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Literatura académica sobre el tema "Brand-Self Connection"

Autor: Grafiati

Publicado: 4 de junio de 2021

Última modificación: 15 de febrero de 2022

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Artículos de revistas sobre el tema "Brand-Self Connection"

Billa, Fathurrazi Ammana, Evo Sampetua Hariandja, Ray Arvin Febrianto, and Rini Yovita Moktar. "HUBUNGAN ANTARA BRAND CREDIBILITY, WORD OF MOUTH, DAN ELECTRONIC WORD OF MOUTH: PERAN MEDIASI BRAND-SELF CONNECTION DAN BRAND-SOCIAL CONNECTION." Ultima Management : Jurnal Ilmu Manajemen 12, no. 2 (2020): 210–32. http://dx.doi.org/10.31937/manajemen.v12i2.1711.

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This study was conducted to analyze the relationship between Brand Credibility, Word of Mouth, and Electronic Word of Mouth mediated by Brand-Self Connection and Brand-Social Connection to the Netflix brand in the Greater Jakarta area and generation Z. This study uses a quantitative approach with data collection through google forms. The data used in this study consisted of 32 indicators and the number of respondents in this study were 320 respondents who were Netflix customers in Jabodetabek. Data analysis uses AMOS-SEM version 24. The results of this study indicate that brand credibility has a positive relationshipwith brand-self connection; brand credibility does not have a positive relationship with brand-social connections; brand-self connection has a positive relationship with brand-social connection; brand-social connections have a positive relationship with word of mouth; brand credibility has a positive relationship with word of mouth mediated by brand-self connection and brand-social connection; brand-social connections have a positive relationship with electronic word of mouth; brand credibility has a positive relationship with electronic word of mouth mediated by brand-self connection and brand-social connection; and brandcredibility has a positive relationship with brand-self connections that are moderated by a brand experience memorial. Key Words: Brand Credibility, WOM, e-WOM, Brand-self Connection, Brand-SocialConnection, Memorial Brand Experience

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van der Westhuizen, Liezl-Marié. "Brand loyalty: exploring self-brand connection and brand experience." Journal of Product & Brand Management 27, no. 2 (2018): 172–84. http://dx.doi.org/10.1108/jpbm-07-2016-1281.

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Dwivedi, Abhishek, Lester W. Johnson, and Robert E. McDonald. "Celebrity endorsement, self-brand connection and consumer-based brand equity." Journal of Product & Brand Management 24, no. 5 (2015): 449–61. http://dx.doi.org/10.1108/jpbm-10-2014-0722.

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Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the effect of endorser credibility on endorsed brand equity, supporting an indirect mechanism of brand equity enhancement. Practical implications – Managers can now consider using celebrities as tools to develop meaningful self-concept-related connections with consumers. Additionally, the results of this study support for the use of celebrity endorsers as direct brand equity-enhancing tools. Originality/value – This study is among pioneering investigations that examine the self-concept repercussions of celebrity endorsements, suggesting that celebrity endorsers possess the ability to engage with consumers at the self-concept level, in turn, impacting endorsed brand equity. Additionally, this paper examines the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand.

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Takaya, Rowlan. "EFFECT OF ENDORSER CREDIBILITY, BRAND CREDIBILITY, SELF-BRAND CONNECTION ON BRAND EQUITY." Business and Entrepreneurial Review 18, no. 2 (2019): 115. http://dx.doi.org/10.25105/ber.v18i2.5309.

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Purpose – The purpose of this research was to study the impact of endorser credibility, brand credibility, self-brand connection on endorsed brand equity of the endorsed brand.Design/methodology/approach - The analytical method using Amos 24 and Structural Equation Modeling (SEM) to analyze the questionnaire data in Jakarta. There are 417 eligible questionnaires were analyzed.Findings – To study the effect of endorser credibility on brand credibility, endorser credibility to brand equity, brand credibility to brand equity, endorser credibility to self-brand connection and self brand connetion to brand equity.Research limitation – The research was based in this study using college student customer of Vivo Smartphone at Jakarta as a research object.Research implication – Managers can consider using celebrities as a tool to develop meaningful connectivity connections with consumers. The results of this study support the use of celebrity endorsers as a means of increasing brand equity directly.Originality/value – This study examines the impact of celebrity endorsers in delivering, influencing, and depicting the product significantly so that consumers buy the product, so that the target marketing made through the endoser can be achieved.

