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Journal articles on the topic 'Brand-building'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

NGUYỄN THỊ MAI, TRANG. "Building Brand Commitment Through Brand Passion." Journal of Asian Business and Economic Studies 217 (July 1, 2013): 120–28. http://dx.doi.org/10.24311/jabes/2013.217.02.

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This study examines the effect of brand commitment on brand passion. It also investigates the role of some selected promotion-mix elements (i.e., advertising and public relations) in brand passion. A model depicting these relationships was tested with a sample of 386 consumers in HCMC, Vietnam. The results show that attitudes toward advertising and public relations have positive impacts on brand passion, and subsequently brand passion is a key factor influencing brand commitment. These findings imply that a firm is able to enhance brand passion through advertising and public relations. In so d

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2

TRANG, NGUYEN THI MAI. "Building Brand Commitment Through Brand Passion." Journal of Economics Development 217 (July 1, 2013): 120–28. http://dx.doi.org/10.24311/jed/2013.217.02.

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3

de Chernatony, Leslie. "Integrated brand building using brand taxonomies." Marketing Intelligence & Planning 14, no. 7 (1996): 40–45. http://dx.doi.org/10.1108/02634509610152709.

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4

Petromilli, Michael, Dan Morrison, and Michael Million. "Brand architecture: building brand portfolio value." Strategy & Leadership 30, no. 5 (2002): 22–28. http://dx.doi.org/10.1108/10878570210442524.

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5

Syafril, Syamsidariah, Syarifah Hudayah, Sugeng Hariadi, and Tetra Hidayati. "BUILDING BRAND-COMMITMENT." International Journal of Business Management and Economic Review 05, no. 01 (2022): 01–08. http://dx.doi.org/10.35409/ijbmer.2022.3352.

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6

Singh Bijral, Amuleek. "Building a Brand." NHRD Network Journal 7, no. 2 (2014): 104–8. http://dx.doi.org/10.1177/0974173920140219.

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7

Briggs, Bonnie. "Building Brand Value." Design Management Journal (Former Series) 8, no. 1 (2010): 56–60. http://dx.doi.org/10.1111/j.1948-7169.1997.tb00507.x.

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8

Milic, Slavisa. "Brand building process." Ekonomski signali 9, no. 2 (2014): 33–47. http://dx.doi.org/10.5937/ekonsig1402033m.

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9

Rowley, Jennifer. "Building brand webs." International Journal of Retail & Distribution Management 33, no. 3 (2005): 194–206. http://dx.doi.org/10.1108/09590550510588361.

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10

McAlexander, James H., John W. Schouten, and Harold F. Koenig. "Building Brand Community." Journal of Marketing 66, no. 1 (2002): 38–54. http://dx.doi.org/10.1509/jmkg.66.1.38.18451.

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A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglec

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11

Campbell, M. C. "Building brand equity." Journal of Medical Marketing 2, no. 3 (2002): 208–18. http://dx.doi.org/10.1057/palgrave.jmm.5040078.

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Walvis, T. "Building Brand Locations." Corporate Reputation Review 5, no. 4 (2003): 358–66. http://dx.doi.org/10.1057/palgrave.crr.1540184.

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Lakshmi, S., and S. Dr. Muthumani. "Building Brand Power." IOP Conference Series: Materials Science and Engineering 197 (May 2017): 012071. http://dx.doi.org/10.1088/1757-899x/197/1/012071.

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14

Shafiee, Reza, Fahimeh Ansari, and Hossein Mahjob. "Physicians’ Brand Personality: Building Brand Personality Scale." Services Marketing Quarterly 43, no. 1 (2021): 48–66. http://dx.doi.org/10.1080/15332969.2021.1989890.

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15

Portal, Sivan, Russell Abratt, and Michael Bendixen. "Building a human brand: Brand anthropomorphism unravelled." Business Horizons 61, no. 3 (2018): 367–74. http://dx.doi.org/10.1016/j.bushor.2018.01.003.

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16

Kumar, Vikas, and Arun K. Kaushik. "Building consumer–brand relationships through brand experience and brand identification." Journal of Strategic Marketing 28, no. 1 (2018): 39–59. http://dx.doi.org/10.1080/0965254x.2018.1482945.

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17

Gayazova, Elvira B. "FACTORS OF BRAND BUILDING." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 10/9, no. 151 (2024): 180–85. https://doi.org/10.36871/ek.up.p.r.2024.10.09.019.

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The article deals with the concept of brand and its components. The author analyzes the importance of brand formation in social networks and offline. The author proposes an algorithm of its creation, including the formulation of the main message, the definition of the platform of interaction with the audience and the creation of a visual image. Examples of tools and approaches to brand promotion are given. The article considers the main factors influencing the formation of a brand. The author analyzes the features of the modern brand environment, the main stages of its development and elements

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18

Jones, Paul. "Building the IJEBR Brand." International Journal of Entrepreneurial Behavior & Research 24, no. 6 (2018): 1062. http://dx.doi.org/10.1108/ijebr-10-2018-532.

