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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 (July 10, 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 adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.
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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 (September 10, 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 distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad. Research limitations/implications Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences. Practical implications A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group. Originality/value An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.
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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 (July 9, 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 of brand identity cues in helping original brands reduce share loss to copycat brands using superior product attributes. They also reveal the role of brand equity, conspicuous consumption and consumers’ tendency of using brands as status symbols in enhancing the effect of brand identity cues in the face of superior copycats. Research limitations/implications This paper extends cue diagnosticity theory and the brand identity literature by showing the power of brand identity cues in predicting consumer choices of original brands. Practical implications This paper provides useful guidelines for managers of original brands on how to effectively use brand identity cues to compete against copycats. Originality/value Prior research focuses on how copycat brands’ characteristics influence consumers’ evaluations of copycats. These studies are limited, however, by their focus on cheap and low-quality copycats. The current paper examines the effects of brand identity cues and draws attention to the trade-offs consumers make when choosing between original brands and copycats offering superior product features.
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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 the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.
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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 (March 23, 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 advertisement) between-subjects factorial design for two separate brands based on the pretest results. Findings Results show, in support of extant research, that consumer–brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer–brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer–brand identification are more likely to share negative online brand advertising. Practical implications Building consumer–brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer–brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer–brand identity with target audiences and closely monitor negative online sentiment. Originality/value This exploratory research extends current consumer–brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors’ knowledge, this study is the first to examine the role of consumer–brand identity and its role in explaining consumer responses to online display advertising.
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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 (May 18, 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 through Delphi method. The relationship that was identified through qualitative approach was further tested through a quantitative survey (n=1,152). The analysis includes, hypotheses testing using the Kruskal–Wallis test.FindingsThe results of hypothesis testing proved that culture does play a significant role in shaping how consumers perceive brand identity. The Kruskal–Wallis test showed a significant difference across three cultures. Only two constructs that were not ranked significantly different across three cultures were brand as a stance and brand through place and time. Findings of this study supported the culture-specific branding, i.e. Islamic branding in the studied context.Practical implicationsBrand identity can be said to be the focal point of all branding activities. Brand identity creation starts with the starting of the product or services and is passed on through the process of brand communication and is manifested through the brand image formation by customer. Once the brand identity for a brand is created, it is very tough to change it; hence, from the very beginning, marketers have to take care of the brand identity. Thus, the findings of this study can be used by brand managers and marketers to create or modify brand identity according to the culture of the target consumers. These findings could also be incorporated for designing Islamic branding strategy for the studied context.Originality/valueThis research uses both qualitative and quantitative approaches to identify the brand identity and culture variables and subsequently probes the relationship among them. This study would help the brand managers in designing the brand identity for the brand operating or planning to enter in the Gulf countries.
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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 (November 11, 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 multi-case study approach, using in-depth interviews, was conducted with three political co-brands (candidates-politicians) from the UK Conservative Party. The three cases represented constituencies across the UK from the North, Midlands and South of the country. The in-depth elite interviews were conducted July 2015 to September 2015. Methodological triangulation was also adopted to assess the coherency of emerging themes with online and offline materials and documents. A two-stage thematic analytical approach was used to interpret the findings. Findings This multiple case study demonstrates how successful political co-brands create and develop identities tailored to their constituency, often distinct from the corporate political brand and developed several years before electoral success at the ballot box. In addition, this study reveals that political co-brands are dichotomous in terms of strategically managing a degree of alignment with the corporate political brand yet maintaining a degree of independence. Research limitations/implications This study builds on limited existing concepts such as co-branding and political brand identity as a means of critical application. Existing research on co-branding remains a “relatively limited” and complex area of study and generally focuses on fictitious brands. Political brand identity remains an under-researched area. This in turn supports the development and advancement of political branding as an area of study. This paper highlights the opportunities of using the strategic approach of co-branding to help conceptualise “candidates-politicians” as political brands’ which up until now, “candidate-politician brands” have been difficult to define unlike the extensive research on corporate political brands. Practical implications This study has implications for practice too. Organisations and different typologies of political brands will be able to use this political co-brand identity framework as a diagnostic mechanism to investigate their co-brands current identity, assess alignment and make strategic changes or reposition the envisaged identity if desired. Similarly, organisations can use this framework, key dimensions and factors as a blueprint to design and build new political brands at a corporate and/or local level. Originality/value This study has implications for brands beyond the world of politics. Brands can adopt the political co-brand identity framework developed in this study as a pragmatic tool to investigate internally created co-brand identity and explore alignment with the corporate party brand identity. In addition, this research adds to the limited research on non-fictitious co-brands and co-branding literature at large and addresses the calls for more research on brand identity in new settings.
