211 research outputs found
Brand engagement into self‐concept and culture: a literature review for a future research agenda
No full textThe paper structures the recent literature on brand engagement into self-concept (BESC) and its antecedents (i.e. materialism and status consumption). The research aims to define future research directions on BESC based on consumers’ cultural orientations formulated in Hofstede’s model of cultural dimensions. Bibliometric analysis with the visualisation of similarities (VOS) method and content analysis in the form of thematic analysis were used to examine the research landscape and select the main research fronts on BESC, materialism, status consumption, and cultural dimensions. The data were collected from The Web of Knowledge and Scopus and cross-checked with EBSCO. The recognition that consumer culture contributes to the brand marketing drives companies to engage with their consumers focusing on the self-concept. This study advances the theme of the importance of BESC and culture. It proposes future research directions on cultural dimensions and BESC to develop an understanding of the core drivers and the consequences of BESC among consumers. The findings contribute to developing more effective branding and communication strategies across diferent cultures. The study is limited to three selected databases and Hofstede's cultural dimensions model as a culture metric
WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions
No full textThe present research conceptualizes customer care activities as the process through which retailers satisfy consumers' needs by means of a set of interconnected services and address the role of warmth and competence perceptions, as well as consumers' inferred motives, in determining the downstream effects of care management activities on consumers' perceptions and intentions. The results from two experiments show that the number and framing of customer care activities affect customer orientation perceptions (Study 1) and that their fit with the overall retailer's image and the level of professionalism required to carry them out affects store patronage in-tentions (Study 2)
Why fashion brands enter the metaverse: Exploring the motivations of fast fashion and luxury fashion brands
No full textWhy do fashion brands enter the metaverse when the benefits of using this virtual reality space are not yet clear to the industry? What motivates them to venture into the complex world of digital platforms and ecosystems? Do luxury and fast fashion companies share the same motivations for entering the metaverse? These research questions guide the study which seeks to understand the motivational factors driving fashion brands to establish a presence in the metaverse. To achieve our research objective, we employ qualitative research methods and follow a grounded theory approach. Through a content analysis of publicly available website publications containing insights from fashion industry leaders, we identify commonalities and distinctions in the motivational factors leading luxury and fast fashion brands into the metaverse. The study contributes to the theoretical comprehension of the metaverse as a new strategic platform for the fashion industry and highlights practical implications intended to assist industry managers contemplating entry into this virtual reality space
Brand Engagement into Self-Concept: Investigating Emerging Research Frontiers, Outcomes for Consumers, and Implications for Brand Strategies
No full textBranding research has evolved to focus on the deep connections between consumers and brands, moving beyond mere transactions. This shift emphasizes how consumers forge meaningful relationships with brands, integrating them into their self-concept. Brand Engagement into Self-Concept (BESC) captures this, where consumers tend to view brands as important parts of their personalities and tend to use brands to express their identities. Marketing experts recognize the important role of self-concept, tailoring brand communication to align with consumers' identities. This doctoral thesis deepens the understanding of brand engagement into self-concept across three research papers. By adopting a mixed methodology, the thesis explores BESC from three distinct angles: current and prospective research pathways (study 1), psychological ramifications concerning individual happiness (study 2), and branding tactics involving brand extensions (study 3). Together, these papers enrich academic understanding of BESC as a facet of consumer-brand relationships and emphasize its pivotal role in brand strategies and communication
The Neural Network Approach to Automatic Construction of Adaptive Meshes on Multiply-connected Domains
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Composition of Self Organizing Maps for Adaptive Mesh Construction on Complex-shaped Domains
Get PDFIn this paper, an important application of Self-Organizing Maps (SOM) to construction of adaptive meshes is considered. It is shown that application of the basic SOM model leads to a number of problems like inaccurate fitting the border of a physical domain, mesh self-crossings, etc. The composite SOM model is proposed which is based on the composition of a number of SOM models interacting in a special way and self-organizing over their own set of input data. A core of the composite SOM model is the colored SOM model with nonadjustable neurons which provides us a technique to control the neuron weights adjustment taking into account the fixed ones and the general layout of the mesh. As a result, the composite SOM model allows us to approximate an arbitrary complex physical domains with well topology preservation
Defining potential research directions of brand engagement into self-concept: consumer’ cultural dimensions perspective
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