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19

Schechter, Alvin H. "Building a Global Brand." Design Management Journal (Former Series) 8, no. 1 (2010): 40–44. http://dx.doi.org/10.1111/j.1948-7169.1997.tb00504.x.

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20

Levin, Roger P. "Building the right brand." Journal of the American Dental Association 147, no. 7 (2016): 593–94. http://dx.doi.org/10.1016/j.adaj.2016.04.013.

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21

Hede, Anne-Marie, and Pamm Kellett. "Building online brand communities." Journal of Vacation Marketing 18, no. 3 (2012): 239–50. http://dx.doi.org/10.1177/1356766712449370.

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The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capac

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22

Bates, Suzanne. "Building your leadership brand." Employment Relations Today 38, no. 4 (2012): 35–40. http://dx.doi.org/10.1002/ert.20363.

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23

Becheur, Imene, Oula Bayarassou, and Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship." Global Business Review 18, no. 3_suppl (2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.

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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina

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24

Kumar, Vikas. "Building Customer-Brand Relationships through Customer Brand Engagement." Journal of Promotion Management 26, no. 7 (2020): 986–1012. http://dx.doi.org/10.1080/10496491.2020.1746466.

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25

Stanton, Angela D'Auria, and Wilbur W. Stanton. "Building "Brand Me": Creating a Personal Brand Statement." Marketing Education Review 23, no. 1 (2013): 81–86. http://dx.doi.org/10.2753/mer1052-8008230113.

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26

Hur, Won‐Moo, Kwang‐Ho Ahn, and Minsung Kim. "Building brand loyalty through managing brand community commitment." Management Decision 49, no. 7 (2011): 1194–213. http://dx.doi.org/10.1108/00251741111151217.

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27

Athoillah, Nuraeni, and S. Sos Sulhan. "Pengaruh Brand Personality dan Produk Quality Terhadap Brand Love dan Brand Brand Loyality pada Depo Bangunan Sidoarjo." Journal of Economic, Management and Entrepreneurship 2, no. 1 (2024): 21–31. http://dx.doi.org/10.61502/jemes.v2i1.85.

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The purpose of this study was to determine the effect of brand personality, product quality, and brand love in building brand loyalty in consumers of Sidoarjo building depot. The sampling technique used in this study is non-probability sampling using purposive sampling and the research sample was 117 respondents, in this study the consumer depo building of Sidoarjo. The type of data and this study are primary data using quantitative research methods and analysis The data in this study used path analysis with the help of SPSS version 22. The results in this study indicate that: (1) brand person

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28

Sale, Mr Amar Janardan, and Dr R. V. Kulkarni. "Effective Online Brand Building Strategy in India." International Journal of Trend in Scientific Research and Development Special Issue, Special Issue-FIIIIPM2019 (2019): 9–10. http://dx.doi.org/10.31142/ijtsrd23050.

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29

Sumitha R, Sumitha R., and Dr Resia Beegam.S. "Building Brand Loyalty Through Social Media Marketing." Paripex - Indian Journal Of Research 3, no. 7 (2012): 1–2. http://dx.doi.org/10.15373/22501991/july2014/9.

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30

Wallström, Åsa, Ted Karlsson, and Esmail Salehi-Sangari. "Building a corporate brand: The internal brand building process in Swedish service firms." Journal of Brand Management 16, no. 1-2 (2008): 40–50. http://dx.doi.org/10.1057/bm.2008.18.

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31

Osakwe, Christian Nedu, Nikolina Palamidovska-Sterjadovska, Martin Mihajlov, and Anita Ciunova-Shuleska. "Brand orientation, brand-building behavior and brand identity in SMEs: an empirical evaluation." Marketing Intelligence & Planning 38, no. 7 (2020): 813–28. http://dx.doi.org/10.1108/mip-07-2019-0370.

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PurposeThis study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand orientation, brand-building behavior and brand identity.Design/methodology/approachIn addressing the research issue, the study uses responses from 158 domesticated SMEs in North Macedonia, afterwards relying on structural equation modeling to test the research propositions.FindingsThis study validates brand orientation as a multidimensional term that is underlined by brand artefacts, norms and values. This study also val

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32

Sjuchro, Dian Wardiana, Akhmad Yani Surachman, Wirawan Dony Dahana, and Isni Nurfauziah. "Building brand loyalty through community." PRofesi Humas 9, no. 2 (2025): 222–41. https://doi.org/10.24198/prh.v9i2.58569.

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Background: Brand loyalty may be more fluid in the digital era. Consumers can easily switch to another brand if they find a product with better reviews or a more attractive offer. Brand loyalty can be built or maintained through online brand communities with a social capital approach. Purpose: The study aimed to describe brand loyalty building through communities. Methods: It used a descriptive qualitative approach to gain deeper insights. Data were collected from relevant academic journals, scientific magazines, previous research results, books, industry magazines, and various newspapers. The

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33

Li, Qianyu. "A Comparative Analysis of Brand Building Research between China and the United States over the Past Thirty Years." Scientific and Social Research 7, no. 4 (2025): 195–209. https://doi.org/10.26689/ssr.v7i4.10416.

