The rise of social media platforms (SMPs) has increased information exchange, which can influence consumer fashion brand engagement (SCFBE). Although there is evidence that SMPs increase online purchasing, limited understanding regarding how affect engagement, relevance, and buying decisions. present study targeted users who directly or indirectly engaged with reputed brands in the UK. Findings...

the current study aims to investigate the factors affecting  development of the services brand identity in insurance industrial. therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper, the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development...

brand creates value for both customer and organization, but the main source of this value, is located in actual and potential customers’ mind. it is obvious that mentality creation cannot be controlled directly. this article aimed to illustrate the importance of branding in banks of iran and demonstrate the relation between images created from marketing activities and customers’ mentality, rela...

The present study investigates that brand concept as an effective brand strategy substantially influences brand relationship from the perspective of fitness product brand. A survey of fitness exercise participants was conducted. For study purpose, a sample of 440 fitness exercise participants was taken from sports centers and fitness clubs in Taipei City. The study finds that brand concept has ...

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...

Background. Sports brand love refers to the degree of passionate emotional attachment consumers feel towards a sports team. Brand able to be more competitive by establishing the strong brand love of the customers as well as brand identity and brand trust. Objectives. The purpose of this research is to present a model of the role of brand trust on brand identity through the mediating role of br...

OBJECTIVE To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). DESIGN Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade p...