Brand identity and online self-customisation usefulness perception
نویسندگان
چکیده
منابع مشابه
Using online social networks to measure consumers’ brand perception
The ability to measure and monitor specific dimensions of brand image has a range of useful applications in marketing, from developing competitive strategy to identifying strength and weaknesses to evaluating the effectiveness of marketing initiatives. Nevertheless, obtaining reliable measurements is an ongoing challenge for marketers. Traditional methods such as administering surveys can be ex...
متن کاملWorking Consumers: Co-Creation of Brand Identity, Consumer Identity and Brand Community Identity
The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: The brand, the individual consumer, and the brand community. T...
متن کاملSelf-Brand Congruity and Brand Communication
Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...
متن کاملculture, identity, and language education: home culture attachment, social/cultural capital, demographic factors and self-identity changes among iranian efl teachers
: در تحقیقی که پیش روی دارید ابتدا سعی شده است که نقش میزان بهره مندی مدرسان زبان انگلیسی از سرمایه های فرهنگی و اجتماعی در چارچوب نظریه بوردیو(1986) بر میزان وابستگی آن ها به فرهنگ خودی بررسی شود. لذا دو پرسشنامه به طورهمزمان بین 342 مدرس زبان انگلیسی در بیش از 25 موسسه ی خصوصی زبان انگلیسی در سطح شهر مشهد توزیع شد. رابطه ی بین میزان دسترسی به سرمایه فرهنگی و اجتماعی و وابستگی به فرهنگ خودی از...
15 صفحه اولChanges in self-perceived role identity modulate pain perception.
Pain is an experience including physiological and psychological factors. We assume that emotions may be elicited and increased through self-perceived role identity and that change of role identity alters quality and intensity of pain perception. We used role-play strategies to assess whether pain can be better tolerated whenever, in an unavoidable and unpleasant context, role identity confers p...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Marketing Management
سال: 2016
ISSN: 0267-257X,1472-1376
DOI: 10.1080/0267257x.2016.1170720