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All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year Sort by creator [A → Z]' creator [Z → A]' publishing year ↑ (asc)' publishing year ↓ (desc)' title [A → Z]' title [Z → A]' Simple Search Page: 1 2 3 4 5 Hits 1 – 20 of 91 1 Psycholinguistic factors of formation associative perception of the brand ... STUDINSKA G.Ya.; STUDINSKIY, V.A.. - : Zenodo, 2022 BASE Show details 2 Psycholinguistic factors of formation associative perception of the brand ... STUDINSKA G.Ya.; STUDINSKIY, V.A.. - : Zenodo, 2022 BASE Show details 3 Branding the Digital Nomad Lifestyle - A Genre Analysis of Coworking Retreat Websites Nara, Prasanna. - : Auckland University of Technology, 2021 BASE Show details 4 The different shades of brand hate: A qualitative approach Pereira, J.; Loureiro, S. M. C.. - : Global Alliance of Marketing and Management Associations, 2021 BASE Show details 5 Brand Personality Traits of World Heritage Sites: Text Mining Approach Hassan, Mohamed Abdalla Elsayed; Zerva, Konstantina; Aulet Serrallonga, Sílvia In: Sustainability, 2021, vol. 13, núm. 11, p. 6142 ; Articles publicats (D-EM) (2021) BASE Show details 6 The Inca country: el reencuadre de las noticias traducidas al inglés por la Agencia Peruana de Noticias Andina Cama Casafranca, Melissa Erika; Olivares, Carmen In: Mutatis Mutandis: Revista Latinoamericana de Traducción, ISSN 2011-799X, Vol. 14, Nº. 1, 2021, pags. 218-239 (2021) BASE Show details 7 Place Branding and Urban Regeneration as Dialectical Processes in Local Development Planning: A Case Study on the Western Visayas, Philippines Nagaynay; Lee In: Sustainability ; Volume 12 ; Issue 1 (2020) BASE Show details 8 Building bridges - (re)branding Austria in the Eurovision Song Contest Aschauer, Julia. - 2020 BASE Show details 9 Consonant Sound Symbolism in Dietary Supplement Product Names Shenkar, Julia. - 2019 BASE Show details 10 Creating Brand Meaning: A Review and Research Agenda Batra, Rajeev. - : Wiley Periodicals, Inc., 2019. : Laurence Erlbaum Associates, 2019 BASE Show details 11 Shining Alone. Analysing Online Visibility as an Asset of the Entrepreneurial Subject ; Shining alone. Analizando la visibilidad online como activo del sujeto empresarial Zamora García, Javier In: OXIMORA Revista Internacional d'Ètica i Política; No 14: Trabajo y consumo: nuevos espacios para la reflexión ética y política (Ene-Jun 2019); 61-77 ; OXÍMORA Revista Internacional de Ética y Política; No 14: Trabajo y consumo: nuevos espacios para la reflexión ética y política (Ene-Jun 2019); 61-77 ; OXIMORA International Journal of Ethics and Politics; No 14: Trabajo y consumo: nuevos espacios para la reflexión ética y política (Ene-Jun 2019); 61-77 ; 2014-7708 (2019) BASE Show details 12 A critical investigation of Bell Let’s Talk Vido, Jasmine In: Major Papers (2019) BASE Show details 13 Paradox Brands: Can Brands with Contradictory Meanings be More Appealing to Consumers? Rodas, Maria. - 2019 Abstract: University of Minnesota Ph.D. dissertation. May 2019. Major: Business Administration. Advisor: Deborah John. 1 computer file (PDF); iv, 97 pages. ; One of the most important tenets of brand strategy is that successful brands have a clear and distinct focus, devoid of any contradictory or conflicting elements. This belief originated with the introduction of the Unique Selling Proposition, which states that successful branding involves a single, clearly expressed claim (Reeves 1961). Over time, it became firmly established as marketing embraced the concept of positioning, where brand managers were taught that successful brands occupy a clearly defined, relatively simple, and unambiguous position in their categories (Trout and Ries 1986). However, as brands and markets evolve over time, there is often a need to expand the meanings associated with brands to sharpen their differentiation versus other brands, appeal to new consumer segments, and resonate with changes in cultural values and consumer tastes (Keller 