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Brand Attachment

Author : C. Whan Park
Publisher : Now Publishers Inc
ISBN 13 : 1601981007
Total Pages : 50 pages
Book Rating : 4.6/5 (19 download)

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Book Synopsis Brand Attachment by : C. Whan Park

Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

Brand Page Attachment

Author : Barbara Kleine-Kalmer
Publisher : Springer
ISBN 13 : 3658124393
Total Pages : 239 pages
Book Rating : 4.6/5 (581 download)

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Book Synopsis Brand Page Attachment by : Barbara Kleine-Kalmer

Download or read book Brand Page Attachment written by Barbara Kleine-Kalmer and published by Springer. This book was released on 2016-01-22 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: Barbara Kleine-Kalmer analyses the impact of branding in social networks and introduces the construct of brand page attachment. On the basis of a comprehensive quantitative study she validates the construct as relevant for user behavior and investigates which instruments and antecedents influence brand page attachment. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media.

Handbook of Brand Relationships

Author : Deborah J. MacInnis
Publisher : Routledge
ISBN 13 : 1317469194
Total Pages : 432 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Handbook of Brand Relationships by : Deborah J. MacInnis

Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by Routledge. This book was released on 2014-12-18 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities

Author : Pedeliento, Giuseppe
Publisher : IGI Global
ISBN 13 : 1522549854
Total Pages : 308 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities by : Pedeliento, Giuseppe

Download or read book Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities written by Pedeliento, Giuseppe and published by IGI Global. This book was released on 2018-02-02 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organization. As such, marketing professionals are looking for more effective ways to promote their goods and services to their customers. Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities is a critical scholarly resource that examines the application of attachment theory to consumer brands and products. Featuring coverage on a broad range of topics, such as customer satisfaction, brand evaluation, and brand authenticity, this book is geared towards marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.

Ideas in Marketing: Finding the New and Polishing the Old

Author : Krzysztof Kubacki
Publisher : Springer
ISBN 13 : 3319109510
Total Pages : 842 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Ideas in Marketing: Finding the New and Polishing the Old by : Krzysztof Kubacki

Download or read book Ideas in Marketing: Finding the New and Polishing the Old written by Krzysztof Kubacki and published by Springer. This book was released on 2014-10-25 with total page 842 pages. Available in PDF, EPUB and Kindle. Book excerpt: Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.

Building Consumer-Brand Relationship in Luxury Brand Management

Author : Rodrigues, Paula
Publisher : IGI Global
ISBN 13 : 179984370X
Total Pages : 318 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Building Consumer-Brand Relationship in Luxury Brand Management by : Rodrigues, Paula

Download or read book Building Consumer-Brand Relationship in Luxury Brand Management written by Rodrigues, Paula and published by IGI Global. This book was released on 2020-10-23 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.

The Handbook of Brand Management Scales

Author : Lia Zarantonello
Publisher : Routledge
ISBN 13 : 1317803167
Total Pages : 330 pages
Book Rating : 4.3/5 (178 download)

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Book Synopsis The Handbook of Brand Management Scales by : Lia Zarantonello

Download or read book The Handbook of Brand Management Scales written by Lia Zarantonello and published by Routledge. This book was released on 2015-08-05 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.

Managing Festivals for Destination Marketing and Branding

Author : Kulshreshtha, Sharad Kumar
Publisher : IGI Global
ISBN 13 : 166846358X
Total Pages : 394 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Managing Festivals for Destination Marketing and Branding by : Kulshreshtha, Sharad Kumar

Download or read book Managing Festivals for Destination Marketing and Branding written by Kulshreshtha, Sharad Kumar and published by IGI Global. This book was released on 2023-04-11 with total page 394 pages. Available in PDF, EPUB and Kindle. Book excerpt: Festivals across the world represent the joy, recreation, and traditions of their different societies and cultures. There is a plethora of reasons to commemorate and organize such events. Every festival has its own distinct personality, charms, appeal, and experiences that are closely linked to culture, customs, issues, core values, and more. All of these factors combine to create a one-of-a-kind selling offer for specific destinations. Festival attractions can serve to popularize and strengthen the tourist economy, as well as to promote employment, entrepreneurship, and tourism destination branding for the location. Managing Festivals for Destination Marketing and Branding addresses the most current and promising parts of tourism-centric festivals, which are held in numerous tourist areas throughout the world. It links tourism festivals around the world as a catalyst for destination marketing and identity. Covering topics such as destination brand equity, social media networks, and motivations and expectations of tourists, this premier reference work is a dynamic resource for business executives and leaders, brand managers, event managers, festival managers, government officials, students and educators of higher education, librarians, researchers, and academicians.

Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522571175
Total Pages : 1556 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-10-05 with total page 1556 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Identity-Based Brand Management

Author : Christoph Burmann
Publisher : Springer Nature
ISBN 13 : 3658401893
Total Pages : 322 pages
Book Rating : 4.6/5 (584 download)

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Book Synopsis Identity-Based Brand Management by : Christoph Burmann

Download or read book Identity-Based Brand Management written by Christoph Burmann and published by Springer Nature. This book was released on 2023-03-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

The Influence of Values on Consumer Behaviour

Author : Erik Kostelijk
Publisher : Routledge
ISBN 13 : 1317197089
Total Pages : 241 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis The Influence of Values on Consumer Behaviour by : Erik Kostelijk

Download or read book The Influence of Values on Consumer Behaviour written by Erik Kostelijk and published by Routledge. This book was released on 2016-08-05 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in marketing theory. The Influence of Values on Consumer Behaviour aims to bridge the gap between the conceptual progress of values in psychology, and the current practice in marketing and branding literature. It proposes the ‘Value Compass’, a comprehensive value system that is cross-culturally applicable to consumer behaviour and brand choice. The values concept is used in psychology to identify the motivations underlying behaviour, a concept that marketers have borrowed to define brand values. This has led to conceptual confusion. Whereas in psychology the values system is perceived as an integrated structure, in marketing, values are treated as abstract motivations that give importance to the benefits of consumption. Attention in marketing has shifted away from brand values toward brand personality, a set of human characteristics associated with a brand. Despite its popularity, brand personality has limitations in explaining consumer behaviour, while the potential merits of a brand values concept have remained largely unexplored. The book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice. As such, it will be essential reading for academics and postgraduate students in the fields of marketing, consumer psychology, branding, consumer choice behaviour and business studies.

A Research Agenda for Brand Management in a New Era of Consumerism

Author : Ceridwyn King
Publisher : Edward Elgar Publishing
ISBN 13 : 1803925515
Total Pages : 317 pages
Book Rating : 4.8/5 (39 download)

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Book Synopsis A Research Agenda for Brand Management in a New Era of Consumerism by : Ceridwyn King

Download or read book A Research Agenda for Brand Management in a New Era of Consumerism written by Ceridwyn King and published by Edward Elgar Publishing. This book was released on 2023-09-06 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.

Driving Customer Appeal Through the Use of Emotional Branding

Author : Garg, Ruchi
Publisher : IGI Global
ISBN 13 : 1522529225
Total Pages : 366 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Driving Customer Appeal Through the Use of Emotional Branding by : Garg, Ruchi

Download or read book Driving Customer Appeal Through the Use of Emotional Branding written by Garg, Ruchi and published by IGI Global. This book was released on 2017-09-13 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Insights, Innovation, and Analytics for Optimal Customer Engagement

Author : Nagaraj, Samala
Publisher : IGI Global
ISBN 13 : 1799839206
Total Pages : 334 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Insights, Innovation, and Analytics for Optimal Customer Engagement by : Nagaraj, Samala

Download or read book Insights, Innovation, and Analytics for Optimal Customer Engagement written by Nagaraj, Samala and published by IGI Global. This book was released on 2021-02-12 with total page 334 pages. Available in PDF, EPUB and Kindle. Book excerpt: Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving services. Insights, Innovation, and Analytics for Optimal Customer Engagement is an advanced reference book that covers the latest emerging research in customer engagement and includes underlying theories, innovative methods, a review of existing literature, engagement analytics, and insights for marketers with reference to customer engagement. The book covers various product categories, industries, and sectors that are working to engage customers in inventive and creative ways. This book is a comprehensive reference tool for marketers, brand managers, social media specialists, advertisers, managers, executives, academicians, researchers, practitioners, and students interested in gaining comprehensive knowledge about customer engagement and the latest advancements in the field.