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This article conducts clustering, comparison, and inductive analysis of research articles on brand building between China and the United States from January 1, 1990, to October 31, 2024. The study finds that the focus of Chinese brand building research has continuously changed with the country’s policies and economic development needs, gradually expanding to cover multiple fields, including rural revitalization, cultural branding, first-class enterprise construction, and high-quality development, although the publications are relatively scattered. American brand building research started earli

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34

Margarisová, Klára, and Lucie Vokáčová. "Regional Branding: Building Brand Value." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 64, no. 6 (2016): 2059–66. http://dx.doi.org/10.11118/actaun201664062059.

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Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most compreh

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35

Erkmen, Ezgi, and Murat Hancer. "Building brand relationship for restaurants." International Journal of Contemporary Hospitality Management 31, no. 3 (2019): 1469–87. http://dx.doi.org/10.1108/ijchm-08-2017-0516.

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PurposeThe purpose of this study is to examine the role of other customers in explaining customers’ relation with a brand. A conceptual model, which incorporates other customers along with atmospherics, food quality and service quality, is proposed to better understand how customers form their brand preference for fine dining restaurants.Design/methodology/approachA quantitative research methodology, using structural equation modeling, was adopted to understand the role of other customers along with other restaurant attributes. Data were collected from the customers of fine dining restaurants

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36

Kruger, H., and L. C. H. Fourie. "An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa." South African Journal of Business Management 34, no. 4 (2003): 27–34. http://dx.doi.org/10.4102/sajbm.v34i4.689.

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Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary brand associations. A brand holder’s first instinct may be, when it decides to evolve to the Internet, to maintain the status quo of its offline brand equity or value, by building a uniform online/offline brand. However, from the literature it is evident that authors are not united in their support of

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37

Shekhar, Vidhu. "Building our Brand in India." CFA Institute Magazine 26, no. 5 (2015): 8. http://dx.doi.org/10.2469/cfm.v26.n5.3.

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38

Raphael, Mervyn. "Building a Sustainable Employer Brand." NHRD Network Journal 6, no. 4 (2013): 46–49. http://dx.doi.org/10.1177/0974173920130407.

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39

Chiang, I.-Ping, Chih-Ying Lin, and Kaisheng M. Wang. "Building Online Brand Perceptual Map." CyberPsychology & Behavior 11, no. 5 (2008): 607–10. http://dx.doi.org/10.1089/cpb.2007.0182.

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40

Hallawell, Francis. "Corporate brand building: A methodology." Journal of Communication Management 3, no. 4 (1999): 381–86. http://dx.doi.org/10.1108/eb023500.

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41

Bodet, Guillaume, and Nicolas Chanavat. "Building global football brand equity." Asia Pacific Journal of Marketing and Logistics 22, no. 1 (2010): 55–66. http://dx.doi.org/10.1108/13555851011013155.

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42

Coates, Catherine R. "Building a veterinary practice brand." Veterinary Nurse 4, no. 2 (2013): 114–19. http://dx.doi.org/10.12968/vetn.2013.4.2.114.

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43

King, Stephen. "Brand‐building in the 1990s." Journal of Marketing Management 7, no. 1 (1991): 3–13. http://dx.doi.org/10.1080/0267257x.1991.9964136.

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44

Šerić, Maja, Irene Gil-Saura, and Josip Mikulić. "Customer-based brand equity building." Journal of Vacation Marketing 23, no. 2 (2016): 133–44. http://dx.doi.org/10.1177/1356766716634151.

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The marketing literature suggested that customers are adding incremental value to a product by its brand, conceptualizing this phenomenon in terms of brand equity. This article is a contribution to this area of study as it provides a new understanding of the process of brand equity building, when approached from the customer point of view. The empirical research is centred on the hospitality industry, more specifically, upscale (i.e. four- and five-star) hotels in Croatia. The data were collected from 475 guests in 24 upscale hotels. The results reveal that image and loyalty exert a direct imp

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45

Hawkes, Paul. "Building brand loyalty and commitment." Journal of Brand Management 1, no. 6 (1994): 337–47. http://dx.doi.org/10.1057/bm.1994.17.

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46

VanAuken, Brad. "Developing the brand building organisation." Journal of Brand Management 7, no. 4 (2000): 281–90. http://dx.doi.org/10.1057/bm.2000.14.

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47

King, Stephen. "Brand building in the 1990s." Journal of Consumer Marketing 8, no. 4 (1991): 43–52. http://dx.doi.org/10.1108/07363769110035144.

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48

SHIREY, MARIA R. "Building Your Personal Leadership Brand." Clinical Nurse Specialist 24, no. 1 (2010): 11–13. http://dx.doi.org/10.1097/nur.0b013e3181c4ac28.

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49

Breach, Paul E. "Building the Paul Masson Brand." European Journal of Marketing 23, no. 9 (1989): 27–30. http://dx.doi.org/10.1108/eum0000000000588.

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50

Hassay, Derek N., and John Peloza. "Building the Charity Brand Community." Journal of Nonprofit & Public Sector Marketing 21, no. 1 (2009): 24–55. http://dx.doi.org/10.1080/10495140802111927.

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