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   Articles with "brand positioning" as a keyword



Work “for” you or work “with” you: The effect of candidate's positioning on donation reception

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recommendations! Published in 2024 at "Journal of Consumer Behaviour"

DOI: 10.1002/cb.2362

Abstract: Donations are a well‐studied area in consumer research, but our understanding of political donations is limited. Because the motivations for donating to charity and political candidates are different, we use branding perspectives to investigate this… read more here.

Keywords: effect; work; brand positioning; donation ... See more keywords

The 'mental topography' of the Shanghai city brand: A netnographic approach to formulating city brand positioning strategies

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recommendations! Published in 2017 at "Journal of Destination Marketing and Management"

DOI: 10.1016/j.jdmm.2016.12.005

Abstract: Abstract Research has documented that social media facilitated word-of-mouth has become the most influential city brand communication channel. This online ethnography of the the Shanghai city brand experience applies a predetermined, 16-dimensional construct as the… read more here.

Keywords: topography; brand positioning; city; brand ... See more keywords

‘A huge political experiment’ – exploring the political brand positioning of political parties in Jersey from an internal-external perspective’

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recommendations! Published in 2024 at "Journal of Marketing Communications"

DOI: 10.1080/13527266.2024.2361657

Abstract: ABSTRACT A political brand aims to project a differentiated and identifiable position in the minds of voters. However, there is limited understanding on the envisaged and realised positioning of political ‘party’ brands particularly in under-explored… read more here.

Keywords: political brand; parties jersey; political parties; brand ... See more keywords

Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation

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recommendations! Published in 2022 at "Frontiers in Neuroscience"

DOI: 10.3389/fnins.2022.901123

Abstract: Grounded on the cognitive consistency theory, this paper adopts the prime-probe paradigm and Electroencephalography (EEG) experiment to examine the impact of country-of-origin (COO) stereotypes-brand positioning congruence on consumer behavior, the boundary effect of brand positioning… read more here.

Keywords: congruence; effect; brand positioning; stereotypes brand ... See more keywords