange a show, give people emotions. The author points out that branding is an extremely promising technology not only in the context of promoting and promoting a particular media resource or personal brand, but also promotes the comprehensive development of journalists as public opinion experts and potential speakers at international conferences not only in journalism, but also internet marketing.

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Woo, Hongjoo, and Byoungho Jin. Single Brand with Multiple Country Images: The Effects of M&A and Offshoring on Apparel Brand Credibility and Prestige across Brand Tiers. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1880.

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Cerviño, Julio, and Jaime Rivera-Camino. A model for predicting attitudes towards spanish product, brands and country image: An exploratory international study. CENTRUM Catolica Graduate Business School, December 2015. http://dx.doi.org/10.7835/ccwp-2015-12-0026.

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Son, Jihyeong, NIgel AR Joseph, and Vicki McCracken. Put Faces to Your Instagram Posts. Elements for a Fashion Brand�s Social Media Images to Help Overcome the �Algorithm�. Ames (Iowa): Iowa State University. Library, January 2019. http://dx.doi.org/10.31274/itaa.10232.

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