Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 5 of 5 for “"brand personalities"”.
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The influence of brand personalities on consumers:exploring the moderating role of implicit self-theories.
… shown that consumers often prefer and choose brands with appealing personalities in an attempt to affirm and enhance their sense of self (Escalas and Bettman 2003; Swaminathan, Stilley, and Ahluwalia 2009). However, this line of research has not examined actual brand use, and has not tested …
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Fashion Bloggers as Human Brands: Exploring Brand Personality within the Blogosphere
… fashion bloggers into its marketing and branding strategies, the degree to which bloggers influence consumer engagement is questioned. Thus, this study drew on Aaker’s five brand personality framework (human-like attributes of a brand) to analyze fashion bloggers as human brands. While …
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New Media Engines of Global Pharmaceuticalization: An Analysis of Top-Grossing Pharmaceutical Corporations
… Twitter. Pharmaceutical corporations establish brand personalities and trust by adjusting well-established DTCA tactics to fit the format of tweets. This is reinforced with Direct-to-Consumer Interaction (DTCI), the formal and informal interactions with patient-consumers that take shape in reply …
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Humanizing Digital Experiences: Three Essays on the Design of Digital Entities
Marketing and branding efforts have shifted from broadcast media, as in magazines or television, toward bi-directional/conversational media. Firm representatives are increasingly digital, and thus dynamic, autonomous and personalizable. Rooted in the shift in marketing practice, this dissertation …
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The influence of social media marketing on the rise of emerging African Language repertoires in South African digital communication
… This landscape presents an opportunity for brands to foster inclusive communication with and amongst diverse communities. As global communication increasingly becomes digitalised, social media is rapidly growing as an easily accessible communication platform for social engagements and …