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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 (May 13, 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 reality, not all are successful to synchronize communicated brand identity and image perception. So, the identification and measurement of identity-image gap is essential. Design/methodology/approach – Based on the literature review, the authors propose a conceptual model for the study and generate the basic research questions. In this study, Kapferer’s brand identity prism has been taken as the focal point of study to measure brand identity. So far as the vector measure is concerned, a p-dimensional setup is present, each dimension representing each facet of Kapferer’s brand identity prism. Now, given these sets of observations, the authors introduce for each set, a multivariate distributional setup to represent the underlying population behavior. Findings – In this study, a theoretical framework is proposed to identify and measure brand identity and image consistency. To minimize the problem associated with subjective decisions, an objective procedure has been proposed to measure the brand knowledge structure of company personnel, consumers and channel members about the considered brands. The results of this study show that brand knowledge consistency is missing among marketers, consumers and channel members for considered brands. The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Practical implications – The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Once a gap is identified, it will be easy for marketers to adopt possible measures to bridge the gap. This helps brand marketers to understand the branding process more objectively. Originality/value – To the best of the authors' knowledge, there is a lack of concrete quantitative approach, attempting to discuss the methodology to measure the gap between brand identity facets and brand image. In this backdrop, this might be the first paper offering a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers.
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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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Orth, Ulrich R., and Gregory M. Rose. "Consumers’ brand identity complexity: conceptualization and predictive ability." European Journal of Marketing 51, no. 2 (February 13, 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 the social self. Design/methodology/approach Three experiments were performed to test BIC’s predictive power. Study 1 measures BIC and tests its influence on the adoption of new brands positioned as unique. Study 2 manipulates BIC through priming and tests its influence on the adoption of new brands that appeal to independence. Study 3 also manipulates BIC and examines its influence on the adoption of brand extensions. Findings Study 1 demonstrates that high BIC consumers are more likely to adopt a new brand that appeals to a unique social self. Study 2 shows that high BIC individuals are more likely to adopt a new brand that appeals to an independent self. Study 3 shows that high BIC consumers are more likely to adopt a brand extension with a low fit to the parent category. All three studies offer evidence of the mediating role of identity-driven payoffs. Research limitations/implications The findings suggest that individuals perceive their multiple brand ingroups to be more or less complex. This outcome merges the social identity theory with consumer–brand relationship research and adds to an emerging stream of research that explores personal, situational and cultural differences in the social self and its relation to commercial offers. Practical implications Marketers can benefit from the findings by better understanding which brand appeals will be more effective with target consumers and under what conditions. Originality/value This research develops a conceptual framework for understanding the development of brand ingroup-based identity complexity.
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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 (November 14, 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 and those with low brand globalness – and to examine if Japanese-origin effects differ between these two groups. Findings In contrast to the hypothesis, global brands were found to be more subject to country-of-origin effects. Research limitations/implications The findings contribute to research on consumer choices and brand globalness by showing country-of-origin effects for global brands. Practical implications The findings suggest that even when Asian firms emphasize the globalness of their brands, they may still need to attend to country-of-origin effects. Originality/value This study examines an unexplored issue of country-of-origin effects for global brands.
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Barros, Teresa, Paula Rodrigues, Nelson Duarte, Xue-Feng Shao, F. V. Martins, H. Barandas-Karl, and Xiao-Guang Yue. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model." Journal of Risk and Financial Management 13, no. 6 (June 22, 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 modelling (SEM) was used for this purpose. In line with this, interviews, cooperatively developed by higher education lecturers and brand managers, were carried out with focus groups of higher education students, and questionnaires conducted, with 216 complete surveys obtained. Data are analyzed using confirmatory factor analysis and structural equation modelling. Results demonstrate that the concept of brand relationships comprises three dimensions: trust, commitment, and motivation. The structural model reveals robustness regarding the selected fit indicators, demonstrating that the relationships between brands influence brand identity and reputation. This suggests that managers must choose and promote brand relationships that gel with the identity and reputation of the primary brand they manage, to develop an integrated balanced product range.
