Search results for " Brand"
showing 10 items of 170 documents
A Tale of Two Re-branded Cities: Riga, Latvia and Aarhus, Denmark
2016
Abstract This study shows how Riga and Arhus identified, formulated and communicated city re-branding. Our analysis concentrates on resident responses to city re-branding and how such responses could force the municipalities to withdraw their re-branding. A city loses its identity if it is globalized. In the Riga and Aarhus cases, the municipalities tried to find a global voice, which contradicted local traditions; and in both cases, the redefinition of city image took place top-down and not bottom-up. The two cases may not prove to be a golden rule, but should be a warning against rash city re-branding decisions made by municipalities.
Communication analysis of the nomination proposals for inclusion in Unesco's World Heritage list : a comparative reading of “Ancient Georgian traditi…
2021
We live in a globalized world in which the attractiveness of territories, cultural policy and creativity are important levers for economic and sustainable development. Even a small territory or medium-sized cities can build their image by attracting tourists to increase economic benefits. Among other instruments, the Unesco's list has become increasingly popular. What are the consequences of classifying cities, know-how, traditions such as the world heritage of humanity? What are the differences in the ranking of items from different countries? The term heritage indicates all the objects, historical monuments, landscapes, or traditions of a country. There is the classification of these elem…
LAS REDES SOCIALES VIRTUALES Y LAS MARCAS: INFLUENCIA DEL INTERCAMBIO DE EXPERIENCIAS eC2C SOBRE LA ACTITUD DE LOS USUARIOS HACIA LA MARCA
2013
RESUMENFrente a la irrupción de los nuevos medios de comunicación digital, las marcas se enfrentan al desafio de encontrar nuevos formatos, tonos y contenidos que capturen la atención de los usuarios que navegan por las redes sociales. Este artículo indaga la eficacia publicitaria de las campañas en redes sociales virtuales (actitud hacia el anuncio, actitud hacia la marca e intención de compra) utilizando el Modelo de Mediación Dual y el MOA (motivación, oportunidad, habilidad). Los resultados constatan la influencia que el intercambio de experiencias eC2C (experiencias online entre consumidores) tiene en la actitud hacia la marca y de ésta en la intención de compra y en el eWOM (boca a oí…
Motivational drivers of behavioral online brand engagement in content consumption context : examining brand commitment and trust in online content as…
2015
The Internet has become increasingly important for companies in recent years. However, online environment possesses many challenges for both managers and researchers. Moreover, it is not until recently engagement concept has begun to emerge in the marketing literature. However, it is known that engagement has a strong influence on many favorable customer outcomes. Thus, engagement is a fruitful research topic in online environment. The purpose of this explanatory study is to examine behavioral dimension of online brand engagement in context of content consumption. This study examines the effects of five motivational drivers (community, information, entertainment, identity, and remuneration)…
El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia d…
2013
ResumenEl presente trabajo plantea como objetivo conocer cómo afecta la imagen de marca privada a la formación del valor de marca del establecimiento; en el estudio de esta relación cobra especial consideración la posible influencia del conocimiento de la marca privada como oferta propia del establecimiento. Desde una perspectiva empírica, se analizan los establecimientos Decathlon, a partir de la opinión de 300 consumidores. Los resultados obtenidos en la investigación muestran la importancia de fortalecer una imagen de marca privada positiva y favorable, como medio para la construcción de una sólida imagen de la tienda que, a su vez, también repercute en la creación del valor del establec…
New Challenges of Economic and Business Development – 2012 : Conference Proceedings (May 10 - 12, 2012, Riga, University of Latvia)
2012
Support for Conference Proceedings by ERAF Project "Support for the international cooperation projects and other international cooperation activities in research and technology at the University of Latvia" No. 2010/0202/2DP/2.1.1.2.0/10/APIA/VIAA/013
When brands get branded
2009
Recent perspectives on branding have claimed that consumers establish relationships with brands (Fournier, 1998). According to this view, one has also to consider that — similar to human relationships — transgressions may occur in such a relationship. Brand misconduct describes a brand's behaviour that consumers do not agree with, e.g. Coca-Cola's introduction of the so-called New Coke in the eighties. After an introduction and definition different forms of misconduct are distinguished. The possible consequences, how the company can react to brand misconduct and, ultimately, the implications for branding theory development are examined.
Brand extensions in the platform countries of Asia – Effects of fit, order of market entry and involvement
2012
More and more Western companies understand that Asian markets offer great opportunities to export goods and services. In addition many investment approaches made to Asian markets take place by entering such markets via so-called platform countries (for example Hong Kong and Singapore), as they serve as a bridge to the Asian market and offer an interesting learning base, with consumers cultural behavior being essentially Asian but with strong Westernized influences. As brand extension research has proved to be of major importance for international companies, we examine the effects of fit, order of market entry and involvement on brand extension evaluations in these platform countries. Althou…
Does “Liking” Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
2017
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? The authors disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers' preexisting fondness for brands, and these are the same regardless of when and whether consumers “like” brands on social media. In addition, we explore possible second-order effects by examining whether “liking” brands might cause consumers' friends to view that brand more favorably. When consumers see that a friend has “liked” a brand, they are less likely to buy the brand relative to when they learn that a friend genuinel…
Factors contributing brand attitude in advergames: Entertainment and irritation
2012
The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergraduate and postgraduate students after playing to a real casual advergame. The results show that entertainment is the main driver of brand attitude although irritation also exerts a significant effect on brand attitude due to perceived intrusiveness that, in turn, is determined by incongruence. The study provides useful managerial implications for co…