Brands in the Retrospective. A consumer motivation study

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Publisher : GRIN Verlag
ISBN 13 : 3638359204
Total Pages : 115 pages
Book Rating : 4.6/5 (383 download)

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Book Synopsis Brands in the Retrospective. A consumer motivation study by : Nora Henning

Download or read book Brands in the Retrospective. A consumer motivation study written by Nora Henning and published by GRIN Verlag. This book was released on 2005-03-20 with total page 115 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 8 (1,7), Maastricht University (Faculty of Economics and Business Administration Department of Marketing), language: English, abstract: One notable trend that can be observed in the 21st century is the increasing visibility of objects that stem from or look like products of past times. In nearly every market segment consumers nowadays can find products from bygone decades. Concerning automobiles, for example, the industry offers the New Beetle of Volkswagen, a modernised version of the Mini Cooper of BWM, and the PT Cruiser of Chrysler. With regard to furniture, consumers witness the reoccurrence of beanbags, inflatable chairs and fringed carpets (Flokati), just like the ones that were popular during the 70ies. Fashion companies like Hennes & Mauritz (H&M) and C&A (founders: Clemens & August Brenninkmeyer), as well as sports wear producers like Adidas and Puma, offer clothes that look like the fashion from the 60ies or 80ies. Taking a closer look to the German market, the TV broadcasts 80ies TV-shows, such as for example “Die 80er Jahre Show” (translation: The 80ies show) or the “Comeback Show”. Add to this, nightclubs and cafes are even decorated with 70ies wallpaper. Furthermore, the beverage industry offers soft drinks and syrups that were popular during the 70ies and 80ies such as TRiTOP, Bluna and Afri Cola (Eberenz, 2003; Seidel, 2003). Sometimes, these products are just nostalgia styled like the PT Cruiser. The vehicle looks partly like a “1920s gangster car, part[ly like a] 1950s hot rod and part[ly like a] London taxicab” (Ball, 1999). However, other products appear with the name of a once very prominent brand. These brands had either completely disappeared from the market or had become for some reason unfavourable in the eyes of consumers and sales levelled towards zero.

An Empirical Study of the Factors That Motivate Consumers to Buy Retro Branding Products

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Publisher : Grin Publishing
ISBN 13 : 9783668363267
Total Pages : pages
Book Rating : 4.3/5 (632 download)

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Book Synopsis An Empirical Study of the Factors That Motivate Consumers to Buy Retro Branding Products by : Valeria Oak

Download or read book An Empirical Study of the Factors That Motivate Consumers to Buy Retro Branding Products written by Valeria Oak and published by Grin Publishing. This book was released on 2016-12-28 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 62/100, University of Nottingham (Business School), course: Marketing, language: English, abstract: The focus of this dissertation is on the empirical study of the factors that motivate consumers to buy retro branding products. Retro branding is the re-launch or revival of any brand product or service in such a way that the image of such product or service becomes a very attractive option and customer perceived it as a valuable and priority product based on the past linkage and historical background. In simple terms in can be said that "creating new brand for old-fashioned offerings." For the research purpose, this dissertation explores factors that have an impact on the motivation of consumers due to retro-branding. Furthermore, this research assesses the factors of consumer behavior towards retro-branding. Moreover, this research examines the factors' relative influencing capabilities over consumer choice. In the last, this dissertation explores the limitation of retro-branding. In order to examine the research topic i.e. empirical study of the factors that motivate consumer's to buy retro branding products, this study covers primary qualitative method. In the primary qualitative research method, this research contains semi structured interviews which were conducted with 15 people to understand the factors for customer's intention to buy retro brands. Furthermore, random sampling has been used in order to select respondents for this research dissertation. To conclude, it has identified that females are aware of the retro brands; and therefore, they had better understanding with respect to retro brands. Moreover, retro brand does not take over the modern brand instead of such large proportion of benefits and advantages. Moreover, retro brands are everlasting and have consumer demand always. Almost all of the responden

ECIC 2013 Proceedings of the 5th European Conference on Intellectual Capital

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Publisher : Academic Conferences Limited
ISBN 13 : 190950713X
Total Pages : 626 pages
Book Rating : 4.9/5 (95 download)

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Book Synopsis ECIC 2013 Proceedings of the 5th European Conference on Intellectual Capital by : Lidia Garcia

Download or read book ECIC 2013 Proceedings of the 5th European Conference on Intellectual Capital written by Lidia Garcia and published by Academic Conferences Limited. This book was released on 2013 with total page 626 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Brand Message Strategies and Consumer Motivations to Respond

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Publisher :
ISBN 13 :
Total Pages : 266 pages
Book Rating : 4.:/5 (119 download)

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Book Synopsis Brand Message Strategies and Consumer Motivations to Respond by : Jung Hwa Choi (Ph. D.)

