Brand, Identity and Reputation: Exploring, Creating New Realities ...

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10. Ewing. M. and Shepherd. I (1995). Renaissance: a case study in brand revitalization and strategic realignment. The Journal of Product and Brand Management, 4 (3), 19-27. 11. Folger, R. and Cropanzano, R. (1998). Organisational Justice and Human Resource Management, California: Thousand Oaks Sage. 12. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research, Journal of Consumer Research, 24 (March), 343- 374. 13. Gobe, M. (2001). Emotional Branding: The New Paradigm for Connecting Brands, London: Allworth Press. 14. Holt, D. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 4 (2), 324-336. 15. Hooley, G. and Saunders, J. (1993). Competitive Positioning: The Key to Market Success, Hertfordshire: Prentice Hall. 16. Keller, L. K. (1999). Managing brands for the long run: brand reinforcement and revitalization strategies. California Management Review, 41, 3, 102-124 17. Lamons (2004). The need for brand evaluation, Marketing News, 44 (1), 67-69. 18. Lehu, J. (2004). Back to life! Why brands grow old and sometimes die and what managers then do: an exploratory qualitative research put into the French context. Journal of Marketing Communications, 10, 133-152. 19. Roberts, K. (2008). The Lovemarks Effects: Winning the Consumer Revolution, London: Saatchi and Saatchi. 20. Roese, N. (1997). Counterfactual thinking, Psychological Bulletin, 121 (1), pp. 133-148. 21. Saunders, J. and Jobber, D. (1994). Product replacement: strategies for simultaneous product deletion and launch. Journal of Product Innovation Management, 11 (5), 433-450 22. Simms, C. and Trott, P. (2007). An analysis of the repositioning of ―BMW Mini‖ brand. Journal of Product and Brand Management, 16/5, 297-309 23. Strauss. A. and Corbin, J. (1998). Basics of Qualitative Research: Techniques and Procedure for Developing Grounded Research, USA, Sage. 24. Stuart, H. and Muzellec, L. (2004). Corporate Makeovers- Can a Hyena be Rebranded? Journal of Brand Management, 11 (6), 472-482. 25. Thompson, J., Rindfleisch, A. and Zeynep, A. (2006). Emotional branding and the strategic value of the doppleganger brand image, Journal of Marketing, 70 (1), 50-64. 26. VanAuken, B. (2010). BP: Beyond petroleum or broken promise? June 28, assessed http://www.brandingstrategyinsider.com/2010/06/bp-beyondpetroleum-or-broken-promise.html 27. Wansink, B. and Huffman, C. (2001). Revitalizing mature packaged goods. Journal of Product and Brand Management, 10, 4, 228-242. 28. Weinberger, M. (1986). Products as targets of negative information: some recent findings, European Journal of Marketing, 20 (3-4), 110 -128. 29. Yin, R. (2003). Applications of case study research, 2 nd ed, New York: Sage. 30. Zaltman, G. (2003). How customers think: essential insight into the mind of the market, U.S.: Harvard Business Press. Appendices Figure 1: Dove Functional Advertising 226
Figure 2: Doves Real Beauty Billboard Campaign Figure 3: Image from Dove advertising ―the truth is clear‖ (2010) Advertisement available at http://www.youtube.com/watch?v=UQYPC_mRLWc 227
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
Page 175 and 176: Importance of Country Image to Mega
Page 177 and 178: Table 1: Evaluative Responses for t
Page 179 and 180: To be Similar or Unique? Implicatio
Page 181 and 182: Brown, T. J., Dacin, P. A., Pratt,
Page 183 and 184: A brand-driven strategy oriented to
Page 185 and 186: Rheingold, H. (1993). The Virtual C
Page 187 and 188: A Framework for Public Sector Brand
Page 189 and 190: Conclusion Public sector organisati
Page 191 and 192: A strategic investigation into the
Page 193 and 194: There are also some changes in term
Page 195 and 196: Brand Hypocrisy Sanne Frandsen, Cop
Page 197 and 198: Table 1: Empirical Findings Theory
Page 199 and 200: Brand Governance in Social Networki
Page 201 and 202: Determinants Brand Orientation Va
Page 203 and 204: When Individual Experience becomes
Page 205 and 206: Impact of Storytelling on Consumer
Page 207 and 208: The Role of Communication in Establ
Page 209 and 210: Culture‘s Influence on Consumer P
Page 211 and 212: + Top-Down Dynamic between Luxury F
Page 213 and 214: Analysis and results We assessed th
Page 215 and 216: An Exploration of Own Brand Retaile
Page 217 and 218: 11. ETI 2010. Ethical Trading Initi
Page 219 and 220: When investigating unique significa
Page 221 and 222: Session 8.2 Closing the Gaps - the
Page 223 and 224: accomplishing reality rather than d
Page 225: Reddy, 1998, p.40). As a result, br
Page 229 and 230: Literature review, as a complete re
Page 231 and 232: Segmenting McDonalds: Measuring Bra
Page 233 and 234: A simple eyeballing of the segment
Page 235 and 236: Segment 2 Segment 3 Segment 4 235
Page 237 and 238: Session 8.3 Brand Attitudes and the
Page 239 and 240: when preceded with the related conc
Page 241 and 242: What keeps smokers from quitting? U
Page 243 and 244: Table 1: Description of the cigaret
Page 245 and 246: Exploring differences in product at
Page 247 and 248: Based on the results some general c
Page 249 and 250: Data was collected by independent j
Page 251 and 252: Sonic branding: A review of literat
Page 253 and 254: How is green seen? Exploring the im
Page 255 and 256: were in evidence. The inability to
Page 257 and 258: Generally speaking, people use exte
Page 259 and 260: How Retail Banks Use Atmosphere to
Page 261 and 262: Actually, we don‘t feel constrain
Page 263 and 264: Introduction Reputation and Financi
Page 265 and 266: Chun, R. & Davies G. (2009). Employ
Page 267 and 268: Identity, Reputation and Organizati
Page 269 and 270: Introduction Factors Affecting Bran
Page 271 and 272: A quiet important approach then bec
Page 273 and 274: 27. Gentry, C.R., ―Building on Br
Page 275 and 276: Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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