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Palazon, Mariola, Elena Delgado-Ballester, and Maria Sicilia. "Fostering brand love in Facebook brand pages." Online Information Review 43, no. 5 (2019): 710–27. http://dx.doi.org/10.1108/oir-05-2017-0175.

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Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Findings Results suggest that both sense of brand community and self–brand connection foster brand love and that self–brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity. Research limitations/implications A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences. Practical implications The key implications are the importance of nurturing relationship ties among brand users and building self–brand connections on brand pages as precursors of brand love. Originality/value The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.

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PALENTINA, PEBI, and KLEMENS WEDANAJI PRASASTYO. "PENGARUH CELEBRITY ENDORSER’S CREDIBILITY TERHADAP SELF-BRAND CONNECTION DAN BRAND EVALUATION." Jurnal Bisnis dan Akuntansi 19, no. 2 (2018): 271–84. http://dx.doi.org/10.34208/jba.v19i2.279.

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The purpose of this research is to know the impact of a celebrity endorsement’s credibility on a consumer self-brand connection and brand evaluation. In addition, it is also to testify the moderation on self-brand connection and brand evaluation. The technique uses Structural Equation Modelling along with AMOS 22 and purposive sampling. The results are celebrity endorser’s credibility impacts on self-brand connection and endorser brand fit moderates the relationship between them. However, celebrity endorser’s credibility and self-brand connection doesn’t impact on brand evaluation and there is no moderation between celebrity endorser’s credibility and brand evaluation.

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Agusthera, Devi Dwi, Theresia Militina, and Saida Zainurrosalmia ZA. "The Effect Of Brand Identification And Self-Concept Connection On Brand Love And Its Implications For Brand Loyalty." Primanomics : Jurnal Ekonomi & Bisnis 19, no. 1 (2021): 20. http://dx.doi.org/10.31253/pe.v19i1.502.

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This study aims to analyze and find out Brand Identification, Self-Concept Connection, Brand Love and Brand Loyalty for iPhone brand Smartphone users in Samarinda. The background of this research refers to the relationship between Brand Identification and Self-Concept Connection that is woven by the iPhone Brand with its users. Besides seeing how the Brand Identification and Self-Concept Connection formed the Brand Love and Brand Loyalty iPhone smartphone users in Samarinda. Brand Identification and Self-Concept Connection may not necessarily create optimal love for iPhone smartphone users in Samarinda, so it needs to be reevaluated along with how much influence it has on brand loyalty. This research is a quantitative descriptive study and uses SEM-AMOS v.22, analysis tool with the SAMPLE formula = Σ Indicator x (5-10), which then selected samples of 102 respondents. Data collection techniques using the proportional accidental sampling method. The results showed that five proposed hypotheses were accepted namely Brand Identification had a significant effect on Brand Love, Self-Concept Connection had a significant effect on Brand Love, Brand Identification had a significant effect on Brand Loyalty, Self-Concept Connection had a significant effect on Brand Loyalty and Brand Love had a significant effect towards Brand Loyalty. These findings support the theory and previous research that became the reference of researchers.

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Fazli-Salehi, Reza, Ivonne M. Torres, Rozbeh Madadi, and Miguel Ángel Zúñiga. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection." Journal of Business Research 137 (December 2021): 46–57. http://dx.doi.org/10.1016/j.jbusres.2021.08.006.

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Yu, Eunah, and Junghyun Kim. "The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors." Sustainability 12, no. 3 (2020): 982. http://dx.doi.org/10.3390/su12030982.

