Brand tribalism and self-expressive brands: social influences and brand outcomes
نویسندگان
چکیده
منابع مشابه
Brand Tribalism
The article comes to the conclusion that brands can benefit from having a presence in Facebook and other Social Network Sites (SNS) if the objectives and the nature of the brand suit the environment. This study identifies the relations between tribalism and tribal marketing by analysing consumer behaviour and the formation of the tribes within a Facebook and blog environment. Studying one natio...
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This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...
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As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative and quantitative methods regarding bran...
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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...
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ژورنال
عنوان ژورنال: Journal of Product & Brand Management
سال: 2015
ISSN: 1061-0421
DOI: 10.1108/jpbm-07-2014-0656