scholarly journals Brand Image Models of Non-Durable Products: An Exploratory Study

2021 ◽  
Vol 15 (2) ◽  
pp. 119
Author(s):  
Nitin Kumar Saxena ◽  
Upinder Dhar
Keyword(s):  
Exploratory Study ◽  
Brand Image ◽  
Durable Products ◽  
Image Models

Crafting a legacy: investigating the retired athlete brand image

2019 ◽  
Vol 20 (3) ◽  
pp. 390-406
Author(s):  
Olzhas Taniyev ◽  
Brian S. Gordon
Keyword(s):  
Exploratory Study ◽  
Design Methodology ◽  
Empirical Investigation ◽  
Brand Image ◽  
Consumer Loyalty ◽  
Structured Interviews ◽  
Content Type ◽  
Brand Promotion

Purpose The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes. Design/methodology/approach In total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews. Findings The findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona). Originality/value While the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding.

Giving Brand Image to a Nation

2017 ◽  
pp. 979-998
Author(s):  
Bintang Handayani ◽  
Basri Rashid
Keyword(s):  
National Identity ◽  
Behavioral Intention ◽  
Exploratory Study ◽  
Brand Image ◽  
Image Theory ◽  
Nation Brand ◽  
Tourism And Hospitality

Adapting Keller's brand image theory (1993), this paper presents an exploratory framework for giving brand image to a nation. Utilizing unstructured interviews, the result suggests that tourism and hospitality attributes can be used for giving brand image to a nation and behavioral intention. Specifically, the result denotes that the perceived brand image of a nation is formed according to tourists' cognitive and affective beliefs, which at the end; influence the action to recommend to others and/or for repeat visitation. In addition, the “pretentious” nation brand campaign and national identity found in this exploratory study should be focused upon as variables for further research and testing the framework.

Giving Brand Image to a Nation

2015 ◽  
pp. 339-358
Author(s):  
Bintang Handayani ◽  
Basri Rashid
Keyword(s):  
National Identity ◽  
Behavioral Intention ◽  
Exploratory Study ◽  
Brand Image ◽  
Image Theory ◽  
Nation Brand ◽  
Tourism And Hospitality

Adapting Keller's brand image theory (1993), this paper presents an exploratory framework for giving brand image to a nation. Utilizing unstructured interviews, the result suggests that tourism and hospitality attributes can be used for giving brand image to a nation and behavioral intention. Specifically, the result denotes that the perceived brand image of a nation is formed according to tourists' cognitive and affective beliefs, which at the end; influence the action to recommend to others and/or for repeat visitation. In addition, the “pretentious” nation brand campaign and national identity found in this exploratory study should be focused upon as variables for further research and testing the framework.

scholarly journals La Perception De L’image De Marque Automobile: Étude Qualitative Exploratoire Auprès Des Consommateurs De La Ville d’Agadir

2018 ◽  
Vol 14 (25) ◽  
pp. 76
Author(s):  
Mohammed Hicham Hamri ◽  
Amira Qanqom
Keyword(s):  
Qualitative Study ◽  
Exploratory Study ◽  
Brand Image ◽  
Automotive Sector ◽  
Field Of Study ◽  
Individual Interviews ◽  
Étude Qualitative ◽  
Etude Qualitative

This paper focuses on conducting an exploratory study that allows us to discover how people in Agadir city can construct an image of an automobile brand. Indeed, in the automotive sector, brands are very important and the image is one of the priorities to last on the market. As a result, a lot of companies have attached a significant importance to the measurement of their brand image to consumers. In this study, we are going to base our work on the main typologies of brand image, namely Korchia (2001), which allows its measurement. Also, we will take a case study of them in regards to our field of study. At the end of this paper, we aim to design our own typology. For that purpose, we conducted a qualitative study, by individual interviews. As a conclusion, this work is dedicated to develop a brand image typology, specific to automotive sector, and adapted to Agadir city consumers.

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