2017
DOI: 10.1007/978-3-658-13561-4
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Identity-Based Brand Management

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Cited by 17 publications
(12 citation statements)
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References 115 publications
(137 reference statements)
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“…headphones and speakers), as in Study 2, the dual-product strategy is more beneficial in heightening brand attitudes. These findings are consistent with the newness confirmation model of von Weizsäcker (1974), which shows that a moderate fit between incoming and existing brand information helps to maximize the communication impact of the promotional campaign (Burmann et al, 2017;Picot et al, 2008).…”
Section: Discussionsupporting
confidence: 89%
See 1 more Smart Citation
“…headphones and speakers), as in Study 2, the dual-product strategy is more beneficial in heightening brand attitudes. These findings are consistent with the newness confirmation model of von Weizsäcker (1974), which shows that a moderate fit between incoming and existing brand information helps to maximize the communication impact of the promotional campaign (Burmann et al, 2017;Picot et al, 2008).…”
Section: Discussionsupporting
confidence: 89%
“…Thus, the similarity between selected products might eliminate the suggested differences in brand attitudes between single-and dual-product conditions, as repetition might result in the assimilation of new information while not altering existing mental schema (Salinas and Pérez, 2009;Park et al, 1993). This is consistent with the theory of pragmatic information (von Weizsäcker, 1974), which suggests that when individuals are exposed to information with a high degree of redundancy, the communication impact on brand image is nominal, as they are involved in confirming existing knowledge and no brand dynamization occurs (Arnhold, 2010;Burmann et al, 2017). However, the results might be different if focal products represent completely different product categories.…”
Section: H5supporting
confidence: 81%
“…Brand management scholars conceptualized brand identity in general, and the identity of a place, specifically, in multiple, sometimes confusing and contradictory, ways (Skinner, 2008). Nevertheless, most researchers identified the personality of a brand as one building block of brand identity (Aaker, 1996; Burmann et al, 2017; De Chernatony, 1999; Greyser and Urde, 2019), and this has also been confirmed in the context of places (Taecharungroj, 2019). There is also the common understanding that residents are important ambassadors of a place, which implies that the personality of a place brand or city brand is dependent on the people living in that city.…”
Section: Resultsmentioning
confidence: 99%
“…Brand awareness menyangkut kemampuan konsumer untuk mengidentifikasikan brand, mengatribusinya pada kategori produk, hingga mengukuhkannya sebagai satu-satunya representasi dari kategori itu (Burmann et al, 2017). Burmann et al (2017) mengutip Aaker, brand awareness diukur dengan: (1) brand recall, yaitu kemampuan orang untuk mengingat trademark, logo, atau kombinasi dari kedua hal itu; (2) brand recognition, yaitu kemampuan mengenali yang terkait dengan akustik (bunyi) atau bantuan visual; dan (3) brand familiarity yang bisa dilihat dari perasaan subjektif untuk merasa familiar dengan satu brand tertentu.…”
Section: Brand Awarenessunclassified
“…Brand awareness menyangkut kemampuan konsumer untuk mengidentifikasikan brand, mengatribusinya pada kategori produk, hingga mengukuhkannya sebagai satu-satunya representasi dari kategori itu (Burmann et al, 2017). Burmann et al (2017) mengutip Aaker, brand awareness diukur dengan: (1) brand recall, yaitu kemampuan orang untuk mengingat trademark, logo, atau kombinasi dari kedua hal itu; (2) brand recognition, yaitu kemampuan mengenali yang terkait dengan akustik (bunyi) atau bantuan visual; dan (3) brand familiarity yang bisa dilihat dari perasaan subjektif untuk merasa familiar dengan satu brand tertentu. Semua manifestasi brand awareness secara fundamental memiliki relevansi dengan keputusan seorang konsumer untuk membeli brand (Burmann et al, 2017).…”
Section: Brand Awarenessunclassified