Building brand identity in competitive markets: a conceptual model

This paper examines the nation brand image notion. Literature review is employed as the method to develop the conceptual model. This paper suggests that the multifaceted nature of a nation can be covered in the nation brand image. In addition, the theoretical relationship between national brand identity, national identity, tourism brand and nation brand image and is also explored. This paper eventually proposes a conceptual model of nation brand image and suggests that future research include the multi elements of national brand identity and national identity as the components of nation brand image. Keywords: Conceptual model, nation brand image.

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Modelo Conceptual integrativo de Destination Branding: teste empírico no Porto e Norte de Portugal

PASOS Revista de Turismo y Patrimonio Cultural ◽

10.25145/j.pasos.2015.13.059 ◽

2015 ◽

Vol 13 (4) ◽

pp. 865-874

Author(s):

Pedro Costa Carvalho ◽

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Ana Maria Pinto Lima Vieira Brites Kankura Salazar ◽

Paulo Matos Graça Ramos ◽

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...

Keyword(s):

Conceptual Model ◽

Brand Image ◽

Perceived Quality ◽

Brand Identity ◽

Brand Associations ◽

Destination Branding ◽

Tourist Destinations

The current study aims to develop and test a new conceptual model for destination branding, including and integrating the concepts of brand identity (brand associations), brand image, perceived quality, satisfation and loyalty. This study hypothesizes relationships among this constructs. This article aims to contribute to the conceptualization of destination branding that is identified as critical concept to the competitiveness of tourist destinations

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Corporate brand identity and employee brand citizenship behaviour: A conceptual framework

The Marketing Review ◽

10.1362/146934719x15633618140783 ◽

2019 ◽

Vol 19 (1) ◽

pp. 51-84

Author(s):

Hasan Gilani

Keyword(s):

Conceptual Framework ◽

Conceptual Model ◽

Services Marketing ◽

Corporate Identity ◽

Internal Communication ◽

Brand Identity ◽

Corporate Brand ◽

Corporate Brand Identity ◽

The Impact ◽

Brand Citizenship Behaviour

This research paper aims to explore and identify the impact of corporate identity on brand citizenship behaviour within retail organisations. The study analyses the influence of corporate identity of an organisation, and more particularly on the employees' desire to engage in brand supporting behaviours. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity - resulting as determining influences on employee behaviour intentions. These relationships are presented as a conceptual model that depicts the influence of corporate identity on employee brand citizenship behaviours. The study makes contributions to the employee branding, services marketing, and organisational citizenship literature, but its main contribution is to extend the corporate identity literature into a new area of employee behaviour through internal communication.

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Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Sustainability ◽

10.3390/su12083391 ◽

2020 ◽

Vol 12 (8) ◽

pp. 3391 ◽

Cited By ~ 1

Author(s):

Yanhui Mao ◽

Yao Lai ◽

Yuwei Luo ◽

Shan Liu ◽

Yixin Du ◽

...

Keyword(s):

Conceptual Model ◽

Purchase Intention ◽

Brand Image ◽

Brand Personality ◽

Critical Role ◽

Brand Identity ◽

Purchase Behavior ◽

Equation Modeling ◽

Flow Experience ◽

Brand Communication

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.

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