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Journal articles on the topic 'Brand Identity'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Lourenção, Marina Toledo de Arruda, and Janaina de Moura Engracia Giraldi. "Development of an identity model for sector brands." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (2017): 317–40. http://dx.doi.org/10.1108/jfmm-10-2016-0097.

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Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some

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Nur Hakim, Fitro, and Adi Rizqa Naja. "Desain Brand Identity Coconut Orchids Nursery." Pixel :Jurnal Ilmiah Komputer Grafis 16, no. 2 (2023): 180–89. http://dx.doi.org/10.51903/pixel.v16i2.1421.

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Identity is a way that distinguishes the character or innate nature of living things, things, or humans themselves that characterize them. Brand Identity is a sign of identifying an identity of a brand as a differentiator from other brands. Brand Identity design can be notarized successfully when the brand identity represents a brand, in its delivery in the form of logos, applications, on stationary sets and on promotional media.Coconut Orchids Nursery is an orchid flower cultivation place that has a fairly complete orchid collection. Coconut Orchids Nursery plans to develop its business. In o

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Subhani, Muhammad Imtiaz, Amber Osman, Syed Kashif Rafi, Ricardo Limongi, and Muhammad Shahbaz. "Visual Identity Matters: Enhancing Brand Recall and Recognition through Symbols." Wah Academia Journal of Social Sciences 3, no. 2 (2024): 1–10. https://doi.org/10.63954/wajss.3.2.1.2024.

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Brand symbols show a pivotal role in assisting consumers recall a brand at the socket of purchase. In advertising, various practices are employed to arrest consumer consideration, primarily through brand recall and gratitude. This article discovers the notion of brand symbols and inspects their standing in differentiating a brand from its contenders. Additionally, it probes whether brand symbols add to positive brand connotations and acquaintance. In Pakistan, brand power has been noticeable for years, leading to intense rivalry among brands. To capture consumer attention and drive purchases,

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Pattammal, V., and Dr. K. Gunasekaran. "Model Fitness of Effective Advertisements Using Brand Identity among Gen Z (As Part of Research Thesis)." Journal of Research & Development 16, no. 8 (2024): 56–63. https://doi.org/10.5281/zenodo.12705287.

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<strong>Abstract</strong>            Advertisements are effective in measuring / showcasing Gen Z Characteristics and<strong> </strong>the chosen brands exhibit brand identity elements at 70 Percent to be called <strong>‘Generational Advertising’.  </strong>David Aaker Brand Identity Model is shown to represent brand identity elements by Facet Model of Generational Advertising Effectiveness at 73 Percent<strong> </strong>coefficient effectively for Gen Z at coefficient 83 Percent.<strong> </strong>Gen Z can perceive brand ident

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Fan, Xinying, and Adzrool Idzwan bin Ismail. "Improving the brand identity of time-honored Chinese brand through visual innovative design." International Journal of Management and Sustainability 13, no. 3 (2024): 465–78. http://dx.doi.org/10.18488/11.v13i3.3805.

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The purpose of this study is to explore the role of visual innovation design in brand identity with time-honored Chinese brands. Traditional design and innovative design are two inherent attributes of visual design for time-honored Chinese brands. Different visual design approaches have varying effects on brand identity, thus necessitating research on the impact of brand visual design on brand identity. This paper employs quantitative research by conducting a survey among 566 consumers from different age groups. The empirical results indicate that the traditional design of time-honored Chinese

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Lourenção, Marina Toledo de Arruda, Janaina de Moura Engracia Giraldi, and Vish Maheshwari. "Analysis of Brazilian fashion sectorial brand identity." Research Journal of Textile and Apparel 22, no. 3 (2018): 291–314. http://dx.doi.org/10.1108/rjta-12-2017-0055.

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Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology/approach An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector. Findings The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinc

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Armannsdottir, Guja, Christopher Pich, and Louise Spry. "Exploring the creation and development of political co-brand identity." Qualitative Market Research: An International Journal 22, no. 5 (2019): 716–44. http://dx.doi.org/10.1108/qmr-10-2018-0119.

