Corporate Image
Emotional Counter-Conditioning Of Brand Attitudes
We investigate a situation when a brands’ image suffers from negative emotional associations, such as for the Škoda car brand in the UK, which presumably was associated with embarrassment Read More »
Author: Vincent Nijs, Eva Walther, Jana Moeller, C. Miguel Brendl
Contributor: eb™ Research Team
When Consumers Meet Humanized Brands: Effect Of Self-construal On Brand Anthropomorphism
Anthropomorphism is the attribution of humanlike characteristics, motivations, intentions, and emotions to nonhuman objects (Epley, Waytz, and Cacioppo 2007). It enables a brand to assume a social Read More »
Author: Meng-Hua Hsieh, Shailendra Pratap Jain, Xingbo Li, Vanitha Swaminathan
Contributor: eb™ Research Team
A Closer Look At Halal Brand Image: Systematic Review And Future Directions
Purpose – Halal brands are crucial in driving the growing global Islamic economy. Despite the importance of brand research and the rich brand literature, there has yet to be a comprehensive study Read More »
Investigating Brand Identity Transfer In Brand Experience Through Instore And Online Channels
Purpose: The concept of brand identity has gained increased interest in recent years from both researchers and practitioners. Despite that, there have been no studies so far linking brand identity to Read More »
Author: Natasha Boella, Ieva Gurviciute, Daria Gîrju, Victoria Rocha
Contributor: eb™ Research Team
AN ASSESMENT OF BRAND REPUTATION AS AN ATTITUDINAL CONSTRUCT AT NIKE: A FEMALE CONSUMER PERCEPTION
Brand reputation has received the attention of many scholars and practitioners because it is central to the success of organisations of all kinds, and an intangible asset with no substitute. In the Read More »
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