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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 (July 13, 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 insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.
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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 (July 16, 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 following: (a) consumers act and relate experiences, which affects brand cognitive identity; thinking, acting, and relating experiences positively affect brands’ emotional identity; (b) cognitive identity and emotional identity can jointly create brand loyalty, and play a partial mediating role between offline experience and brand loyalty. Finally, the higher the fanship, the higher the consumer identity and the higher the brand loyalty. Overall, this study provides a certain basis for decision-making and suggestions for the offline operation of electronic brands.
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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 (May 16, 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 tourists/customers visiting Tong Ren Tang’s flagship shop in Beijing. Findings The attractiveness to domestic Chinese tourists/customers of the TRT corporate heritage tourism brand was found to be attributable to its multiple role identities: national, corporate, temporal, familial and imperial. As such, this study lends credence to Balmer’s augmented role identity notion. Chinese domestic tourists/customers – as members of an ethnic Chinese community – in visiting TRT not only consume an extant corporate heritage by tangible and intangible means but can also be seen to express, and reaffirm, their sense of Chinese national identity. Practical implications For TRT’s managers, there should be an appreciation that the attractiveness of TRT as a corporate heritage tourism brand rests not only on what it sells but also in what it symbolises in national and cultural terms. This finding is applicable to the managers of many other corporate heritage/corporate heritage tourism brands. Social implications Adopting a primordial perspective, the TRT pharmacy was found to be of singular significance to China’s national identity. Traditional Chinese Medicine, Confucian and Daoist religious/philosophical and China’s erstwhile Imperial polity are significant and enduring precepts of Chinese national identity. As such the TRT flagship shop/brand is of singular importance, as China has eviscerated much of its cultural heritage – particularly in relation to its corporate heritage brands. Originality/value This is the first empirical study to focus on corporate heritage tourism brands and one of the first studies to examine a Chinese corporate heritage/corporate heritage tourism brand. Also significant in focussing on the TRT corporate heritage brand. Established in 1669, TRT’s history spans five centuries: a corporate provenance which is exceptional within the People’s Republic of China. The study links the corporate brand notion with the nascent corporate heritage brand domain and the established area of heritage tourism.
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Harris, Fiona, and Leslie de Chernatony. "Corporate branding and corporate brand performance." European Journal of Marketing 35, no. 3/4 (April 1, 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 facilitate greater congruence of brand perceptions within the brand team and communication of a brand’s identity to employees.
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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 (June 8, 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 negative relation with the overall well-being of respondents. Findings also show that the main purchased item was apparel brands.
Applications of the study: This study can be helpful in better understanding of youth’s attitude towards brands consumption and its effects on their social identity.
Novelty/Originality of this study: People make their choices every day and consumer studies seek to know these choices. Differentiating brand consumption as a real phenomenon, this research aims to examine the increasing trend of brand consumption and its effects on youth’s social identity. Despite of the increasing demand for luxury brand products in the modern era, a few types of research have been concluded to find out the link between luxury brands consumption and youth social identity. To better understand the brand consumption’s effect on youth’s social identity; this research inspected the social identity of youth in details.
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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 (February 11, 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 closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.Research limitations/implicationsThe generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.Practical implicationsIn marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.Originality/valueRegarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.
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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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Srivastava, R. K. "Understanding brand identity confusion." Marketing Intelligence & Planning 29, no. 4 (June 21, 2011): 340–52. http://dx.doi.org/10.1108/02634501111138527.
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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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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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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 (January 2021): 121–41. http://dx.doi.org/10.35683/jcm20051.99.
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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 (April 13, 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.FindingsCognitive and sensory associations are significant drivers of US consumers' brand love while affective associations are important for Chinese consumers' brand love. Also, perceived brand origin and identity expressiveness moderate the three brand associations–brand love relationship. For US consumers, cognitive associations significantly influence brand love for both domestic and imported brands, but sensory associations are important for domestic brand love. For Chinese consumers, affective associations significantly influence brand love for both domestic and imported brands, but cognitive associations are important for imported brand love. The impacts of the three brand associations on brand love differ by the degree of identity expressiveness.Research limitations/implicationsThis empirical study offers important insights into the differing effects of perceived brand origin and identity expressiveness in enhancing brand love across cultures in order to establish strong international brand equity.Originality/valueThis study contributes to the scarce cross-cultural research on brand equity by testing the extended brand equity model. The findings provide more specific, meaningful insights into the role of perceived brand origin and identity expressiveness, leading to more effective international brand management.
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Whang, Chris Inkyong. "Moving Brand Identity in Cyber World." Journal of the Korea Institute of Information and Communication Engineering 20, no. 1 (January 31, 2016): 65–71. http://dx.doi.org/10.6109/jkiice.2016.20.1.65.
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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 (January 9, 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 conducted, including scales measuring intentions to engage in promoting and protecting word-of-mouth, SBC and cNFU. Data for four studies were collected via online surveys and were analyzed using Hayes’ (2013) PROCESS macro and the Johnson–Neyman technique in SPSS 21.0. Findings The results of four studies demonstrate that the interaction between SBC and cNFU tempers intentions to engage in brand-promoting word-of-mouth and amplifies intentions to engage in brand-protecting word-of-mouth, when the recipient of the word-of-mouth communication is an out-group, but not an in-group, member. Originality/value This work exposes the conflict between identity-expression and fear-of-imitation by demonstrating that consumers’ tempered intentions to spread brand-promoting word-of-mouth and amplified intentions to spread brand-protective word-of-mouth are deliberate strategic mechanisms used to protect brand meaning. In doing so, this research exposes cNFU as a factor that influences self-brand-connected consumers to engage in a negative brand behavior and qualifies work in identity-expressive word-of-mouth that suggests that self-presentational concerns lead consumers to avoid spreading negatively valenced word-of-mouth about identity-linked brands.
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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 (September 30, 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 the social media context. Methodology/Technique – The sample in this study is comprised of social media (Facebook) users who have liked, commented and shared social media content related to a particular brand within a 6 month period. A total of 225 valid samples were collected. The data was processed using Structural Equation Modelling (SEM). Findings – The results of this study show that both self-expressive brands (inner self) and self-expressive brands (social self) have a positive effect to brand love. Brand love has a positive effect on brand advocacy through word of mouth and brand advocacy acceptance. The results also show that self-expressive brands (inner self) have a positive effect on brand advocacy acceptance, but it does not have an effect to brand advocacy through word of mouth. On the other hand, self-expressive brands (social self) have a positive effect on brand advocacy through word of mouth, but does not have an effect on brand advocacy acceptance. Type of Paper: Empirical. JEL Classification: M31, M37, M39. Keywords: Brand Advocacy; Word of Mouth; Brand Love; Social Media; Self-expressive Brands. Reference to this paper should be made as follows: Septyani,S.D; Alversia, Y. 2020. How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media, J. Mgt. Mkt. Review 5(3) 188 – 196. https://doi.org/10.35609/jmmr.2020.5.3(7)
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이은실. "A Brand Identity Strategy for Culture City Brand." Journal of Integrated Design Research 11, no. 1 (March 2012): 187–200. http://dx.doi.org/10.21195/jidr.2012.11.1.014.
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Saxena, Supriya. "Brand Identity – Visual and Verbal Expression of Brand." Siddhant- A Journal of Decision Making 15, no. 1 (2015): 47. http://dx.doi.org/10.5958/2231-0657.2015.00005.1.
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Kirby, A. E., and A. M. Kent. "Architecture as brand: store design and brand identity." Journal of Product & Brand Management 19, no. 6 (September 21, 2010): 432–39. http://dx.doi.org/10.1108/10610421011085749.
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Chaves, Eduardo De Paula e. Silva. "Identity, Positioning, Brand Image and Brand Equity Comparison." Independent Journal of Management & Production 8, no. 4 (December 1, 2017): 1246. http://dx.doi.org/10.14807/ijmp.v8i4.637.
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The management of marketing has as presupposition the understanding of the relations between market and consumption, as well as, the concepts related to the maximization of the results of the company. In this way, an article was elaborated in search of the understanding of the existing relations between brand identity, positioning, brand image and brand equity. In this context, qualitative-quantitative research was sought to describe the existing relationships between concepts, as well as the conceptual and managerial gaps arising from their management. As a result of this work we have the analysis of the conceptual and operational gaps of these concepts.