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Purpose The creation and development of candidate-politician brands, otherwise known as political co-brands, remains an under-researched area of study. This is supported by calls for more understanding on political co-brands and how they are positioned and managed by their creators. Framed by the concepts of internal brand identity and co-branding, this paper aims to investigate how political co-brand identity is constructed and managed over time, exploring alignment between the political co-brand and political corporate party brand. Design/methodology/approach An interpretivist revelatory mul

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Kushwah, Shiksha, Deep Shree, Sakineh Rezaei, and Mahim Sagar. "The impact of culture on consumer’s perception of brand identity." Journal of Islamic Marketing 11, no. 2 (2019): 479–96. http://dx.doi.org/10.1108/jima-12-2017-0146.

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PurposeThe purpose of this paper is to study the influence of culture on consumers’ perception of brands, specifically brand identity in Gulf countries (Saudi Arabia, the United Arab Emirates and Qatar), and how brands entering new markets, launching new products or modifying existing brands can gain important insights from this to make the brand culturally acceptable.Design/methodology/approachThis study includes both inductive and deductive approaches. The literature review has been conducted to identity the factors of brand identity and culture, followed by the blending of the factors throu

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Nguyen, Hang, and Kunter Gunasti. "Original brands in competition against high quality copycats." European Journal of Marketing 52, no. 7/8 (2018): 1574–97. http://dx.doi.org/10.1108/ejm-08-2017-0536.

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Purpose Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat brands with superior product attributes and how original brands can shift this preference back by strategically leveraging brand identity cues. Design/methodology/approach Four experimental studies test different types of brand identity cues that original brands can use to influence consumer preferences. Logistic and linear regression analyses analyze the effects. Findings The results systematically show the power

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Graham, Kenneth Wilson, and Kelly M. Wilder. "Consumer-brand identity and online advertising message elaboration." Journal of Research in Interactive Marketing 14, no. 1 (2020): 111–32. http://dx.doi.org/10.1108/jrim-01-2019-0011.

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Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention. Design/methodology/approach This study uses a posttest-only, 2 (low consumer–brand identification v. high consumer–brand identification) × 2 (negative advertisement v. positive advert

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Roy, Dilip, and Saikat Banerjee. "Identification and measurement of brand identity and image gap: a quantitative approach." Journal of Product & Brand Management 23, no. 3 (2014): 207–19. http://dx.doi.org/10.1108/jpbm-01-2014-0478.

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Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and communicate the same way to the channel members directly. Channel members, in turn, convey the same to the end-users. Thus, a proper alignment of these three crucial nodes, namely, brand marketers, channel members and consumers, is inevitable for the efficient transfer of brand identity. However, in real

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Dai, Jundi, Ghazali Daimin, and Jiajing Wu. "RESEARCH ON THE VISUAL IDENTITY DESIGN OF HIP-HOP MENSWEAR BRANDS." International Journal of Innovation and Industrial Revolution 5, no. 14 (2023): 81–97. http://dx.doi.org/10.35631/ijirev.514006.

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Hip-hop clothing makers struggle to stand out from the competitors in this market. Retailers are implementing brand culture enhancement as a strategy to engage customers in response to the rising trend of customers wishing to develop empathetic ties with companies in an effort to promote brand competitiveness. While a brand's technical information, such as its product attributes, features, and functioning, may be hard for customers to recall, their perceptions of the brand may be more positively influenced by its visual appeal and image.The objective of this study is to examine the visual iden

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Im, Euntack, Dukjin Kim, Minhye Jwa, and Gwangyong Gim. "The Detection of Brand Identity and Image Using Semantic Network Analysis." International Journal of Software Innovation 10, no. 2 (2022): 1–13. http://dx.doi.org/10.4018/ijsi.289597.

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In Philip Kotler’s Hyper-connected, social-based market 4.0, consumers and businesses are formed in horizontal relationships through countless channels, and consumers decide whether to consume their products or services through their individuality and awareness of the people around them. Therefore, the importance of the brand as a company's intangible asset is growing. This paper tried to analyze brand identity based on Kapferer brand identity prism model. Based on Kapferer's theory that strong brands come from the combination of brand identity and image, it tried to identify whether brand ide

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Orth, Ulrich R., and Gregory M. Rose. "Consumers’ brand identity complexity: conceptualization and predictive ability." European Journal of Marketing 51, no. 2 (2017): 304–23. http://dx.doi.org/10.1108/ejm-07-2015-0446.