Attachments

Author : Rainbow Rowell
Publisher : Penguin
ISBN 13 : 1101476346
Total Pages : 336 pages
Book Rating : 4.1/5 (14 download)

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Book Synopsis Attachments by : Rainbow Rowell

Download or read book Attachments written by Rainbow Rowell and published by Penguin. This book was released on 2011-04-14 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the award-winning, #1 New York Times bestselling author of Wayward Son, Fangirl, Carry On, and Landline comes a hilarious and heartfelt novel about an office romance that blossoms one email at a time.... Beth Fremont and Jennifer Scribner-Snyder know that somebody is monitoring their work e-mail. (Everybody in the newsroom knows. It's company policy.) But they can't quite bring themselves to take it seriously. They go on sending each other endless and endlessly hilarious e-mails, discussing every aspect of their personal lives. Meanwhile, Lincoln O'Neill can't believe this is his job now—reading other people's e-mail. When he applied to be “internet security officer,” he pictured himself building firewalls and crushing hackers—not writing up a report every time a sports reporter forwards a dirty joke. When Lincoln comes across Beth's and Jennifer's messages, he knows he should turn them in. He can't help being entertained, and captivated, by their stories. But by the time Lincoln realizes he's falling for Beth, it's way too late to introduce himself. What would he even say...?

Mixed Method Research Design

Author : S. Sreejesh
Publisher : Springer Science & Business Media
ISBN 13 : 3319026879
Total Pages : 174 pages
Book Rating : 4.3/5 (19 download)

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Book Synopsis Mixed Method Research Design by : S. Sreejesh

Download or read book Mixed Method Research Design written by S. Sreejesh and published by Springer Science & Business Media. This book was released on 2013-11-19 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a comprehensive guide to design and conduct the research in management-related field, such as marketing management and human resources management. It provides an overview of the real research conducted by authors throughout their careers and explains the important and growing research design used in management research-mixed method research design. Video tutorials are also included for complete qualitative data collection and data analysis. These videos are included to help readers understand the research and apply the techniques using the recommended software programs. Mixed Method Research Design: An Application in Consumer-Brand Relationships (CBR) begins with an introduction, providing background on the study including related literature in the areas of consumer-brand relationships, which helps the book to show how research questions and research objectives can be developed for the mixed method study. This is followed by a detailed explanation of the methodology, which establishes the ground rule for the study. Finally it takes look at the analysis and results of mixed method research study. Additionally the book examines the procedures of mixing of qualitative and quantitative paradigms in research both in terms of hypothesis development and testing. It helps readers understand how to design their research studies using mixed method design. It also demonstrates managerial implications, to help understand how mixed research design could be used to show contribution to the theory and practice.

Proceedings of the 4th International Conference on Big Data Analytics for Cyber-Physical System in Smart City - Volume 2

Author : Mohammed Atiquzzaman
Publisher : Springer Nature
ISBN 13 : 9819911575
Total Pages : 749 pages
Book Rating : 4.8/5 (199 download)

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Book Synopsis Proceedings of the 4th International Conference on Big Data Analytics for Cyber-Physical System in Smart City - Volume 2 by : Mohammed Atiquzzaman

Download or read book Proceedings of the 4th International Conference on Big Data Analytics for Cyber-Physical System in Smart City - Volume 2 written by Mohammed Atiquzzaman and published by Springer Nature. This book was released on 2023-03-31 with total page 749 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers a selection of peer-reviewed papers presented at the 4th Big Data Analytics for Cyber-Physical System in Smart City (BDCPS 2022) conference held in Bangkok, Thailand, on December 16–17. The contributions, prepared by an international team of scientists and engineers, cover the latest advances and challenges made in the field of big data analytics methods and approaches for the data-driven co-design of communication, computing, and control for smart cities. Given its scope, it offers a valuable resource for all researchers and professionals interested in big data, smart cities, and cyber-physical systems.