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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 (June 11, 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 performance on changes in human brand identity. Brand extension (i.e. new films) incongruence and initial human brand identity moderate the effect of performance on legitimacy. Design/methodology/approach This study is applied to film director human brands and to their extensions through the films they make. Data were collected for 81 films, including information before and after the brand extension occurs, to capture changes in human brand identity and extension effects. Findings The results show that economic performance influences both specific and institutional legitimacy, whereas critical performance only impacts institutional legitimacy. These relationships are moderated by initial human brand identity and congruence. Both types of professional legitimacies also help reinforce human brand identity. Originality/value The study challenges the role of performance on the building of human brand identity and shows that the latter is co-constructed by the branded individual and internal stakeholders. It also enhances the key roles of global incongruence and genre incongruence in the model.
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Botschen, Guenther, Kurt Promberger, and Josef Bernhart. "Brand-driven identity development of places." Journal of Place Management and Development 10, no. 2 (June 5, 2017): 152–72. http://dx.doi.org/10.1108/jpmd-07-2016-0051.
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Purpose This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns. The so-called “Brand-driven Identity Development of Places” (short: BIDP) approach provides a structured three-phase model that can serve as a practical guide for the development of commercial, touristy, urban and rural places. Design/methodology/approach Longitudinal collaborative action research over a time span of 20 years plus extended case study research supported the evolution of the BIDP approach. Findings BIDP is a circular three-phase model starting with the definition of the intended place brand identity, which in Phase 2 becomes translated into concrete touchpoint experiences along the main constituents of the place, and finally materialising into the new place format. The case study of the City of Innsbruck is prototypically used to illustrate the application of the designed approach and to report achieved results. Research limitations/implications Place brand development based on translating socio-cultural meanings into touchpoint experiences to materialise and align place constituents is opening up new avenues to initiate and govern place development. At present, the approach is based on case studies in the western region of Austria and South Tyrol. Practical implications The three-phase model represents a practical tool for place brand managers, who want to renew and to develop their place format in a structured way. The BIDP model can be applied for all forms of places. Social implications Foremost, the described place branding collaborations reassure the proposition of Olins (2002) and Schmidt (2007) that place branding is a crucial internal project that unites groups of people around a common strategic vision providing sense and direction besides reaching out to the traditional customer–stakeholder audience. Originality/value A structured model for brand-driven place development, which evolved during 20 years of longitudinal collaborative action research with executives and representatives of commercial, touristy, urban and rural places, BIDP locks into anthropological research findings where cultural meanings are considered as the main source for the construction of brand identities.
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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 (March 25, 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 and media organizations in Zimbabwe are failing to understand the best ways to use media to attract tourists. There was a significant disagreement in the views of tourists and organizations, especially based on choosing a tourism destination brand using media. Even on improving Zimbabwe tourism destination brand identity and positioning, both parties agreed that media could help improve brand identity. Limitations: Getting opinions and views of tourists is difficult considering the divergence in their perceptions. A mixed-methods could help in improving objectivity. Contribution: The study, therefore, recommended an intensive tourism media audit, considering media as a strategic brand identity tool and a nationwide survey to come up with brand positioning elements specifically for Zimbabwe tourism destinations.
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Khan, Muhammad Asif, Rohail Ashraf, and Aneela Malik. "Do identity-based perceptions lead to brand avoidance? A cross-national investigation." Asia Pacific Journal of Marketing and Logistics 31, no. 4 (September 9, 2019): 1095–117. http://dx.doi.org/10.1108/apjml-12-2017-0332.
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PurposeThe purpose of this paper is to examine the effects of identity-based consumer perceptions on the brand avoidance of foreign brands across multiple markets.Design/methodology/approachFocussing on general product category brands, the study was conducted across two countries, i.e. New Zealand (Study 1) and Pakistan (Study 2), using online surveys. Study 1 explores the perceptions of university students, whereas Study 2 evaluates the perceptions of a more heterogeneous population across the country. Partial least squares–structural equation modelling was used to analyse the model.FindingsFirst, the results confirm that individual-level identity-based drivers (undesired self-congruence and negative social influence) consistently predict brand avoidance for foreign brands across both markets, whereas country-level drivers (consumer ethnocentrism and animosity) have inconsistent effects across the markets. Second, the study demonstrates that avoidance attitude fully mediates the relationship between antecedences and intentions to avoid foreign brands.Practical implicationsThe finding that undesired self-congruence is the strongest predictor of brand avoidance across the markets reinforces the importance of brand image congruence with the target audience. Considering the negative effect of social influence, especially on social media (i.e. Facebook and Twitter), this finding cautions managers to constantly monitor the prevailing negative word of mouth (online or offline) about the brand to mitigate its potential effect.Originality/valueDrawing on social identity theory, this study explores the identity-based pre-purchase determinants of brand avoidance at the country level and at the individual level. These determinants have never been explored yet in the context of brand avoidance.
