Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
A comprehensive review on logo literature: research topics, findings, and future directions
Logos as a visual cue can help firms communicate their unique identities and capture
consumers' attention. Despite the importance and prevalent use of logos, the logo literature …
consumers' attention. Despite the importance and prevalent use of logos, the logo literature …
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type
Y Zhang, Z Shao, J Zhang, B Wu… - Journal of Research in …, 2024 - emerald.com
Purpose Facilitated by image retouch tools, social media influencers can digitally enhance
their self-image in product recommendation posts. This paper proposes that image …
their self-image in product recommendation posts. This paper proposes that image …
[LLIBRE][B] Brand management: Mastering research, theory and practice
T Heding, CF Knudtzen, M Bjerre - 2020 - taylorfrancis.com
Brand Management: Mastering Research, Theory and Practice is a valuable resource for
those looking to understand how a brand can be conceptualized and thus managed in all its …
those looking to understand how a brand can be conceptualized and thus managed in all its …
Do brand competence and warmth always influence purchase intention? The moderating role of gender
Consumers' perceptions of a brand (eg, competence or warmth) may directly affect their
brand trust, purchase intention, and ability to achieving corporate goals of sustainability …
brand trust, purchase intention, and ability to achieving corporate goals of sustainability …
The effects of social media brand personality on brand loyalty in the Latvian banking industry: The mediating role of brand equity
Purpose The purpose of this paper is to draw upon social information processing theory and
its purpose is twofold. First, it aims to examine the relationship among five brand personality …
its purpose is twofold. First, it aims to examine the relationship among five brand personality …
Let the logo do the talking: The influence of logo descriptiveness on brand equity
Logos frequently include textual and/or visual design elements that are descriptive of the
type of product/service that brands market. However, knowledge about how and when logo …
type of product/service that brands market. However, knowledge about how and when logo …
What's in a logo? The impact of complex visual cues in equity crowdfunding
Visual cues are pervasive on crowdfunding platforms. However, whether and how low
validity visual cues can impact the behavior of backers remains largely unknown. In this …
validity visual cues can impact the behavior of backers remains largely unknown. In this …
Influencing brand personality with sonic logos: The role of musical timbre
This study examines the relationship between instrumental timbre and brand personality
and its underlying mechanisms. Our findings demonstrate that the connotative meanings of …
and its underlying mechanisms. Our findings demonstrate that the connotative meanings of …
The dynamic nature of marketing constructs
This study proposes an ideal, four-stage model of construct evolution (emergence→
conceptualization→ competition→ consensus) to explain construct development over time …
conceptualization→ competition→ consensus) to explain construct development over time …