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The city brand experience of residents has emerged as an important topic due to the concentration of the city population and changes in the marketing environment. This study examined the relationship between self-city brand connection, city brand experience, city brand satisfaction, and city brand ambassadorship behavior intention (CBABI) in city residents. An empirical analysis was conducted using data collected through a questionnaire with 328 residents of Seoul and Busan in Korea. The results reveal that self-city brand connection is positively related to city brand experience and city brand satisfaction but is not directly related to CBABI. Next, city brand experience was found to have a significant positive relationship with city brand satisfaction and CBABI, and city brand satisfaction is positively related to CBABI. We also found differences in the effects of city brand satisfaction on CBABI between Seoul and Busan. Although city brand satisfaction had a significant effect on CBABI in both cities, the effect was greater in Busan. This study confirms the effect of citizens’ city brand experiences and identifies the path by which city residents become city brand ambassadors.

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Dwivedi, Abhishek, Lester W. Johnson, and Robert McDonald. "Celebrity endorsements, self-brand connection and relationship quality." International Journal of Advertising 35, no. 3 (2015): 486–503. http://dx.doi.org/10.1080/02650487.2015.1041632.

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Tesis sobre el tema "Brand-Self Connection"

Bogoviyeva, Elmira. "Brand development : the effects of customer brand co-creation on self-brand connection /." Full text available from ProQuest UM Digital Dissertations, 2009. http://0-proquest.umi.com.umiss.lib.olemiss.edu/pqdweb?index=0&did=1913274761&SrchMode=1&sid=6&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1278441387&clientId=22256.

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Thesis (Ph.D.)--University of Mississippi, 2009.
Typescript. Vita. "August 14, 2009." Committee chairperson: Dr. Charles H. Noble Includes bibliographical references (leaves 128-134). Also available online via ProQuest to authorized users.

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Tan, T. M. (Teck Ming). "Humanizing brands:the investigation of brand favorability, brand betrayal, temporal focus, and temporal distance." Doctoral thesis, Oulun yliopisto, 2018. http://urn.fi/urn:isbn:9789526219318.

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Abstract Humanizing brands is an essential domain of current branding as it enhances the visibility of a brand by connecting consumers to the brand, thus contributing to strong brand equity. The term humanize used in this dissertation is not limited to brands with anthropomorphic characters, such as the M&M’s characters. Used in this context, the term also includes the ways in which consumers attribute a brand to be “close to me,” “like me,” and a “partner.” Although the research of customer-based brand equity has been well-documented over the past twenty-five years, limited attention has been given to examining the differential effect of brand favorability in forming a self-brand connection. Even more scarce are studies on the antecedents and indicators of brand betrayal. Further, up-to-date research is mostly silent as to whether temporal focus and temporal distance influence a brand’s ability to serve as a means of reflecting the consumer’s selves. To fill up these research gaps, this dissertation reports four research articles. More than two thousand samples were collected from Finland, India, and the US to examine the conceptual frameworks. First, this dissertation contributes to the literature on self-brand connection by articulating the effect of self-presentation by brand on self-brand connection. Second, it contributes to the literature of self-congruence, seen from the temporal perspective. Third, it adds to the brand betrayal literature by examining consumer anthropomorphize tendency and actual high-arousal positive states as the antecedents. It further explains the indicators of brand betrayal, consisting of failure severity and inferred negative motive. In term of managerial implications, the findings contribute to (1) the one-on-one marketing approach to branding, (2) incorporating consumer’s selves into branding considerations, and (3) assessing brand betrayal in a negative brand relationship
Tiivistelmä Brändien inhimillistäminen on keskeinen alue vallitsevassa brändien tutkimuksessa, sillä inhimillistämällä lisätään brändin näkyvyyttä kytkemällä kuluttajat brändiin, mikä osaltaan vahvistaa brändipääomaa. Tässä väitöskirjassa käytetty termi inhimillistäminen ei rajoitu vain brändeihin, jotka käyttävät antropomorfisia hahmoja kuten M&M:n hahmot. Tässä yhteydessä termiin sisältyy myös keinoja, joita hyödyntämällä kuluttajat tuntevat brändin olevan ”lähellä minua”, ”kuten minä” ja ”kumppani”. Vaikka asiakaslähtöisen brändipääoman tutkimusta on tehty paljon viimeisen 25 vuoden aikana, vain vähän huomiota on saanut brändien suosimisen vaikutus kuluttajan minän ja brändin välisen yhteyden muodostukseen. Vielä vähemmän tutkimusta on tehty brändien pettämisen syistä ja indikaattoreista. Lisäksi olemassa oleva tutkimus ei ota juurikaan kantaa siihen, vaikuttavatko ajallinen fokus ja ajallinen etäisyys brändin kykyyn heijastaa kuluttajien minää. Näiden tutkimusaukkojen täyttämiseksi väitöskirja esittelee neljän tutkimusartikkelin tuloksia. Käsitteellisten viitekehysten testaamista varten kerättiin yli 2 000 vastaajan aineisto kolmesta eri maasta. Ensinnäkin, tämä väitöskirja edistää kuluttajan minä-brändisuhteeseen liittyvää tutkimusta kuvaamalla brändin itse-presentaation vaikutusta minä-brändisuhteeseen. Toiseksi, tämä väitöskirja kontribuoi minä-kongruenssiin liittyvään kirjallisuuteen ajallisesta näkökulmasta tarkasteltuna. Kolmanneksi, tämä väitöskirja edistää brändien pettämiseen liittyvää kirjallisuutta tutkimalla kuluttajan taipumusta antropomorfisointiin ja toteutuneita korkean innostuneisuuden tiloja. Tutkimus myös selittää brändien pettämisen indikaattoreita, jotka koostuvat epäonnistumisen vakavuudesta ja brändin negatiivisesta motiivista. Liikkeenjohdollisina päätelminä tulokset ehdottavat (1) yhdeltä yhdelle markkinointia brändäykseen, (2) kuluttajan minän sisällyttämistä brändäyskysymyksiin, ja (3) brändin pettämisen arviointia negatiivisessa brändisuhteessa

