Cross Cultural Brand Personality And Brand Desirability

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Cross-Cultural Brand Personality and Brand Desirability

Author : Corinna Colette Vellnagel
Publisher : Springer Nature
ISBN 13 : 3658311789
Total Pages : 251 pages
Book Rating : 4.6/5 (583 download)

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Book Synopsis Cross-Cultural Brand Personality and Brand Desirability by : Corinna Colette Vellnagel

Download or read book Cross-Cultural Brand Personality and Brand Desirability written by Corinna Colette Vellnagel and published by Springer Nature. This book was released on 2020-08-13 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

Brand Gender

Author : Theo Lieven
Publisher : Springer
ISBN 13 : 3319602195
Total Pages : 265 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Brand Gender by : Theo Lieven

Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research

Author : Arch G. Woodside
Publisher : Emerald Group Publishing
ISBN 13 : 1849506043
Total Pages : 324 pages
Book Rating : 4.8/5 (495 download)

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Book Synopsis Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research by : Arch G. Woodside

Download or read book Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research written by Arch G. Woodside and published by Emerald Group Publishing. This book was released on 2009-12-21 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examines how research tools affect theory advances in culture and tourism research. This title includes papers that focus on how to gain meaning from data to thus look at how streams of antecedent conditions result in tourism behavior.

Handbook of Culture and Consumer Behavior

Author : Sharon Ng
Publisher : Oxford University Press
ISBN 13 : 0199388539
Total Pages : 288 pages
Book Rating : 4.1/5 (993 download)

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Book Synopsis Handbook of Culture and Consumer Behavior by : Sharon Ng

Download or read book Handbook of Culture and Consumer Behavior written by Sharon Ng and published by Oxford University Press. This book was released on 2015-03-10 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.

Globalization, Culture, and Branding

Author : C. Torelli
Publisher : Springer
ISBN 13 : 113733195X
Total Pages : 181 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Globalization, Culture, and Branding by : C. Torelli

Download or read book Globalization, Culture, and Branding written by C. Torelli and published by Springer. This book was released on 2013-11-19 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.

The Butterfly Effect in Competitive Markets

Author : . Rajagopal
Publisher : Springer
ISBN 13 : 113743497X
Total Pages : 295 pages
Book Rating : 4.1/5 (374 download)

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Book Synopsis The Butterfly Effect in Competitive Markets by : . Rajagopal

Download or read book The Butterfly Effect in Competitive Markets written by . Rajagopal and published by Springer. This book was released on 2015-03-04 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides an introduction to the concept of entrepreneurship and entrepreneurial business management. It covers many elements of the entrepreneurial management discipline including choosing a business, organizing, financing, marketing, developing an offering that the market will value, and growing the business in all its dimensions.

New Perspectives in Luxury Branding

Author : Emerald Group Publishing Limited
Publisher : Emerald Group Publishing
ISBN 13 : 1785608622
Total Pages : 224 pages
Book Rating : 4.7/5 (856 download)

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Book Synopsis New Perspectives in Luxury Branding by : Emerald Group Publishing Limited

Download or read book New Perspectives in Luxury Branding written by Emerald Group Publishing Limited and published by Emerald Group Publishing. This book was released on 2015-10-29 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of key articles offers insights across a range of sectors. Some of the things the book will explain include: - The influence of social media on the building of luxury brands - The effect of the consumption of counterfeit luxury goods on identity - The value of brand extension as a strategy in regards to luxury fashion brands

Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches

Author : Masouras, Andreas
Publisher : IGI Global
ISBN 13 : 1668459035
Total Pages : 349 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches by : Masouras, Andreas

Download or read book Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches written by Masouras, Andreas and published by IGI Global. This book was released on 2023-07-17 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: By taking corporate marketing concepts and applying them to countries, nation branding is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economies and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with the purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches presents the functionality of nation branding in benefiting the positioning and identity promotion of nations. The chapters address theoretical considerations of the nature of nation brands and their implications in measuring branding inference. Covering topics such as country of origin association, memory politics, and international relations, this premier reference source is an excellent resource for brand managers, politicians, government officials, marketers, communication consultants, business leaders and executives, students and educators of higher education, researchers, and academicians.

Proceedings of The International Conference on Inter Disciplinary Research in Engineering and Technology 2015

Author : Kokula Krishna Hari Kunasekaran
Publisher : Association of Scientists, Developers and Faculties (ASDF)
ISBN 13 : 8192974251
Total Pages : 254 pages
Book Rating : 4.1/5 (929 download)

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Book Synopsis Proceedings of The International Conference on Inter Disciplinary Research in Engineering and Technology 2015 by : Kokula Krishna Hari Kunasekaran

