Credibility, audacity and joy: Brand personalities that connect users to social media
نویسندگان
چکیده
منابع مشابه
Are Consumer and Brand Personalities the Same?
Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer-rating methodology which focuses on each individual’...
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People increasingly use social media to get first-hand news and information. During disasters such as Hurricane Sandy and the tsunami in Japan people used social media to report injuries as well as send out their requests. During social movements such as Occupy Wall Street (OWS) and the Arab Spring, people extensively used social media to organize their events and spread the news. As more peopl...
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The world of social media influencers, bloggers and online “clothes horses” is a relatively new one. New-media personalities, a.k.a. “clothes horses”, are now endorsing brands, products and companies in a more subtle way than through traditional advertising. They carefully cultivate and position their personal brands with a view to persuading businesses to use them for relatively inexpensive, o...
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This article is "Retracted" at 2018/04/04 due to "Plagiarism" totally from "Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360."
متن کاملPredicting Perceived Brand Personality with Social Media
Brand personality has been shown to affect a variety of user behaviors such as individual preferences and social interactions. Despite intensive research efforts in human personality assessment, little is known about brand personality and its relationship with social media. Leveraging the theory in marketing, we analyze how brand personality associates with its contributing factors embodied in ...
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ژورنال
عنوان ژورنال: BAR - Brazilian Administration Review
سال: 2018
ISSN: 1807-7692
DOI: 10.1590/1807-7692bar2018180088