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Who is brand ambassador for noise? 

Influencer marketing
Brand management
Corporate branding
Brand awareness
Brand equity

Answers from top 8 papers

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Papers (8)Insight
Journal Article•DOI
Understanding the richness of brand relationships: Research dialogue on brands as intentional agents
Kevin Lane Keller
01 Apr 2012-Journal of Consumer Psychology
118 Citations
Brand resonance — an intense, active loyalty relationship — is also suggested as an important outcome of brand relationships.
Journal Article•DOI
Exploring visitor brand citizenship behavior: The case of the ‘MICE city Busan’, South Korea
Young-joo Ahn, Insin Kim, Timothy J. Lee 
01 Sep 2016-Journal of Destination Marketing and Management
29 Citations
The results of this study contribute insights into the effect of each component of brand evidence and brand hearsay on brand citizenship behavior mediated by brand distinctiveness.
Journal Article•DOI
Online communication of brand personality : a study of MBA programs of top business schools
Robert A. Opoku, Albert Caruana, Leyland Pitt, Pierre Berthon, Asa Wahlstrom, Deon Nel 
01 Sep 2009-The Journal of General Management
18 Citations
This study also illustrates a powerful, but simple and relatively inexpensive way for organisations and brand researchers to study the brand personalities actually being communicated.
Open access•Journal Article•DOI
Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers
Brian G. Smith, Megan C. Kendall, Devin Knighton, Temi Wright 
30 Jul 2018
41 Citations
Findings suggest complex considerations of loyalties, commitments, and stakes within the brand ambassador-organization relationship.
Journal Article•DOI
Creating Gender Brand Personality with Brand Names: The Effects of Phonetic Symbolism
Lan Wu, Richard R. Klink, Jiansheng Guo 
01 Jul 2013-The Journal of Marketing Theory and Practice
40 Citations
We propose that gender brand personality can be created with phonetic symbolism embedded in brand names.
Open access•Journal Article•DOI
Effective entrepreneurial marketing on Facebook – A longitudinal study
Matthias Fink, Matthias Fink, Monika Koller, Johannes Gartner, Arne Floh, Arne Floh, Rainer Harms 
01 May 2020-Journal of Business Research
62 Citations
We argue that this relationship is mediated by a sponsor's brand image and moderated by brand differentiation.
Book Chapter•DOI
Brand Ambassadors: Strategic Diplomats or Tactical Promoters?
Claudia Fisher-Buttinger, Christine Vallaster 
01 Jan 2008
19 Citations
Going back to the roots of the underlying metaphor may help shed some light on which notions of a brand ambassador are more appropriate than others.
Journal Article•DOI
A Branding Strategy for Emerging Market Firms Entering Developed Markets
Peter Magnusson, Sarah M. Haas, Hongzin Zhao 
08 Sep 2008-Journal of International Consumer Marketing
30 Citations
In an experiment focusing on brand names from Hungary and Vietnam, we find that this strategy neutralizes noise caused by the country of origin label and leads to favorable product evaluations.

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