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Donner, Mechthild, and Fatiha Fort. "Stakeholder value-based place brand building." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 807–18. http://dx.doi.org/10.1108/jpbm-10-2017-1652.
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Purpose The purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales. Design/methodology/approach The study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling. Findings Results indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers. Practical implications For place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends. Originality/value Literature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales.
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Kim, Jin-young. "D2C environment and cosmetics brand identity design development -Focusing on brand identity development of new brand 'Richaeum'-." Journal of Communication Design 67 (April 30, 2019): 51–62. http://dx.doi.org/10.25111/jcd.2019.67.04.
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Paul Jaworski, Stefan, and Don Fosher. "National Brand Identity & Its Effect On Corporate Brands: The National Brand Effect (NBE)." Multinational Business Review 11, no. 2 (June 17, 2003): 99–113. http://dx.doi.org/10.1108/1525383x200300013.
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Bulmer, Sandy, and Margo Buchanan-Oliver. "Contextualising brand consumption experiences: a multi-modal enabling technique." Qualitative Market Research: An International Journal 17, no. 2 (April 8, 2014): 151–67. http://dx.doi.org/10.1108/qmr-01-2014-0003.
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Purpose – The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences. Design/methodology/approach – A multi-modal interpretive narrative approach is presented as a means of investigating brands as experiential entities for use in consumer identity projects. It reports the strategic use of different modes of data collection: autobiographical narratives generated by solo participants to create a benchmark of identity and subsequent friendship pair guided discussion interviews. This offers a faster, cheaper and more convenient means of gaining access to consumer experiences of brands than traditional ethnographic methods, which require prolonged engagements within a community. Findings – Consumer narratives of actual brand consumption and of mediated brand consumption are enhanced using this method. The consumer narratives generated provided rich insights into the role of brands in contributing to national identity. The contextualised use and function of identity narratives provided by brands were identified in addition to the identification of national community rituals of consumption. Originality/value – The multi-modal use of friendship pair interviews with solo autobiographical interviews is shown to offer benefits to qualitative consumer researchers focussing on brand/identity issues. The combination of data collection methods allowed for greater reflexive, memorial and contextualised discussion in the friendship pair interviews about brand narrative consumption and generated responses that advance beyond socio-political conventions concerning brands. Consequently, contextualised brand consumption experiences can be accessed more effectively than in conventional depth interviews.
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Gilani, Hasan. "Corporate brand identity and employee brand citizenship behaviour: A conceptual framework." Marketing Review 19, no. 1 (November 29, 2019): 51–84. http://dx.doi.org/10.1362/146934719x15633618140783.
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This research paper aims to explore and identify the impact of corporate identity on brand citizenship behaviour within retail organisations. The study analyses the influence of corporate identity of an organisation, and more particularly on the employees' desire to engage in brand supporting behaviours. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity - resulting as determining influences on employee behaviour intentions. These relationships are presented as a conceptual model that depicts the influence of corporate identity on employee brand citizenship behaviours. The study makes contributions to the employee branding, services marketing, and organisational citizenship literature, but its main contribution is to extend the corporate identity literature into a new area of employee behaviour through internal communication.
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Sääksjärvi, Maria, and Saeed Samiee. "Relationships among Brand Identity, Brand Image and Brand Preference: Differences between Cyber and Extension Retail Brands over Time." Journal of Interactive Marketing 25, no. 3 (August 2011): 169–77. http://dx.doi.org/10.1016/j.intmar.2011.04.002.
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Lobpries, Jami, Gregg Bennett, and Natasha Brison. "Mary Ann to her Ginger: comparing the extended brand identity of two elite female athletes." International Journal of Sports Marketing and Sponsorship 18, no. 4 (November 6, 2017): 347–62. http://dx.doi.org/10.1108/ijsms-05-2016-0028.
