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12 de jul. de 2013 · This article presents an organic view of the brand (OVB); a BVCC model. The OVB argues that brands are organic entities because they are built together with various stakeholders and many parts of this process are beyond the control of the organisation.
22 de nov. de 2019 · Brands are a fact of everyday life and an omnipresent reality for consumers. Understanding how consumers respond to brands—what they think and feel and how they act toward them—is a critical aspect of consumer research.
1 de sept. de 2013 · Based on the fieldwork, this article presents an organic view of the brand (OVB), and a resulting brand value co-creation framework that develops earlier brand models.
1 de nov. de 2022 · This integrative review sheds light on these emergent brand perspectives both within collaborative brand co-creation (nurtured branding, negotiated branding, open-source branding) and in the non-collaborative form of brand co-creation (brand hijacking).
25 de abr. de 2018 · In contrast, brand-as-supporter increases the extent to which consumers view the brand as enhancing their agency in identity expression, thus leading to more favorable evaluations of an anthropomorphized (vs. nonanthropomorphized) brand.
15 de may. de 2021 · By disregarding the promissory core of brands, the traditional view, we argue, leaves brand managers at the risk of overlooking the pluralistic ethical values implicated in branding activities.
Brand management has evolved from its original focus on product differentiation (for example, Aaker, 1996) to new perspectives that include service brands (for example, Berry, 2000) and corporate brands (for example, Balmer, 1995).
