Given the increasing complexity of the neuromarketing doctrine, the proposed approach could be useful for improving the understanding of brand image from an interdisciplinary perspective. This study provides theoretical framework on brand image and neuromarketing. Mor...
The remainder of the paper begins by presenting the theoretical framework of the study. This is then followed by a literature review of the main constructs and hypotheses development. Next, the research methodology and findings are presented. The paper concludes by discussing theoretical and ...
(2010). "Brand and Image: the strategic factors in Destination marketing", International Journal of Leisure and Tourism Marketing, vol.1, n.4: 358-377.Della Corte, V., Paris, A., Zamparelli, G., 2010. Brand and image: the strategic factors in destination marketing. Int. J. Leis. ...
The existing literature on the causality between university website, customer value co-creation behaviour, university brand image and reputation are revised. The conceptual framework and research hypotheses are presented. The next section method and methodology employed in this study are explained. ...
Full size image Hypothesis framework Based on the revelation by Benitez et al. (2017), consumers’ assessment and appraisal of new services or products launch are based on existing images in the market. Every effort the firm and organizations or companies put towards CSR implementation can improve...
perceptions about a brand (Vallaster and Wallpach2013). On the one hand, it integrates brand identity as the internal perspective of the brand (Balmer and Greyser2006), on the other hand, it incorporates brand image and brand reputation, which reflect the views of the external audience of ...
brand theoretical framework by integrating both attitudinal compo- nents (cognitive and affective) and investigates their effects jointly on business school corporate brand image and consumer behavioral re- sponse. Incorporating both affective and cognitive brand attributes in an attempt to understand the ...
Moreover, the act of acquiring and utilizing masstige brands to project a certain social status and image among peers can lead to brand happiness due to the social relationships reinforced through consumption (Kumar et al., Citation2021; Nobre et al., Citation2023). Thus, understanding this ...
Third, there is the consumer’s perceptions of the brand’s activism: do consumers perceive that the activist message is aligned with the brand’s image, communication, and corporate practice? This latter dimension is often referred to as authenticity. Following these guidelines, responses to brand...
However, the brand image projected by a firm might not be the same brand image perceived by consumers (Cretu and Brodie, 2007; Dobni and Zinkhan, 1990a, 1990b; Rodrigues and Krishnamurthy, 2016; Roy and Banerjee, 2014). Show abstract Art as a means to recreate luxury brands’ rarity ...