Download or read book Proceedings of The International Conference on Inter Disciplinary Research in Engineering and Technology 2015 written by Kokula Krishna Hari Kunasekaran and published by Association of Scientists, Developers and Faculties (ASDF). This book was released on 2015-04-30 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Welcome to the International Conference on Inter Disciplinary Research in Engineering and Technology (ICIDRET) 2015 in DSIIDC, Government of NCT, New Delhi, India, Asia on 29 – 30 April, 2015. If this is your first time to New Delhi, you need to look on more objects which you could never forget in your lifetime. There is much to see and experience at The National Capital of Republic of India. The concept of Inter Disciplinary research was a topic of focus by various departments across the Engineering and Technology area. Flushing with major areas, this ICIDRET ’15 has addressed the E&T areas like Mechanical Engineering, Civil Engineering, Electrical Engineering, Bio-Technology, Bio-Engineering, Bio-Medical, Computer Science, Electronics & Communication Engineering, Management and Textile Engineering. This focus has brought a new insight on the learning methodologies and the terminology of accepting the cross definition of engineering and the research into it. We invite you to join us in this inspiring conversation. I am pretty sure that this conference would indulge the information from the various parts of the world and could coin as a global research gathering. With more and more researchers coming into ICIDRET, this event would be as an annual event. This conference is sure that, this edition and the future edition will serve as a wise platform for the people to come with better research methodologies integrating each and every social component globally. If there would have been a thought of not integrating the RJ45 and few pieces of metal / plastic along with a PCB, today we could haven’t used the telephones and mobile phones. With an ear-mark inspiration and constant support from the Global President Dr. S. Prithiv Rajan, ASDF International President Dr. P. Anbuoli, this publication stands in front of your eyes, without them this would haven’t been possible in a very shortest span. Finally, I thank my family, friends, students and colleagues for their constant encouragement and support for making this type of conference. -- Kokula Krishna Hari K Editor-in-Chief www.kokulakrishnaharik.in

Brand Culture

Author : Jonathan E. Schroeder
Publisher : Taylor & Francis
ISBN 13 : 9780415355995
Total Pages : 246 pages
Book Rating : 4.3/5 (559 download)

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Book Synopsis Brand Culture by : Jonathan E. Schroeder

Download or read book Brand Culture written by Jonathan E. Schroeder and published by Taylor & Francis. This book was released on 2006 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Exploring current issues in brand management, this book fills a niche in the burgeoning cache of branding literature with a distinctive managerially and theoretically informed perspective on the cultural dimensions of branding.

Globalization, Culture, and Branding

Author : C. Torelli
Publisher : Springer
ISBN 13 : 113733195X
Total Pages : 181 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Globalization, Culture, and Branding by : C. Torelli

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.

Brand Management in Emerging Markets: Theories and Practices

Author : Wang, Cheng Lu
Publisher : IGI Global
ISBN 13 : 1466662433
Total Pages : 337 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Brand Management in Emerging Markets: Theories and Practices by : Wang, Cheng Lu

Download or read book Brand Management in Emerging Markets: Theories and Practices written by Wang, Cheng Lu and published by IGI Global. This book was released on 2014-06-30 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.

Handbook of Research Methods for Tourism and Hospitality Management

Author : Robin Nunkoo
Publisher : Edward Elgar Publishing
ISBN 13 : 1785366289
Total Pages : 584 pages
Book Rating : 4.7/5 (853 download)

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Book Synopsis Handbook of Research Methods for Tourism and Hospitality Management by : Robin Nunkoo

Download or read book Handbook of Research Methods for Tourism and Hospitality Management written by Robin Nunkoo and published by Edward Elgar Publishing. This book was released on 2018-07-27 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt: As research in tourism and hospitality reaches maturity, a growing number of methodological approaches are being utilized and, in addition, this knowledge is dispersed across a wide range of journals. Consequently there is a broad and multidisciplinary community of tourism and hospitality researchers whom, at present, need to look widely for support on methods. In this volume, researchers fulfil a pressing need by clearly presenting methodological issues within tourism and hospitality research alongside particular methods and share their experiences of what works, what does not work and where challenges and innovations lie.

Brand Desire

Author : Nicholas Ind
Publisher : Bloomsbury Publishing
ISBN 13 : 147292536X
Total Pages : 256 pages
Book Rating : 4.4/5 (729 download)

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Book Synopsis Brand Desire by : Nicholas Ind

Download or read book Brand Desire written by Nicholas Ind and published by Bloomsbury Publishing. This book was released on 2016-10-20 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.

Brand Meaning

Author : Mark Batey
Publisher : Routledge
ISBN 13 : 1317558022
Total Pages : 230 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Brand Meaning by : Mark Batey

Download or read book Brand Meaning written by Mark Batey and published by Routledge. This book was released on 2015-12-07 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.

Advances in Chinese Brand Management

Author : John M. T. Balmer
Publisher : Springer
ISBN 13 : 1352000113
Total Pages : 354 pages
Book Rating : 4.3/5 (52 download)

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Book Synopsis Advances in Chinese Brand Management by : John M. T. Balmer

Download or read book Advances in Chinese Brand Management written by John M. T. Balmer and published by Springer. This book was released on 2016-11-14 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.