Amir Zakaria Consulting Group | Consumer
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Consumer Tag

The term user-generated content is used broadly and can be applied to very different media types, which can be a problem when trying to compare different user-generated content studies with each other. One form of user-generated content that has been researched are reviews, with studies...

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...

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...

Corporate Branding Branding in corporate context, can be defined as "systematically planned and implemented process of creating and maintaining a favourable image and consequently a favourable reputation for the company as a whole by sending signals to all stakeholders and by managing behavior, communication, and symbolism"...

Branding is an effective tool for companies to identify and differentiate products or services in consumers' minds. Branding is a marketing strategy widely used to improve firm performance (Hsu, Oh, & Assaf, 2011; Liu et al., 2012; Mizik, 2014). The literature highlights building a strong...