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DellaBruna, Sylvie, and Beata Edlund. "Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49010.

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Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. Due to this change in the marketing environment firms have moved towards utilizing social media influencers and brand co-creation activities to drive the level to which customers connect their self-concepts with the brand. Purpose: The purpose of this thesis is to explore the unique ways in which NA-KD uses their influencer marketing strategy and brand co-creation activities to drive the social identities of their customers and to create a model that visualizes this process. Method: An exploratory study has been conducted by the authors to investigate the influencer marketing and brand co-creation activities of the firm as to address the purpose of this paper. A single case study was performed where NA-KD was the primary subject of research. Semi-structured interviews with key employees working within marketing, collaborations and content creation was the primary source of data collection. Conclusion: The empirical findings demonstrated the processes which employees at NA-KD created to develop their influencer marketing and brand co-creation strategies. The findings showed that the social identities of customers in an influencer-born firm are able to be directed through the activities within influencer marketing and brand co-creation. From these findings a conceptual model representing the process and management of social identity direction and producer-consumer relationship formation. This process includes influencer marketing, brand co-creation and brand experience, managed by methods of CRM and circle mapping to allow for self-brand connections and continued firm growth to occur.

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Qader, Muhammad Zeeshan. "The role of globalization, embarrassment, self-brand connection on attitude towards sex appeal in advertising : the case of Muslim women." Thesis, Aix-Marseille, 2014. http://www.theses.fr/2014AIXM1037.

