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This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design.

Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention.

Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.

Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat brands with superior product attributes and how original brands can shift this preference back by strategically leveraging brand identity cues.

Four experimental studies test different types of brand identity cues that original brands can use to influence consumer preferences. Logistic and linear regression analyses analyze the effects.

The results systematically show the power of brand identity cues in helping original brands reduce share loss to copycat brands using superior product attributes. They also reveal the role of brand equity, conspicuous consumption and consumers’ tendency of using brands as status symbols in enhancing the effect of brand identity cues in the face of superior copycats.

This paper extends cue diagnosticity theory and the brand identity literature by showing the power of brand identity cues in predicting consumer choices of original brands.

This paper provides useful guidelines for managers of original brands on how to effectively use brand identity cues to compete against copycats.

Prior research focuses on how copycat brands’ characteristics influence consumers’ evaluations of copycats. These studies are limited, however, by their focus on cheap and low-quality copycats. The current paper examines the effects of brand identity cues and draws attention to the trade-offs consumers make when choosing between original brands and copycats offering superior product features.

In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined.

The data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS.

All symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset.

This research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.

Corporate Brand Identity is concerned with an internal process in a firm to develop and communicate its brand as a basic strategic perspective toward business markets. In business-to-business (B2B) markets, the market consists of specific firms and organizations as key counterparts. Brand identity thus needs to focus on creating value for potential others through understanding its own brand identity, i.e. what the firm stands for. Branding activities should be managed together with employees and matched with the central values of the brand. The brand identity is communicated toward key business partners who, in turn, perceive the brand and the value the firm promises to deliver in practice. Corporate identity and image are thus closely related issues. An important part of the corporate brand deals with relationships between actors on the market. This chapter presents two prominent corporate brand identity models and uses them jointly in order to analyze a practical case dealing with property management business in Finland. The chapter ends by offering suggestions for managing corporate brand identity processes in practice.

The purpose of this paper is to contribute to the discussion about how to develop a common identity of local stakeholders of places (e.g. politicians, local companies, residents). Such a common identity is regarded as an essential aspect to market a place consistently to external target groups (e.g. tourists, companies, qualified workers, students).

The paper follows a conceptual approach by transferring semiotic (symbolism) and sociological concepts (symbolic interactionism) to the concept of place branding. Moreover, a practical example of how to identify potential place symbols of cities is presented within the case study of the German town of Bremen.

Symbols are identified to be of special importance for the development of group identity of local stakeholders of places. Moreover, symbols are presented as essential aspects of a feeling of belonging to a place (place commitment).

As semiotic theory has not yet been transferred to the context of place branding this paper is opening up a new subject and needs to be understood as a first approach to constitute a theoretical framework. An empirical analyses needs to be carried out in order to proof the theories in the place branding context.

The paper explains that symbols can be established by the arrangement of public discourses like, e.g. competitions for place logos, place mascots or place songs. Moreover, it is pointed out, how already established place symbols which are not yet part of branding strategies can be identified in order to strengthen place identity.

Following the semiotic concept of symbolism the paper explains a high participation of residents as a necessity to establish and negotiate the meaning of symbols in order to strengthen place identity.

Because of being the first paper putting the semiotic theory of symbolism in the focus of the interdisciplinary discussion of branding the originality of the paper can be regarded as high.

The purpose of this paper is to describe the attributes and benefits of branded bread as perceived by the consumers.

Previous research on bread is illustrated briefly. The concepts of brand identity and image are introduced, and the brand as a product is presented and subsequently a value proposition is described and used as a theoretical model.

The findings indicate that nine types of attributes and six types of benefits as perceived by the consumers were found. The types of attributes were related to raw materials, taste, manner of baking, characteristics of the bread, outward appearance, quality, origin, package, and comparison with competing breads. The types of benefits were classified as functional, emotional, self‐expressive, and social. Furthermore, two types of price benefits emerged (positive and negative). The targeted brand identity by the bakery and the perceived image of the branded bread by the consumers were compatible. The brand image as perceived by the customers was varied.

The bakery can utilize the findings in its marketing communication, advertising, campaigns, and when planning the assortment. The findings offer valuable information also for the advertising agency when designing the advertising messages and the unique selling propositions for the case bread.

Compared to the existing research on bread, the contribution of the results is that the bread was analysed from the point of view of the attributes and benefits it offers.