منابع مشابه
Working 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 کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملSocial identity perspective on brand loyalty
a r t i c l e i n f o Keywords: Customer–brand identification Company identity Brand identity Social identity Brand loyalty This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. Th...
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ژورنال
عنوان ژورنال: E3S Web of Conferences
سال: 2020
ISSN: 2267-1242
DOI: 10.1051/e3sconf/202016409015