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Research article

First published 2025-11

The Power of Interactive Mobile Advertising: How Self-brand Congruity Shapes Brand Engagement in Self-concept

Luan-Thanh Nguyen, Tien-Thao Cong Phan, Tri-Quan Dang

Journal of Creative Communications

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Research article

First published 2012-7

Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility between values Matter?

Carlos J. Torelli, Ayşegül Özsomer, Sergio W. Carvalho [...]

Journal of Marketing

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Research article

First published 2020-4

Brand communities and self-concept congruency in the case of a music festival

Kazár Klára

Tourism and Hospitality Research

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Research article

First published 1986-10

Strategic Brand Concept-Image Management

C. Whan Park, Bernard J. Jaworski, Deborah J. MacInnis

Journal of Marketing

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Research article

First published 2006-11

Brand Concept Maps: A Methodology for Identifying Brand Association Networks

Deborah Roedder John, Barbara Loken, Kyeongheui Kim [...]

Journal of Marketing Research

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Research article

First published 2004-10

The Concept of Branding: Is It Relevant to Nursing?

Mary C. Dominiak

Nursing Science Quarterly

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Other

First published 2009-03

Corporate branding and brand architecture: a conceptual framework

Laurent Muzellec, Mary C. Lambkin

Marketing Theory

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Research article

First published 2010-5

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

Alokparna Basu Monga, Deborah Roedder John

Journal of Marketing

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Research article

First published 2004-12

Conceptualizing and measuring brand salience

Jenni Romaniuk, Byron Sharp

Marketing Theory

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Research article

First published 2022-10

Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

Subarna Nandy, Neena Sondhi

Global Business Review

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