Download or read book Brand Message Strategies and Consumer Motivations to Respond written by Jung Hwa Choi (Ph. D.) and published by . This book was released on 2018 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: The overarching purpose of this dissertation is to first provide a theoretical and empirical background for research on motivation and branding strategies; a review of the literature on social media, social media marketing, and brand association is provided for context. From this, three research questions are presented. Chapter 3 describes the procedures, methodology, results and discussion briefs of two studies. Finally, Chapter 4 discusses the expected theoretical and managerial contributions of this study and directions for future research. The primary goals of this research are to provide an exploratory analysis investigating how global brands currently use social media to share brand messages and build relationships with consumers, and the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS, particularly the platform of Instagram in this early stage of social media marketing. Specifically, this study: (1) analyzes corporate account marketing messages on Instagram to understand how global brands are using Instagram for purposes of interacting with and building relationships with consumers, (2) identifies social and psychological motives that lead consumers to engage with commercial brands on Instagram, and (3) examines the relationships between identified motives and consumer-brand relationship outcome variables. To accomplish these, two studies are conducted. Study 1, that is a content analysis, examines the global brand Instagram accounts of the top 100 most valuable global brands, based on the brand associations by Aarker (1996). Building on the Uses and Gratification Theory (U&G), Study 2 explores the underlying process of consumers’ motivations to follow a brand account by conducting a survey study of 318 Instagram brand account followers in the United States. Within the theoretical framework of U&G, this research also examines how varying degrees of consumer motivation to follow a brand account on Instagram influences consumer engagement outcomes (i.e., frequency of electronic word-of-mouth and attitude toward following brands) and outcomes related to relationship building (i.e., trust, satisfaction, intention to pass along brand’s messages, and willingness to buy). The findings of Study 1 revealed that Instagram marketers often are not using the strategies that generate the highest consumer engagement. Study 2 examined seven consumer motivations for following Instagram brand accounts. Motivations related to social interaction and brand love were the strongest motivations. Directions for future research, for example, understanding why a brand follows other account on Instagram, are provided

Ernest Dichter and Motivation Research

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Publisher : Springer
ISBN 13 : 0230293948
Total Pages : 300 pages
Book Rating : 4.2/5 (32 download)

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Book Synopsis Ernest Dichter and Motivation Research by : S. Schwarzkopf

Download or read book Ernest Dichter and Motivation Research written by S. Schwarzkopf and published by Springer. This book was released on 2010-08-20 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: The work of motivation and consumer researcher Ernest Dichter was a milestone in the psychological creation of the modern consumer. This collection contextualizes Ernest Dichter within twentieth-century consumer culture and it charts the rise of psychological approaches to consumption in post-war Europe and North America.

Consumer Psychology in a Social Media World

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Publisher : Routledge
ISBN 13 : 131750206X
Total Pages : 329 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Consumer Psychology in a Social Media World by : Claudiu V. Dimofte

Download or read book Consumer Psychology in a Social Media World written by Claudiu V. Dimofte and published by Routledge. This book was released on 2015-09-16 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite the rapid and widespread adoption of social media by consumers, research focused on individuals’ use thereof and its implications for organizations and society has been limited and published in scattered outlets. This has made it difficult for those trying to get either a quick introduction or an in-depth understanding of the associated issues to locate relevant scientific-based information. The book is organized into five broad sections. The first presents a summary overview of social media, including a historical and cultural perspective. The second section is focused on social media as a modern form of word of mouth, always considered the most impactful on consumers. It also touches upon a motivational explanation for why social media has such a strong and broad appeal. Section three addresses the impact that consumers’ switch to social media as a preferred channel has had on marketers’ branding and promotional efforts, as well as the ways in which consumer involvement can be maintained through this process. Section four takes a methodological perspective on the topic of social media, assessing ways in which big data and consumer research are influenced by novel ways of gathering consumer feedback and gauging consumer sentiment. Finally, section five looks at some consumer welfare and public policy implications, including privacy and disadvantaged consumer concerns. Consumer Psychology in a Social Media World will appeal to those who are involved in creating, managing, and evaluating products used in social media communications. As seen in recent financial and business market successes (e.g., Facebook, Twitter, LinkedIn, Instagram, Pinterest, WhatsApp, etc.), businesses focused on facilitating social media are part of the fastest growing and most valuable sector of today’s economy.