1999). At times, these new meanings add elements that are contradictory to each other. For example, Land Rover positions itself as both rugged and sophisticated, bridging luxury and hardworking functionality (Adweek 2013). Clearly, the notion of ruggedness and hardworking is contradictory to the notion of sophisticated and luxury. Yet, I find across two essays that this inherent contradiction in the brand need not be viewed negatively, and such a brand can be very successful in the marketplace. Thus, my dissertation challenges the long-held assumption that brands with clear and consistent brand meanings are more appealing to consumers. Specifically, I show across ten studies that certain consumers actually prefer brands that incorporate contradictory meanings, which I refer to as paradox brands. I present individuals with descriptions of brands that include a set of brand personality traits or brand values. These elements are contradictory to one another in the case of a paradox brand (e.g., personality traits: rugged and sophisticated) or consistent with one another in the case of a traditional non-paradox brand (e.g., personality traits: rugged and outdoorsy). I then assess individuals’ evaluation of the given brand, and find that paradox brands are often evaluated more favorably than non-paradox brands. My dissertation consists of two essays, which examine two potential conceptual frameworks that might explain how people respond to brands with contradictory brand elements. The first essay examines the effect of dialectical thinking on the evaluation of paradox brands. Across seven studies, I find that consumers who embrace a dialectical style of thinking, and are thus more comfortable with contradiction, evaluate paradox brands more favorably than non-paradox brands. I find that this is because paradox brands fit well with their style of thinking, resulting in more favorable evaluations for paradox than non-paradox brands. The second essay looks at bicultural consumers and examines the effect of cognitive flexibility on the evaluation of paradox brands. Across three studies I find that bicultural consumers evaluate paradox brands more favorably than non-paradox brands, and that this is driven by their higher levels of cognitive flexibility. Keyword: brand management; branding; consumer behavior; cross-cultural; dialectical thinking URL: http://hdl.handle.net/11299/206399 BASE Hide details 14 Are Padang City Branding Shaping Audience Consciousness: an Semiotics Analysis of Three Padang City Branding Fitri Adona; Yusnani Yusnani; Sri Nita In: Journal Polingua: Scientific Journal of Linguistics, Literature and Education, Vol 7, Iss 2, Pp 43-49 (2019) (2019) BASE Show details 15 Un parti sans politique. Onomastique d’une innovation partisane : En Marche ! Fretel, Julien In: Mots. Les langages du politique, n 120, 2, 2019-07-02, pp.57-71 (2019) BASE Show details 16 Langue, identité et marque pays : la mise en scène de l’identité nationale. Analyse illustrée par une approche contrastive franco-danoise Baron, Irène; Herslund, Michael In: Langages, N 214, 2, 2019-06-13, pp.117-132 (2019) BASE Show details 17 Projected coevalness and post-colonial tourism: the persistence of cultural hierarchy in contemporary Japanese-Taiwanese film ... Ong, Megan Kai Yen. - : University of Southern California Digital Library (USC.DL), 2018 BASE Show details 18 Securitizing language: political elites and language policy securitization in South Korea ... Kang, Eunice Y.. - : University of Southern California Digital Library (USC.DL), 2018 BASE Show details 19 A Doctor’s Name as a Brand: A Nationwide Survey on Registered Clinic Names in Taiwan Feng-Yuan Chu; Ying-Xiu Dai; Jui-Yao Liu... In: International Journal of Environmental Research and Public Health ; Volume 15 ; Issue 6 (2018) BASE Show details 20 The question of authenticity in pop music: "brand Lady Gaga" Nelligan, Katharine. - 2018 BASE Show details Page: 1 2 3 4 5

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