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Measuring brand personality in the digital age: a review, theoretical reconceptualization, and research agenda
Y Jun, H Lee - Journal of Marketing Communications, 2024 - Taylor & Francis
Research must advance both conceptually and methodologically in response to the
changing dynamics of the environment. This paper conducts a systematic review and …
changing dynamics of the environment. This paper conducts a systematic review and …
The sway of sports shoe brand personality on brand loyalty considering gender as a moderator
S Kumar, A Kumar - International Journal of Business and …, 2023 - inderscienceonline.com
The purpose of this research is to determine dimensions of sports shoe brand personality
(SSBP), and their impact of SSBP on brand loyalty (BL), taking gender as moderator. The …
(SSBP), and their impact of SSBP on brand loyalty (BL), taking gender as moderator. The …
Navigating the Cultural Landscape Through Publishing Brands: A Theoretical, Gendered Perspective
MJ Johnson - Publishing Research Quarterly, 2023 - Springer
In the consumer's cultural landscape everything is gendered, including publishers. Some
publishers lean into the gendered elements of their brand personality and make active …
publishers lean into the gendered elements of their brand personality and make active …
Travel During Covid-19 in Malaysia: The Effects of Covid-19 Risk Knowledge, Destination Image and Value
The influence of the COVID-19 pandemic on travel behaviour is currently devastating the
tourism sector. In this paper, we investigate the influence of destination image, COVID-19 …
tourism sector. In this paper, we investigate the influence of destination image, COVID-19 …
Towards Universal Brand Personality Dimensions: A descriptive study of the validity of a proposed universal brand personality scale in a Swedish context
Y Qian, M Fridstrom, A Strömberg - 2020 - diva-portal.org
Background: Brand personality is based on the notion that brands possess personalities
similar to that of human personalities. It is a common measure for describing consumers' …
similar to that of human personalities. It is a common measure for describing consumers' …
Designing Charismatic Brand Model In The Leather Industry
A Khadivian, M Mahmoudi Maymand… - Quarterly Journal of …, 2024 - bmr.alzahra.ac.ir
A concept being studied about creating brand equity through brand-consumer relationships
is brand charisma. Brand charisma can be defined as a concept that is socially connected to …
is brand charisma. Brand charisma can be defined as a concept that is socially connected to …
How do Smart watches influence the market of luxury watches with particular regard of the buying-reasons.
CB Jakob - 2021 - repositorio.ucam.edu
Human beings do not have to look at their wristwatch to know the exact time. Smartphones,
the computer clock or the clock in the car inform us about the time, too. Individuals spend …
the computer clock or the clock in the car inform us about the time, too. Individuals spend …
[CYTOWANIE][C] BRAND EQUITY DRIVERS, BRAND AFFECT, AND BRAND ENGAGEMENT IN THE AUTOMOBILE MARKET OF PAKISTAN
[CYTOWANIE][C] The Effect of Twitter on the Financial Performance of Companies Listed in the Nairobi Security Exchange in Kenya: The Case of Safaricom PLC
CD Atenya - 2021 - United States International …