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Purpose This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity complexity (BIC). Different than previous conceptualizations of identity complexity which focus on the degree of internal differentiation of the personal self, BIC focuses on the degree of complexity in the social self and is defined as a consumer’s subjective representation and psychological state of belongingness to multiple identity-constructing brand ingroups. BIC impacts the adoption of new brands as they relate to

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Sohaib Uz Zaman, Iqra Farzand, Syed Hasnain Alam, and Fahad Farooq Lasi. "Digital Rivalries and Prestige Personas: Brand Identity and Oppositional Loyalty in the Luxury Fashion Industry." Annual Methodological Archive Research Review 2, no. 5 (2024): 1–21. https://doi.org/10.63075/hadacf39.

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The research examines how luxury fashion customers relate to their favorite brands and which other brands they dislike while studying effects from digital communities. Research has two parts. First it uses identity theory and the Consumer-Brand Identification model. Then it fills a research gap by studying how brand community participation and inter-consumer brand rivalries affect identity-based customer actions. This study explores why digital consumers now rely on brands to express their identity and separate themselves from others in luxury fashion markets. The study used PLS-SEM methods to

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Mona Masoumi. "Identifying and Analyzing the Indicators of Brand Identity in Islamic Art Brands." Journal of Information Systems Engineering and Management 10, no. 39s (2025): 912–31. https://doi.org/10.52783/jisem.v10i39s.7307.

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Context and Purpose: Brand identity is a crucial element in marketers' tools for capturing the attention and loyalty of their target audience. For brands operating in the field of Islamic art, incorporating Islamic teachings into brand identity is essential for effectively engaging a growing population of Muslim consumers. This research aims to analyze the nature and structure of brand identity among active brands in Islamic art. Method: This study employs a mixed-methods approach, combining qualitative and quantitative research. It is grounded in the interpretive paradigm and utilizes sciento

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Derle, Kiran, and Hitesh Ramdasani. "Aligning Brand Identity with Customer Perceptions: An Empirical Analysis." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 07 (2025): 1–9. https://doi.org/10.55041/ijsrem44927.

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This study investigates the alignment between a brand's intended identity and how it is perceived by its customers. Through a simulated survey of 200 respondents, the research examines the congruence between key brand identity elements communicated by the brand and the perceptions held by consumers. The findings from the simulated data analysis highlight the importance of this alignment for brand success, revealing potential discrepancies and areas for improvement. The study concludes with recommendations for brands seeking to strengthen their market position by ensuring a consistent and reson

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Cui, Can. "Enhancing Brand Recognition through Simplified Visual Identity: Impact and Benefits." SHS Web of Conferences 207 (2024): 02019. https://doi.org/10.1051/shsconf/202420702019.

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This study on the simplification of brand visual identity primarily explores the necessity of simplifying brand logos and visual elements and their impact on brand recognition. The findings indicate that a simplified visual identity not only enhances brand recognition in digital environments but also improves consumer memory and associations with the brand. By reducing extraneous design elements, brand imagery can more intuitively convey core values while maintaining consistency across multiple platforms. Additionally, minimalist design aligns with modern consumers’ aesthetic preferences, proj

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Ianenko, Marina, Mikhail Stepanov, and Liubov Mironova. "Brand identity development." E3S Web of Conferences 164 (2020): 09015. http://dx.doi.org/10.1051/e3sconf/202016409015.

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The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on

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Han, C. Min. "Global identity strategy and its efficacy for Asian brands." Asia Pacific Journal of Marketing and Logistics 28, no. 5 (2016): 862–77. http://dx.doi.org/10.1108/apjml-11-2015-0173.

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Purpose The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer responses. For this purpose, the study empirically examines whether global Japanese brands (e.g. Toyota) are perceived as global or Japanese by consumers. Design/methodology/approach Surveys were conducted with Korean consumers for their evaluations of Japanese automobile brands with varying degrees of globalness. As for brands, the study divides Japanese brands into two groups – those with high brand globalness an

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Black, Iain, and Cleopatra Veloutsou. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity." Journal of Business Research 70 (January 2017): 416–29. http://dx.doi.org/10.1016/j.jbusres.2016.07.012.