Brand Real

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Publisher : AMACOM Div American Mgmt Assn
ISBN 13 : 0814416764
Total Pages : 273 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Brand Real by : Laurence VINCENT

Download or read book Brand Real written by Laurence VINCENT and published by AMACOM Div American Mgmt Assn. This book was released on 2012-02-15 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brandsùlogos, advertising, imagery, communicationsùdirectly to the core elements of business strategy and forge a powerful and lasting connection with their customers.

Conceptualization of Consumer-brand Relationships

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Publisher :
ISBN 13 :
Total Pages : 656 pages
Book Rating : 4.:/5 (885 download)

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Book Synopsis Conceptualization of Consumer-brand Relationships by : Kalyaney Nou

Download or read book Conceptualization of Consumer-brand Relationships written by Kalyaney Nou and published by . This book was released on 2013 with total page 656 pages. Available in PDF, EPUB and Kindle. Book excerpt:

APA Handbook of Consumer Psychology

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Publisher : American Psychological Association (APA)
ISBN 13 : 9781433836428
Total Pages : 716 pages
Book Rating : 4.8/5 (364 download)

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Book Synopsis APA Handbook of Consumer Psychology by : Lynn R. Kahle

Download or read book APA Handbook of Consumer Psychology written by Lynn R. Kahle and published by American Psychological Association (APA). This book was released on 2021-12-07 with total page 716 pages. Available in PDF, EPUB and Kindle. Book excerpt: The APA Handbook of Consumer Psychology presents a comprehensive survey of the field, including historical reviews and critical sources of information in both core and emerging literature. This 33-chapter handbook is designed as a library reference that captures up-to-date content on consumer psychology, with insights offered by an outstanding roster of contributors. Broad coverage areas include perspectives on consumer psychology, consumer characteristics and contexts, use of psychology to communicate with consumers, consumer cognitions and affect, and use of psychology to carry out business functions. Chapters pinpoint practical issues; probe unresolved and controversial topics in a balanced manner; and present future theoretical, research, and practice trends. The handbook provides a starting point for an examination of consumer psychology and ways to move the knowledge forward in this meaningful and vital area of human behavior.

The Routledge Companion to Consumer Behavior

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Publisher : Routledge
ISBN 13 : 1315526913
Total Pages : 751 pages
Book Rating : 4.3/5 (155 download)

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Book Synopsis The Routledge Companion to Consumer Behavior by : Michael R. Solomon

Download or read book The Routledge Companion to Consumer Behavior written by Michael R. Solomon and published by Routledge. This book was released on 2017-09-22 with total page 751 pages. Available in PDF, EPUB and Kindle. Book excerpt: The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behavior is essential to any organization dealing with customers, users, or clients. This book promises to be a contemporary classic. It brings together an international set of scholars, many of whom are "household names", to examine the diverse approaches to consumer behavior topics. The editors employ a micro to macro structure, dividing each topic into three parts: one reflecting foundational work, one focused on emerging trends, and one covering practical applications. Each part examines the relationship between consumer behaviour and motivation, including well-being, gender, social class, and more, and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior, allowing them to reach customers successfully, and to meet their needs. With contributions from leading scholars, including Sidney Levy and Jagdish Sheth, this volume sets the standard as the most comprehensive, cutting-edge resource on the subject of consumer behavior. Students of consumer behaviour and marketing will find this a useful exploration of a fast-moving field, fundamental to the welfare of companies, government, non-profits, and consumers. It will also benefit new and established academic researchers as well as practitioners who want to stay on top of current knowledge.