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Cette thèse propose des réponses aux questions qui font l'objet des préoccupation et des intérêts des gestionnaires de marques occidentales mondiales qui veulent s'assurer que leurs produits ne sont pas boycotté par les populations locales dans les pays arabes ou musulmans . Une expansion mondiale de ce phénomène a été vue dans la révolution sexuelle des années 1960 et par conséquent reflétée dans la publicité de l'époque à la télévision, radio, presse écrite et panneaux publicitaires. Malgré son utilisation répandue, il existe cependant certaines conséquences sociales et éthiques ainsi que nous assistons à une hausse des critiques de la part des consommateurs, des groupes religieux et des associations de parents, en particulier dans le monde arabo-musulman. Pourtant, son utilisation et les ramifications sur les musulmans, un segment de plus de 2 milliard de consommateurs reste largement négligé. On peut faire valoir que l'utilisation de sex-appeal dans la publicité peut offenser et même chasser les consommateurs qui considèrent les thèmes occidentaux et les modèles de rôles de genre en conflit direct avec leur culture locale. Afin de comprendre le processus de prise de décision complexe derrière ce phénomène, une recherche minutieuse est nécessaire pour développer une approche multidimensionnelle en tenant compte de toutes ces constructions. Bien qu'il n'est pas contraire à la loi dans la plupart des pays musulmans d'utiliser du matériel sexuellement explicite dans la publicité, les annonceurs doivent être las des répercussions du nationalisme croissant et la ferveur religieuse dans les pays musulmans
There is a greater emphasis on the need to explore the use of sexual content due to globalization and the resulting standardization of advertising content. In our effort to bridge the gap identified by several prominent academicians and practitioners, we endeavored to examine how Muslim women respond to sex appeal in print advertising. The choice of using print ads in our study was due to it being more frequently used and in a more explicit fashion. Our research takes a mix-method (qualitative and quantitative) approach, allowing us to begin with an exploratory phase (qualitative) to identify themes that are associated with sex appeal in the minds of Muslim women. We started off with in-depth interviews in Morocco, Turkey and UAE, providing us with 100 interviews overall. On this basis we formed a conceptual model with globalization, self-brand connection and embarrassment as the independent variables. Religious conviction served as a moderator in the relationship between globalization and attitude towards the ad. We also looked at how these factors influence purchase intention. We provide all the results from Morocco and UAE which show that both globalization and self-brand connection have a significant positive relationship with attitude towards the ad. While embarrassment was found to have a significant negative relationship with attitude towards an ad with sex appeal. We also found compelling evidence for Muslim women's preference for a European, blonde blue-eyed model over a local Muslim model in sexually suggestive ads. At the end we discuss the possible reasons for our results in the light of existing literature and provide directions for future research

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Jansson, Linnea. "Se målet i backspegeln : En studie i storytelling på Volvo Personvagnar." Thesis, Växjö University, Växjö University, School of Social Sciences, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-5808.

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I den här kandidatuppsatsen undersöks storytelling som kommunikationsform på Volvo Personvagnar. Studien presenterar organisationsberättelser som karaktäriserar företaget samt dess funktioner och betydelser. Vidare lyfter studien fram storytelling som verktyg för att påverka en publiks uppfattningar. Inspiration till ämnet inhämtas från nutida forskare och storytelling relateras till kommunikativa uttryck och meningsskapande.

Studiens empiri består av intervjuer av anställda på Volvo samt pr-konsulter med inblick i företaget. Empirin innefattar även en semiotisk analys av reklamannonser. Målsättningen är att svara på studiens övergripande problem: Hur arbetar Volvo Personvagnar med storytelling som kommunikationsform för att skapa relationer med sina kunder?

Resultatet av studien visar på hur man förhåller sig till storytelling på Volvo, vad man berättar om sig själv samt hur man vill påverka kundernas uppfattning av varumärket. Berättelserna som analyseras i studien beskriver volvoandan, volvokunden, företagsidentiteten och Volvos vilja att förändra varumärket. Vidare analyseras Ycc-projektet, ett initiativ där man aktivt arbetade för att skapa uppmärksamhet och påverka kundernas uppfattningar av varumärket.

Slutligen sätts organisationsberättelserna i ett vidare perspektiv där deras trovärdighet och betydelse diskuteras. Studien argumenterar för vikten av att förvalta de värderingar som man tror på och som man vill att andra ska förknippa med organisationen. Vidare diskuteras den problematik som kan uppstå när man som Volvo vill förändra sitt varumärke.

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Bogicevic, Vanja Bogicevic. "Service Preview Using Virtual Reality: Enhancing Hotel Pre-Experience." The Ohio State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=osu1525358474437145.

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Moraes, Sergio Garrido. "Conexão com a marca ou afinidade com o país? Influências na intenção de compra de marcas dos estados unidos." Associação Escola Superior de Propaganda e Marketing, 2012. http://tede2.espm.br/handle/tede/49.