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YAHELSKA, Kateryna, and Liubov VASYLYSHYNA. "Constructing a combined brand identity." Scientia fructuosa 156, no. 4 (2024): 82–102. http://dx.doi.org/10.31617/1.2024(156)05.

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Identity has acquired the status of a key concept in social, cultural and economic contexts, because it affects the formation of human values, beliefs, preferences and behavior, in particular, consumer behavior. Moreover, consumption itself has long been a stable form of organizing social life, as it focuses on almost all social positions, becoming an almost ideal identifier. Because of this, the research of the target audience is considered the basis of branding, because its coincidence with the brand identity significantly increases consumer loyalty to the brand. On the other hand, brands t

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Lin, Zihan. "Maison Margiela Brand Identity Change and the Embodiment of Brand Culture." Advances in Economics, Management and Political Sciences 80, no. 1 (2024): 10–13. http://dx.doi.org/10.54254/2754-1169/80/20241385.

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In recent years, due to the bad global economic environment caused by the epidemic, many companies are on the verge of bankruptcy, but companies engaged in luxury goods have hardly received too much impact, which is a problem worth studying. Most luxury brands design products that are compelling enough for customers to keep spending. Because every luxury brand has its own long history, special brand style and brand long-term concept. This is crucial for the long-term development of luxury brands. But because of the long history of the luxury market, it is difficult to make some new changes to

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Barros, Teresa, Paula Rodrigues, Nelson Duarte, et al. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model." Journal of Risk and Financial Management 13, no. 6 (2020): 133. http://dx.doi.org/10.3390/jrfm13060133.

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The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands. Therefore, the goal of this study is to develop a brand relationships concept and to build a framework relating it with corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation mo

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Chen, Yitao, Haijian Wang, Lei Wang, and Jianyi Ding. "Consumer Identity and Loyalty in Electronic Product Offline Brand Operation: The Moderator Effect of Fanship." Information 12, no. 7 (2021): 282. http://dx.doi.org/10.3390/info12070282.

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Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes. The diversified development of brand sales channels is inevitable, to fulfill the diversified shopping demands of consumers. Based on 226 valid questionnaires, this study conducts empirical research with SPSS and AMOS to examine the impact of experience characteristics on consumer brand identity and brand loyalty. Then, the fanship consumer attribute is added to conduct path-moderating analysis. The results illustrated the followi

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Purwantoro, Ketut, and Dhevi Dadi Kusumaningtyas. "KESENJANGAN BRAND IDENTITY DAN IMAGE TERKAIT KOMUNIKASI PERUSAHAAN KEPADA PENGGUNA." Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis 2, no. 1 (2023): 63–80. http://dx.doi.org/10.51903/jimeb.v2i1.594.

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Latar Belakang Masalah: Brand harus memberikan manfaat khusus untuk membedakan dirinya dari pesaing. Hal ini dapat dicapai dengan menciptakan Brand Identity unik dan mengomunikasikannya secara eksternal untuk menciptakan Brand Image. Namun, kesenjangan dapat terjadi antara Brand Identity internal dan Brand Image eksternal, yang perlu dievaluasi secara teratur untuk mengembangkan brand yang kuat dan relevan. Tujuan Utama: Penelitian ini bertujuan untuk menemukan berbagai kesenjangan terkait Brand Image dan Brand Identity sekaligus menemukan solusi untuk mengatasinya. Penelitian ini juga mengusu

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Waheed, Abd ul, Umme Kalsoom, Iqra Almas, Sehrish Batool, and Muhammad Afzal Sadaf. "INCREASING TREND OF BRAND CONSUMPTION AND ITS EFFECTS ON YOUTH’S SOCIAL IDENTITY." Humanities & Social Sciences Reviews 9, no. 3 (2021): 835–45. http://dx.doi.org/10.18510/hssr.2021.9381.

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Purpose of the Study: The present research examined the effects of brand consumption on the social identity of youth. Methodology: In this study, the researcher used a quantitative research approach; and survey research method was used, the questionnaire was used as a tool of data collection. A sample of 385 students was chosen by using a convenient sampling technique. In this study, researchers used SPSS for data analysis. Principal Findings: The findings show that brand consumption has a positive relationship with social identity. Major findings show that brand consumption has ne

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GURIȚĂ, Doina. "Brand Identity. The Echo of Mental Associations." Anuarul Universitatii "Petre Andrei" din Iasi - Fascicula: Drept, Stiinte Economice, Stiinte Politice 28 (December 10, 2021): 174–88. http://dx.doi.org/10.18662/upalaw/74.