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Purpose The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands. Design/methodology/approach Through the qualitative analysis of individual in-depth, semi-structured interviews, various documents, and social media, data revealed themes associated with positioning, personality, and presentation of the female athlete brands. Findings Theoretically, the themes provide empirical support for existing brand identity frameworks. Practical implications Practically, findings provide evidence for defining an athlete’s extended brand identity that can serve as the foundation for branding efforts that generate long-term value during and after their sport careers. Originality/value This case study adds to the extant literature on athlete branding and offers practical content for marketers seeking to brand female athletes.
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Galli, Federica, Carl Boger, and D. Taylor. "Rethinking Luxury for Segmentation and Brand Strategy: The Semiotic Square and Identity Prism Model for Fine Wines." Beverages 5, no. 1 (March 19, 2019): 26. http://dx.doi.org/10.3390/beverages5010026.
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Positioning a fine wine is a complex marketing operation which tends to focus on product characteristics and tends to ignore the consumer–brand relationship. As for other luxury products, fine wine consumers are a heterogeneous group which can be broken down into clearly distinctive and often antithetical subgroups. This conceptual paper proposes a different approach to defining fine wine consumers and the brand–consumer interaction. The Aristotle-inspired semiotic square model and Kapferer’s brand identity prism were coupled to identify not only fine wine consumer groups but also with which brand characteristics they mainly interact. While the semiotic square model identifies 6 distinct groups of fine wine consumers—enthusiasts, experts, connoisseurs, drinker, novice, event goers—the brand identity prism recognizes 6 constructs—physique (material), personality, culture, relationship, reflection and self-image. Pairing the consumer’s semiotic square and the brand’s identity prism could help brands to bridge the gap between the actual consumer subgroups and the ideal target consumers to better understand their customer base, to correctly position their brand, and to create an inclusive marketing strategy. This article is the first to apply the semiotic square/brand identity prism model within the context of the fine wine industry, as most positioning literature tends to focus on involvement or on the label itself.
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Upshaw, Lynn B. "Transferable Truths of Brand Identity." Design Management Journal (Former Series) 8, no. 1 (June 10, 2010): 9–14. http://dx.doi.org/10.1111/j.1948-7169.1997.tb00499.x.
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Urde, Mats. "The corporate brand identity matrix." Journal of Brand Management 20, no. 9 (November 2013): 742–61. http://dx.doi.org/10.1057/bm.2013.12.
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Danker, Stephanie Harvey. "Brand: Identity, Image, and Relationships." Art Education 67, no. 1 (January 2014): 41–51. http://dx.doi.org/10.1080/00043125.2014.11519257.
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Eko Valentino, Dion. "PERANCANGAN LOGO BRAND IDENTITY SANDPIPER SEBAGAI UPAYA PENINGKATAN BRAND." TEMATIK 5, no. 2 (December 24, 2018): 40–53. http://dx.doi.org/10.38204/tematik.v5i2.158.
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Tujuan dari perancangan logo ini adalah sebagai upaya untuk membangun citra Brand Sandpiper agar dapat lebih dikenal dan diingat oleh konsumen. Dalam perancangan ini bentuk logo yang dibuat disesuaikan dengan konsep produk yang dijual kepada masyarakat serta perwarnaan yang contrast sebagai identitas dari perusahaan Sandpiper. Selain sebagai identitas perusahaan, logo juga dapat digunakan sebagai media untuk keperluan pemasaran. Makna logo perusahaan Sandpiper didapat dari aspirasi dan konsep yang diberikan oleh perusahaan sebagai representasi dari produk yang mereka jual, sehingga diharapkan jika konsumen yang melihat logo perusahaan akan segera menasfirkan makna dengan produk yang dijual.
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Youn, Won-Jong, and Young-Kook Kim. "Consequences of Brand Identity Letter Type for Brand Image." Journal of the Korea Contents Association 11, no. 10 (October 28, 2011): 176–86. http://dx.doi.org/10.5392/jkca.2011.11.10.176.
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Viot, Catherine. "Can brand identity predict brand extensions' success or failure?" Journal of Product & Brand Management 20, no. 3 (May 31, 2011): 216–27. http://dx.doi.org/10.1108/10610421111134941.
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Kara, Selcan, Kunter Gunasti, and William T. Ross. "My brand identity lies in the brand name: personified suggestive brand names." Journal of Brand Management 27, no. 5 (June 12, 2020): 607–21. http://dx.doi.org/10.1057/s41262-020-00201-x.
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