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Made available in DSpace on 2016-10-13T14:10:05Z (GMT). No. of bitstreams: 1 Sergio Garrido Moraes.pdf: 3743435 bytes, checksum: aa6019c8f177bca27d6262d46dd609e2 (MD5) Previous issue date: 2012-03-16
The purpose of this study is to assess what would have greater impact on purchase intention of products from one country: those aspects of the country, widely researched topic in international marketing, or those aspects of the brand, whose relevance has been pointed out by authors as Samiee, Usunier and Diamantopoulos, sometimes to the detriment of the very concept of country-of-origin. To achieve this goal, the literature review indicated the constructs of country image and country affinity as relevant to assessing the impact of the country. To assess the impact of the brand, the indicated constructs were brand personality and self-brand connection. These constructs can be classified as predominantly affective (affinity and connection) and cognitive (image and personality). As the country to be evaluated, the United States was chosen because it is the source of most valuable brands in the world, and many of them bring to the construction of their identity aspects of American culture. The selected brands were Apple, Levi's and McDonald's, all of high penetration in the studied segment (youngsters), and in evidence both in the economic and cultural fields (high sales, high value, and trendsetters), as in the academic and political scenario (articles, books, anti-American demonstrations). The methodology consisted of a survey conducted with 367 university students from São Paulo, which is also characterized as the target of the brands studied. Data analysis was performed by using the structural equation model, for which they were tested causal relationships between constructs relating to the country and brand with the purchase intention of these brands. The results showed a greater influence on purchase intention of predominantly affective constructs, and among these, the construct of self-brand connection was especially strong and significant. Constructs studied in traditional marketing such as brand personality and image of the country did not result in significant impacts on purchase intentions. These results, however, may vary in intensity depending on the brand. Thus, the paper concludes by stating that the brand, especially those of high brand-equity, would have greater force in the determination of purchase intent than the constructs for the country. The research, however, cannot be generalized, since investigated a group non representative of the population, but provides evidence that can be expanded in future studies, like the investigation of brands with weak brand-equity, other countries, other segments of market and other product categories.
O objetivo do presente estudo é avaliar o que teria maior impacto na intenção de compra de produtos de um país: os aspectos relativos ao país de origem, tema vastamente pesquisado no marketing internacional, ou os aspectos relativos a marca, cuja relevância vem sendo apontada por autores como Samiee, Usunier e Diamantopoulos, às vezes em detrimento do próprio conceito de efeito país-de-origem. Para atingir esse objetivo, a revisão da literatura indicou como constructos relevantes para avaliar o impacto do país os de imagem de país e afinidade com país; para avaliar o impacto da marca, os constructos foram personalidade de marca e conexão do self com a marca. Esses constructos podem ser classificados como predominantemente afetivos (afinidade e conexão do self) e cognitivos (imagem e personalidade). Como país a ser avaliado, foi escolhido os Estados Unidos, pois é a origem das marcas mais valiosas do mundo, e muitas delas agregam à construção de sua identidade aspectos da cultura americana. As marcas selecionadas foram Apple, Levi s, e McDonald s, todas de alta penetração no segmento estudado (jovens), e em evidência tanto no cenário econômico e cultural (altas vendas, alto valor, formadoras de tendências), quanto acadêmico e político (artigos, livros, manifestações antiamericanas). A metodologia empregada constituiu-se em um survey realizado com 367 estudantes universitários da cidade de São Paulo, que também se caracterizavam como público-alvo das marcas estudadas. O tratamento e a análise dos dados foram realizados mediante o uso do modelo de equações estruturais, pelo qual foram testadas relações de causalidade entre constructos relativos a país e marca com a intenção de compra dessas marcas. Os resultados demonstraram maior influência na intenção de compra dos constructos predominantemente afetivos e, entre estes, o constructo conexão do self com a marca mostrou-se especialmente forte e significativo. Constructos tradicionalmente estudados no marketing, como personalidade de marca e imagem de país não resultaram em impactos significativos na intenção de compra. Esses resultados, no entanto, podem variar de intensidade dependendo da marca. Assim, o trabalho conclui afirmando que a marca, especialmente aquelas de alto brand equity, teria maior força na determinação da intenção de compra do que os constructos relativos a país. A pesquisa, no entanto, não pode ser generalizada, pois investigou um grupo não representativo da população, mas oferece indicativos que podem ser ampliados em novos estudos, como a investigação de marcas de frágil brand-equity, de outros países, de outros segmentos de mercado e de outras categorias de produto.

