Corporate Image
Exploring The Relevance Of Brand Identity Within A Context Of Co-Creation
The co-creation perspective has led to the apparent convergence of the notions of brand and brand identity (BI), both increasingly conceptualized as process-based and consumer-driven. Such a Read More »
Author: Catherine Da Silveira, Cláudia Simões, Carmen Lages, Sally Dibb
Contributor: eb™ Research Team
I’ll Keep The Cuddly One: Effects Of Cuteness Versus Elegance On Product Retention
Despite the existence of several successful cute-looking products in the marketplace, such as the Volkswagen Beetle or the numerous Hello Kitty accessories, it seems that marketers still prefer Read More »
Positive Brand Inferences From Processing Disfluency
Despite the widespread use of acronyms in branding (e.g., IKEA, WWF), little is known in terms of how consumers perceive them. According to research on processing fluency, easy-to-pronounce acronyms Read More »
Lifestyle Brands: The Elephant In The Room
Lifestyle brands (LBs) address consumers’ core values through both their tangible and symbolic qualities. In using them, consumers hope to possess and project the values and qualities that these Read More »
Brand Consensus And Multivocality: Disentangling The Effects Of The Brand, The Consumer, And The
Branding research and practice offer two contrasting perspectives on how much control managers have over brand meaning (Allen, Fournier, & Miller, 2008). The most established tradition positions Read More »
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