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brand Tag

Green brands are, first of all, brands. Therefore, we need to base our analysis in the brand concept. Brands are meaningful systems, incorporating values, ideas, associations, feelings and emotions which constitute a more or less cohesive identity [51, 52, 53]. With this in mind, brands...

Brand orientation refers to “an approach in which the processes of the organization revolve around the creation, development, and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantage” (Urde, 1999, p. 117). It is a...

The brand is very important for the company as it depicts the identity and the image of the company itself. Before the companies can achieve the brand equity level or want to sustain their brand equity, it is crucial for them to consider about the...

The literature on sponsored content is relatively comprehensive. There are different understandings and definitions of sponsored content that often correspond to the topic of the respective study. This study follows the definition of Boerman and colleagues (2014, p. 215) describing sponsored content as “(…) the...

Brand love is defined as a consumer's emotional attachment to and identification with a particular trade name or a brand (Aro et al., 2018; Carroll and Ahuvia, 2006). Brand love encompasses an individual consumer's passion and excitement with a brand. Emotional attachment to a brand...

A brand provides both functional and experiential values which are often resulted from brand experience (Cleff et al., 2014). Brand experience refers to consumers' purchase and consumption experiences with the brand and the organization, as well as to the brand influence on non-consumers (Khan and...

Social media provides an opportunity for services to strengthen branding and connect to customers. In particular, marketers encourage customers to engage with brand content in order  to  build  better  brand awareness, loyalty and relationships (Hajli, Shanmugam, Papagiannidis, Zahay, & Richard, 2017). Thus, one of the...

Brand names can send signals on product quality, performance, reliability, and reputation (Aaker, 1997; Brexendorf, Bayus, & Keller, 2015). These signals may help shape brand identity in consumers' minds (Bhattacharya & Sen, 2003). Consumers often use brands to signal to others that they possess a...

Brand signature is an original, distinctive design based on the brand personality and identity that is carried across all brand communications. It comprises the essential communication, distinctiveness, and enduring features of a brand, which can reflect a brand’s image and reputation (Henderson and Cote, 1998;...

Community marketing brings the unique opportunity to put together the best bits of thought leadership, content marketing and social media, with a real focus on people. Community marketing is a strategy that involves forming an engaging brand presence in order to interact with a community of...