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Placke, Amber Dale. "I Like It, But It's Just Not Me: Self Brand Connections, Brand Evaluations, and Experts in Markets." Thesis, The University of Arizona, 2012. http://hdl.handle.net/10150/244488.

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In my thesis, I explore two important marketing entities, self brand connections and brand evaluations. To begin, I show that there are different levels of expertise in a given domain ranging from amateur to expert. This expertise level affects the degree to which consumers develop self brand connections to brands ranging from recreational to elite. In my study, I show that expert consumers develop special relationships with elite brands that recreational runners do not. Even more interesting, I show that consumers of all expertise levels show the same liking for fashion brands as they do professional brands. Therefore, expert runners can say they like a brand and still feel as it that brand does not represent who they are (i.e. high brand evaluation, low self brand connection). My study shows that self brand connection is not an antecedent to brand evaluation.

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Brylla, Konrad. "Self brand connecting communities eine Diplomarbeit über die Bedingungsfaktoren von brand communities am Beispiel der Marke Smart." Saarbrücken VDM Verlag Dr. Müller, 2008. http://d-nb.info/989177300/04.

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Alderstad, Daniel, and Jacob Berglund. "Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-298742.

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Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). Nonetheless, research on brand attachment has a strong westernized focus leaving a vast majority of the world's population outside the frame of research, which limits our understanding of how consumers perception of self form emotional attachments to brands across cultures. We address this issue by developing the novel construct of ought self-congruence and test a conceptual model in two large scale studies including 810 respondents from Sweden and South Korea. The results showed similarities as well as unique cultural differences. Brand personalities in line with a consumer's actual self-view yield the strongest positive impact on emotional brand attachment in both cultures. However, an ideal self-congruent brand only showed a positive impact on Swedish consumers or when the self is sculpt independently from others. In contrast, South Koreans formed attachments to global brands that were congruent with an ought self-perception. A consumer's regulatory focus provides a theoretical explanation to the mixed results. Avenues for further research and managerial implications are also proposed.

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Más fuentes

Libros sobre el tema "Brand-Self Connection"

Costley White, Khadijah. Welcome to the Party. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190879310.003.0001.

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This chapter lays out the Tea Party’s history as a mass-mediated construction in the context of journalism, political communication, and social movement studies. It argues that the news coverage of the Tea Party primarily chronicled its meaning, appeal, motivations, influence, and circulation—an emphasis on its persona more than its policies. In particular, the news media tracked the Tea Party as a brand, highlighting its profits, marketability, brand leaders, and audience appeal. The Tea Party became a brand through news media coverage; in defining it as a brand, the Tea Party was a story, message, and cognitive shortcut that built a lasting relationship with citizen-consumers through strong emotional connections, self-expression, consumption, and differentiation.

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Leppert, Alice. Keeping Up with the Kardashians. University of Illinois Press, 2017. http://dx.doi.org/10.5406/illinois/9780252039577.003.0012.

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This chapter explores the ways the Kardashians' insistence on the importance of sisterhood serves as both a counterweight and an aid to their brand's example of feminine productivity. The Kardashians have become models for young women seeking success through self-branding, albeit with a novel twist—sister-branding and sister-entrepreneurship. In contrast to the potentially alienating individual empowerment ideal of postfeminist neoliberal culture, the Kardashians privilege sisterhood—a fact that might account for their massive popularity among young women and girls. Though the Kardashians clearly exemplify postfeminist culture, they also fill in some of its shortcomings, which may be central to their appeal. Whereas postfeminist entrepreneurial culture tells young women they don't need to build connections with other women, the overwhelming popularity of the Kardashians' investment in sisterhood suggests that young women do value and desire bonds with each other, even though those bonds may be in the name of a brand.

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Capítulos de libros sobre el tema "Brand-Self Connection"

Pentina, Iryna. "Exploring Self-Brand Connection in The Social Media Context: The Case of Twitter." In The Sustainable Global Marketplace. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10873-5_163.

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Ferreira, Sónia, Sara Santos, and Pedro Espírito Santo. "Social Media Engagement Through Video Advertising: Informativeness and Self Brand Connection as Predictors." In Advances in Digital Science. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-71782-7_23.

