The 'mental topography' of the Shanghai city brand: A netnographic approach to formulating city brand positioning strategies
Sign Up to like & getrecommendations! 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
Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation
Sign Up to like & getrecommendations! 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