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In this article, I chose to talk about the latest topic in terms of branding, namely: "sensory branding" or "five-dimensional brand", which talks about the role of the five senses in creating a brand identity for strengthen the relationship between brand and consumer. Thus, for a brand to provoke reactions and create memorable experiences for the consumer, it is important to develop new strategies that involve triggering all the senses of consumers, or at least two of them. The concept of sensory branding is a recent one, but already it has evolved surprisingly. If in the past in the creation

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Krissanya, Nofriska, and Yulia Arisnani Widyaningsih. "IMPLEMENTATION OF CORPORATE BRAND IDENTITY MATRIX IN BUILDING CORPORATE BRAND IDENTITY." JRMSI - Jurnal Riset Manajemen Sains Indonesia 14, no. 01 (2023): 1–8. http://dx.doi.org/10.21009/jrmsi.014.1.01.

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Tujuan dari penelitian ini adalah mengimplementasikan kerangka Corporate Brand Identity Matrix (CBIM) untuk mengembangkan identitas mereka perusahaan New Company (New Co) dan mengetahui pemahaman karyawan XYZ atas identitas merek perusahaannya. Teknik wawancara mendalam (in depth interview/ IDI) digunakan untuk memperoleh data primer dengan metode studi kasus tunggal. Responden dalam penelitian ini adalah perwakilan karyawan dan manajemen eksekutif XYZ dari berbagai posisi dan unit kerja. Untuk mereprsentasikan karyawan dan manajemen XYZ, sebelas orang responden dari berbagai posisi dan unit k

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Harris, Fiona, and Leslie de Chernatony. "Corporate branding and corporate brand performance." European Journal of Marketing 35, no. 3/4 (2001): 441–56. http://dx.doi.org/10.1108/03090560110382101.

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Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some of the mechanisms that may be used to

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Cho, Eunjoo, and Jiyoung Hwang. "Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness." International Marketing Review 37, no. 2 (2020): 241–59. http://dx.doi.org/10.1108/imr-12-2018-0351.

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PurposeThe purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.Design/methodology/approachThe data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.Fi

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Mr. Chitranka K. and Dr. M. R. Jhansi Rani. "The Role of YouTube in Shaping Brand Identity: An Indian Perspective." Economic Sciences 20, no. 2 (2024): 317–28. https://doi.org/10.69889/f675k831.

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This research paper explores the pivotal role of YouTube in shaping brand identity within the Indian market, a landscape characterized by its cultural diversity and rapid digital transformation. With over 500 million active users, YouTube has evolved from a mere video-sharing platform to a significant marketing tool that influences consumer behavior and brand perceptions. The study investigates how brands leverage YouTube through storytelling techniques, influencer collaborations, and interactive content to create authentic and relatable brand images. The research employs a mixed-methods appro

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Balmer, John M. T., and Weifeng Chen. "Corporate heritage tourism brand attractiveness and national identity." Journal of Product & Brand Management 25, no. 3 (2016): 223–38. http://dx.doi.org/10.1108/jpbm-08-2015-0959.

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Purpose This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate heritage institutions/corporate brands. Insights are made from and for corporate heritage, heritage tourism and national identity literature. Design/methodology/approach A conceptual model comprising five hypotheses was developed and this informed a survey-based questionnaire administered to domestic tourist

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Coleman, Darren Andrew, Leslie de Chernatony, and George Christodoulides. "B2B service brand identity and brand performance." European Journal of Marketing 49, no. 7/8 (2015): 1139–62. http://dx.doi.org/10.1108/ejm-03-2013-0154.

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Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insigni

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Thomas, Veronica L., and Christina Saenger. "Promoting or protecting my brand: the identity-expression and fear-of-imitation conflict." Journal of Consumer Marketing 34, no. 1 (2017): 66–73. http://dx.doi.org/10.1108/jcm-05-2016-1804.