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Bogoviyeva, Elmira. "The Effects of Reward Type and its Likelihood in Customer Brand Co-Creation Activity on Self-Brand Connection." In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-10912-1_62.

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Becerra, Enrique, and Vishag Badrinarayanan. "Influence of Brand Attractiveness and Brand-Self Connections on Brand Evangelism: An Abstract." In Enlightened Marketing in Challenging Times. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-42545-6_186.

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Koronaki, Eirini, Prokopis K. Theodoridis, and George G. Panigyrakis. "Linking Luxury Brand Experience and Brand Attachment Through Self-Brand Connections: A Role-Theory Perspective." In Strategic Innovative Marketing and Tourism. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-36126-6_86.

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Giroux, Marilyn, and Bianca Grohmann. "Activating Multiple Facets of the Self: How Self-Concept and Brand Personality can Influence Self-Brand Connections: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_183.

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Santos, Sara, Pedro Espírito Santo, and Luísa Augusto. "The Role of Customer Engagement in the COVID-19 Era." In Insights, Innovation, and Analytics for Optimal Customer Engagement. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3919-4.ch005.

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Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.

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Rubiyanti, N., and E. S. Hariandja. "Factors influencing halal cosmetic brand advocacy: The role of self-brand connection as a mediator." In Advances in Business, Management and Entrepreneurship. CRC Press, 2020. http://dx.doi.org/10.1201/9780429295348-48.

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Wu, Mei, and Hongye Li. "The Triumph of Shanzhai." In Global Media Convergence and Cultural Transformation. IGI Global, 2011. http://dx.doi.org/10.4018/978-1-60960-037-2.ch015.

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This chapter attempts to explore the connection between the popularity of shanzhai (no-name brand) mobile phones among urban youth and their social characteristics in contemporary China. Through qualitative analyses of in-depth interviews both shanzhai and non-shanzhai users and selected online group discussions of shanzhai workers, this connection is examined in five realms: political attitudes, practical rationale, social values, interest-seeking and self identification. The findings indicate that the youth’s attitudes towards shanzhai phones are prominently based on practical rationale, followed by their craving for entertainment and fashion. The political orientation of anti-mainstream, anti-authority and anti-brand is not prominent. To use a brand imitation is not so much a vanity issue for social status elevation, as a need of self experience within an affordable means. Finally, young people who are engaged in the shanzhai industry do form their own cycle and build their identity strongly associated with the “shanzhai” both as a business career and political mission.

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Maggioni, Isabella. "Identity-Based Consumer Behaviour, Self-Congruity, and Retailer-Consumer Relationships." In Handbook of Research on Retailer-Consumer Relationship Development. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6074-8.ch002.

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Consumer-Brand Identification (CBI) has been identified as an important antecedent of consumer-brand relationships. Consumers show positive attitudes towards brands that reflect their self-concept and are more likely to express and enhance their identity. In this sense, Consumer-Retailer Identification (CRI) represents a powerful tool for retailers to develop meaningful relationships by strengthening emotional connections with their customers. This chapter proposes a literature review of previous research on the role of consumer's self-concept in the development of retailer-customer relationships. Focusing on identity-based consumer behaviour, the chapter provides a comprehensive picture of the past research and the emerging trends on CBI and then proposes a conceptual framework of CRI.

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Actas de conferencias sobre el tema "Brand-Self Connection"

Nawawi, Muhammad, Gunadi, M. Kiswanto, Hanifah Ekawati, and Dewi Ambarsari. "The Effects Analysis Of Functional Benefit And Symbolic Benefit With Self Concept Connection On Emotional Attachmen And Brand Loyalty For Executive Brand Fashion In East Kalimantan." In Proceedings of the First International Conference on Materials Engineering and Management - Management Section (ICMEMm 2018). Atlantis Press, 2019. http://dx.doi.org/10.2991/icmemm-18.2019.8.

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Kanno, Saori. "SELF-BRAND CONNECTIONS AND BRAND ATTACHMENT: THE RELATIVE IMPORTANCE OF BRAND-BASED SELF-BRAND CONNECTIONS AND CONSUMER-BRAND CONNECTIONS." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.03.02.

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