Search results for " brand"

Advocacy participation and brand loyalty in virtual brand communtity

2014

Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virtual brand communities. The results show that the VBC members’ advocacy participation is strongly contributed by the community’s ability to promote reciprocal and personal use experience, which also directly affects the members’ brand satisfaction. The results further show that advocacy participation a…

Opiskelijan brändisuhteen kehittyminen Jyväskylän ammattikorkeakouluun

2015

Branding4Resilience: Explorative and Collaborative Approaches for Inner Territories

2022

This article analyzes inner and marginal territories in four Italian peripheral contexts by first discussing some of the results and future steps of the “B4R Branding4Resilience” research project, funded by the Italian Ministry of Research from 2020 to 2023. The overall research is based on three phases: (1) the exploration phase to analyze socio-economic data and territorial dynamics; (2) the co-design phase involving local actors to develop ideas for a selected pilot case; (3) the co-visioning phase where a future transformative perspective for the whole area was shared with the institutions. The article focuses on phase 1 and presents some first results achieved by the application of a m…

The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender

2019

The impact of Integrated Marketing Communications (IMC) has not received sufficient attention in the tourism marketing literature. The objective of this paper is to propose and empirically test a m...

CO-CREATING THE PLACE BRAND OF FINNISH LAPLAND : Mental associations and visual representations

2019

Master's thesis Innovative governance and public management ME523 - University of Agder 2019 Brands are living in an era of customer-centric life where alltheir potential, present and former customers are regardedas co-creators. The center of attention is in customers’ daily lives and they have an enormous amountofpower to influence on brands.Social media hasaccelerated the pace of communication and this has connected also cities and counties into the new brand co-creation paradigm. Places have adopted branding practices from the business world to persuadepeople to move, do business or travel in their area. In Finland, Lapland has been one of the first counties to execute place branding act…

Customer brand engagement : affection to brand usage intent and moderating effect of brand experience

2015

Customer engagement is a relatively new area in the marketing literature and academic research has only shortly studied the nature of customer engagement. Despite the slight research numerous work have recognized the growing attention of customer brand engagement and consequently Marketing Science Institute has listed it as one of its key research priorities. Another important research interest which highly affects to customers satisfaction and loyalty, is brand experience. The indirect effect of brand experience to the relationships between customer brand engagement and its consequences are insufficiently examined and therefore in this study brand experience is used as a moderator factor. …

Corporate identity and internal implementation of a corporate brand

2011

Companies cannot build their strategy on predictable markets anymore ‐ all organizations nowadays need to adapt to change. In the heart of the change lies organizations identity. Corporate identity is closely related to corporate branding. This study focuses on a situation of change in a company with multiple identities. The case organization used to operate under several product and company brands that were merged into one and began building a coherent corporate brand. The theory part presents the concepts of brand, identity and identification. Building a corporate brand involves everyone in the organization, so the employees are treated as brand ambassadors. The internal aspect of the bra…

Paths to purchase : the role of the online environment and the fluctuation of customer brand engagement

2016

Customers´ paths to purchase are constantly developing due to digitalization. Online channels enable customers to guide their own decision processes more than ever. When understanding the complex buying journeys, companies can gain competitive advantage. Another current and interesting phenomena in the field of marketing lies in a fairly new concept called customer brand engagement (CBE). The nature of CBE has been studied to some extent, but further research is needed, especially on fluctuation, since most research focuses on observing CBE levels during a specific context and time. The aim of this research is to create insight into the customer decision-making process and CBE. The focus is…

Would you mind your language, please? : Consumer Incivility on Social Media Platforms

2022

Consumer incivility on social media platforms has recently gained the attention of academic researchers. However, few studies have presented the role that consumer incivility plays in forming social media perspectives (e.g. experiencing uncivil comments or rude replies on Facebook, Twitter and Instagram). Using the stimulus-organism-response theory, this study investigated the impacts of consumer incivility on social media brand representatives’ efforts to deal with it, social media brand community participation and social media brand trust. The study also investigated the influence of social media brand representatives’ efforts to deal with consumer incivility on social media brand communi…

Motivational drivers of customer brand engagement and its effect on share of wallet in a social media context

2014

In recent years, many companies have used social media as part of their marketing and brand building activities. The rise of social media has strengthened the need for customer activation and engagement. Customer brand engagement offers companies multiple positive outcomes, such as satisfaction, trust, loyalty, and empowerment, which potentially facilitate successful business performance. The idea of engagement is relatively new in the marketing literature, and academic research has only minimally examined the potential for growth presented by engaging customers. However, numerous researchers have recognized the growing academic interest in customer brand engagement, as evidenced by the Mar…