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Purpose The purpose of this paper is to examine the conflict between consumers’ need to spread word-of-mouth about brands to express identity and the motivation to protect identity-linked brands from outside adoption that could dilute the brand’s symbolic associations. Current studies examine the interactive effects of self-brand connection (SBC) and consumer need for uniqueness (cNFU) on intentions to engage in brand-promoting and brand-protecting word-of-mouth behavior to in-group and out-group recipients. Design/methodology/approach Experimental scenario stimulus-based survey research was c

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Lee, Eun-Jin. "Study on Association of Brand Identity Showing Limited Edition of Cosmetics: Focusing on domestic cosmetics." Journal of the Korean Society of Cosmetology 30, no. 3 (2024): 533–45. http://dx.doi.org/10.52660/jksc.2024.30.3.533.

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This With rapid changes in cosmetics market, a marketing strategy for brand survival has become essential. Under these circumstances, a limited edition could be a useful means to convey brand identity to consumers effectively. This study aimed to investigate the types of limited edition cosmetics and brand identity and analyze how brand identity is associated in the limited-edition package. For this, domestic cosmetics brands with high brand awareness and sales, which have been releasing limited editions ‘Sulwhasoo’, ‘The History of Whoo’ and ‘HERA’ were chosen. Through analysis of previous st

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Jin, ChangHyun, MoonSun Yoon, and JungYong Lee. "The influence of brand color identity on brand association and loyalty." Journal of Product & Brand Management 28, no. 1 (2019): 50–62. http://dx.doi.org/10.1108/jpbm-09-2017-1587.

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PurposeThis study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.Design/methodology/approachFocus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.FindingsThe results reveal that sub-factors that comprise the color identity construct are cl

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Michel, Géraldine. "From brand identity to polysemous brands: Commentary on “Performing identities: Processes of brand and stakeholder identity co-construction”." Journal of Business Research 70 (January 2017): 453–55. http://dx.doi.org/10.1016/j.jbusres.2016.06.022.

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Zhu, Kongliang. "Negative Brand Experiences and Purchase Intention of Green Wall Coating Brands: The Mediating Effect of Brand Identity." Community and Social Development Journal 25, no. 2 (2024): 1–19. http://dx.doi.org/10.57260/csdj.2024.268352.

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The purpose of this study was 1) to explore the impact of consumers' negative experiences with green wall coating brands on the brand identity of wall paint, 2) to analyze the effects of brand identity with green wall coating brands on purchase intentions, and 3) to test the mediating effect of green brand identity. Utilizing a quantitative research approach and simple random sampling technique, this study engaged 402 Chinese respondents aged 18 and older, all of whom had relevant purchase experiences with green wall coating products. The data collected were subjected to Confirmatory Factor An

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Chigora, Farai, Joram Ndlovu, and Promise Zvavahera. "Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective." Journal of Sustainable Tourism and Entrepreneurship 2, no. 3 (2021): 133–46. http://dx.doi.org/10.35912/joste.v2i3.669.

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Abstract Purpose: The study was based on understanding how media can be used to select Zimbabwe tourism destination brands against other brands by the tourists. Further, it examined the role of media in improving Zimbabwe tourism brand identity. Factors to use in positioning the Zimbabwe tourism brand were also established. Research Methodology: A quantitative to the qualitative sequential mixed method was used to get research data. The respondents and participants to the study were tourism operators, media organizations and tourists (n=452). Results: The study's findings informed that tourism

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Brodie, Roderick J. "Commentary on “Working consumers: Co-creation of brand identity, consumer identity, and brand community identity”." Journal of Business Research 70 (January 2017): 430–31. http://dx.doi.org/10.1016/j.jbusres.2016.07.013.

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Septyani, Sarah Dwi, and Yeshika Alversia. "How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media." GATR Journal of Management and Marketing Review 5, no. 3 (2020): 188–96. http://dx.doi.org/10.35609/jmmr.2020.5.3(7).

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Objective – One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their “ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers’ self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in t

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Ramya Jain, Ramya Jain. "Basic Branding Concepts: Brand Identity, Brand Image and Brand Equity." International Journal of Sales & Marketing Management Research and Development 7, no. 4 (2017): 1–8. http://dx.doi.org/10.24247/ijsmmrdaug20171.

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Jiabin, Han, Yuhanis Bin Ibrahim, Hana Yazmeen Hapiz, and Nur Ain Amirah Nazli. "Brand Visual Identity Design for Tea Beverages: Case Study of CHAGEE and Tealive." GATR Journal of Management and Marketing Review 9, no. 4 (2024): 173–82. https://doi.org/10.35609/jmmr.2024.9.4(3).

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Objective - This study examines the brand visual identity (BVI) design strategies of two prominent tea beverage brands: Tealive and CHAGEE. In the competitive landscape of the tea beverage market, effective BVI is crucial for differentiation and consumer engagement. Methodology/Technique - This research, an empirical review, employs a comparative case study method, analyzing elements such as logos, color schemes, slogans, packaging, and in-store decorations. Tealive's BVI emphasizes vibrancy and innovation, targeting a youthful demographic with dynamic colours and modern aesthetics. Findings –

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Pluntz, Camille, and Bernard Pras. "“It’s good.” “says who?”: the mediating role of professional legitimacy on the relationship between film-extension performance and changes in directors’ human brand identity." Journal of Product & Brand Management 29, no. 6 (2020): 745–65. http://dx.doi.org/10.1108/jpbm-02-2019-2272.

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Purpose Building strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this study aims to examine the respective influences of the economic and critical performance of films, on the one hand, and the professional legitimacy bestowed by internal stakeholders, on the other, on changes in human brand identity. Contrary to what is generally believed, it shows that the specific legitimacy bestowed by producers and the institutional legitimacy bestowed by elite peers mediate the effects of performa

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Ahuvia, Aaron, Elif Izberk-Bilgin, and Kyungwon Lee. "Towards a theory of brand love in services: the power of identity and social relationships." Journal of Service Management 33, no. 3 (2022): 453–64. http://dx.doi.org/10.1108/josm-06-2021-0221.

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PurposeBuilding meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship between the consumer and the service brand – is created through relationships between the consumer and other people. Specifically, we explore how brand love is created through the social relationships consumers form with other consumers.Design/methodology/approachThis conceptual paper synthesizes the literature on consumer-brand relationships, brand community, social support and service providers, psychological

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Srivastava, R. K. "Understanding brand identity confusion." Marketing Intelligence & Planning 29, no. 4 (2011): 340–52. http://dx.doi.org/10.1108/02634501111138527.

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Syahlani, Bagus Ardian. "Analisa Brand Identity Obalihara." IMATYPE: Journal of Graphic Design Studies 3, no. 1 (2024): 1. http://dx.doi.org/10.37312/imatype.v3i1.8076.

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<p>Konservasi wilayah Kelola rakyat Nusantara merupakan salah satu aset Indonesia yang mempunyai kearifan lokal di bidang kopi dan rempah-rempah yang perlu di budayakan dan dilestarikan. Salah satu cara untuk mengkomunikasi dari citra brand Obalihara itu sendiri yaitu dengan pembentukan <em>brand identity </em>yang sesuai dengan positioning Obalihara. Tujuan studi penelitian ini adalah untuk mengetahui <em>brand identity</em> Obalihara sebagai langkah untuk memperkenalkan dan melestarikan wilayah Kelola rakyat yang ada di nusantara dengan produk konservasi. Metode

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Fadly, Hikam Aunurrahman. "Perancangan Brand Identity Sigora." RIGGS: Journal of Artificial Intelligence and Digital Business 4, no. 2 (2025): 4645–51. https://doi.org/10.31004/riggs.v4i2.1294.

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Sigora merupakan unit di bawah naungan Program Studi Teknologi Pangan Universitas Bumigora yang bertujuan untuk mewadahi dan membranding produk-produk hasil karya mahasiswa. Namun, belum adanya brand identity yang kuat membuat Sigora belum memiliki daya tarik visual maupun strategi komunikasi yang konsisten. Penelitian ini bertujuan untuk merancang brand identity Sigora yang mampu merepresentasikan nilai-nilai program studi serta meningkatkan citra dan daya saing produk mahasiswa. Metode yang digunakan dalam proses perancangan adalah Design Thinking, yang terdiri dari lima tahap: empathize, de

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Zwakala, K. M., and P. Steenkamp. "Identity-based brand differentiation : Brand Identity Prism application in South African banks." Journal of Contemporary Management 18, no. 1 (2021): 121–41. http://dx.doi.org/10.35683/jcm20051.99.

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