AI and Business, and Innovation Research: Understanding the Potential and Risks of AI for Modern Enterprises

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Publisher : Springer Nature
ISBN 13 : 3031420853
Total Pages : 849 pages
Book Rating : 4.0/5 (314 download)

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Book Synopsis AI and Business, and Innovation Research: Understanding the Potential and Risks of AI for Modern Enterprises by : Bahaaeddin Alareeni

Download or read book AI and Business, and Innovation Research: Understanding the Potential and Risks of AI for Modern Enterprises written by Bahaaeddin Alareeni and published by Springer Nature. This book was released on 2024-01-30 with total page 849 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a comprehensive overview of the latest trends and developments in AI and business innovation research. In today's rapidly changing business environment, artificial intelligence (AI) has become an essential tool for innovation and growth. From marketing and customer service to supply chain management and product development, AI is transforming the way businesses operate, allowing them to make better decisions and achieve their goals faster and more efficiently than ever before. However, the integration of AI into business operations is not without its challenges and risks. There are concerns about data privacy, cybersecurity, and the potential for AI to disrupt traditional industries and displace workers. As a result, it is essential for business leaders and researchers to understand both the potential and risks of AI, and how it can be effectively leveraged for business innovation. This book explores the potential benefits of AI for modern enterprises, including how it can be used to enhance customer service, optimize supply chain management, and improve decision-making in a range of business contexts. It also examines the role of AI in product development, marketing, and sales, and how it can be used to drive innovation and growth. The book also examines the risks and challenges associated with the integration of AI into business operations. It explores the ethical and legal implications of AI, including issues related to data privacy and security, bias in algorithms, and the impact of AI on employment and the labor market. It also examines the role of government and policymakers in regulating AI and managing the risks associated with its integration into business operations. Overall, this book provides a comprehensive and balanced perspective on the potential and risks of AI for modern enterprises.

A Consumer Motivation Study

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Publisher :
ISBN 13 :
Total Pages : 122 pages
Book Rating : 4.:/5 (317 download)

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Book Synopsis A Consumer Motivation Study by : First Research Corporation

Download or read book A Consumer Motivation Study written by First Research Corporation and published by . This book was released on 1964 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Projective Techniques in Consumer Motivation Research

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Publisher :
ISBN 13 :
Total Pages : 12 pages
Book Rating : 4.:/5 (31 download)

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Book Synopsis Projective Techniques in Consumer Motivation Research by : Foundation for Research on Human Behavior

Download or read book Projective Techniques in Consumer Motivation Research written by Foundation for Research on Human Behavior and published by . This book was released on 1955 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Classics in Consumer Behavior

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Publisher :
ISBN 13 :
Total Pages : 466 pages
Book Rating : 4.3/5 (9 download)

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Book Synopsis Classics in Consumer Behavior by : Louis E. Boone

Download or read book Classics in Consumer Behavior written by Louis E. Boone and published by . This book was released on 1977 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Studies of Consumer Motivation and Attitudes

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Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (412 download)

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Book Synopsis Studies of Consumer Motivation and Attitudes by : Social Research, Inc

Download or read book Studies of Consumer Motivation and Attitudes written by Social Research, Inc and published by . This book was released on 1952 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Adolescents, Family and Consumer Behaviour

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Publisher : Routledge
ISBN 13 : 1000029395
Total Pages : 190 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Adolescents, Family and Consumer Behaviour by : Harleen Kaur

Download or read book Adolescents, Family and Consumer Behaviour written by Harleen Kaur and published by Routledge. This book was released on 2019-12-20 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: Buying decision making is a complicated process, in which a consumer’s decision is under the influence of others. The buyer’s decision making is directed in such a way that they must act as a consumer in society. Media and family are key socializing agents for adolescents. Moreover, changes in the socio-cultural environment in India necessitate that adolescents’ influence in family’s buying decision making should be investigated. In comparison to Western society, Indian society is quite different when compared in terms of family composition and structure, behavior, values and norms which impact adolescents’ buying decision making. Adolescents, Family and Consumer Behaviour studies the role of consumer socialization agents for adolescents, examining socio-economic factors that influence adolescents’ buying decision making in Indian urban families. It aims to discover the influence tactics that adolescents employ and to qualitatively analyse how marketers in turn influence adolescents. It addresses the topics with regard to strategic management and marketing and will be of interest to researchers, academics, practitioners, and students in the fields of management, entrepreneurship, small business management, and human resource management.

Consumer Behavior II: Possessions, brands and the self

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Publisher :
ISBN 13 :
Total Pages : 438 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Consumer Behavior II: Possessions, brands and the self by : Margaret K. Hogg

Download or read book Consumer Behavior II: Possessions, brands and the self written by Margaret K. Hogg and published by . This book was released on 2006 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: