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Branding

Articles 1 - 4 of 4

Full-Text Articles in Business

The Role Of Brand Personality In The Arts: An Assessment Of Brand Personality Of The National Gallery Of Victoria, Jody Evans, Kerrie Bridson, Joanna Minkiewicz Aug 2013

The Role Of Brand Personality In The Arts: An Assessment Of Brand Personality Of The National Gallery Of Victoria, Jody Evans, Kerrie Bridson, Joanna Minkiewicz

Dr. Joanna Minkiewicz

No abstract provided.

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Moving From Reverence To Relevance: An Exploration Of The Brand Image Of The Public Art Museum Sector, Jody Evans, Kerrie Bridson, Joanna Minkiewicz Aug 2013

Moving From Reverence To Relevance: An Exploration Of The Brand Image Of The Public Art Museum Sector, Jody Evans, Kerrie Bridson, Joanna Minkiewicz

Dr. Joanna Minkiewicz

No abstract provided.

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To Be Or Not To Be Different: Exploration Of Norms And Benefits Of Color Differentiation In The Marketplace, Lauren Labrecque May 2013

To Be Or Not To Be Different: Exploration Of Norms And Benefits Of Color Differentiation In The Marketplace, Lauren Labrecque

Lauren Labrecque

Building a strong brand identity is central for increasing brand equity. As a result, oftentimes, brands develop differentiation strategies in order to stand out from competitors. Yet, is value always gained through differentiation, or is it possible that some value could be forfeited by straying too far from established product category associations? This research examines color norms within product categories and addresses the question of whether visual differentiation is always helpful. With data for 281 top brands, the authors calculate product category color homogeneity scores for 15 product categories and 40 subcategories to empirically explore color norms. Then, these calculations …

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An Investigation Of Corporate Image, Customer Satisfaction And Loyalty – More Than Just Monkey Business, Joanna Minkiewicz, Jody Evans, Kerrie Bridson, Felix Mavondo Dec 2007

An Investigation Of Corporate Image, Customer Satisfaction And Loyalty – More Than Just Monkey Business, Joanna Minkiewicz, Jody Evans, Kerrie Bridson, Felix Mavondo

Dr. Joanna Minkiewicz

No abstract provided.

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