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Perceived Brand Localness
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Book Synopsis Perceived Brand Localness by : Jörg Igelbrink
Download or read book Perceived Brand Localness written by Jörg Igelbrink and published by Springer Nature. This book was released on 2019-11-27 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Jörg Igelbrink’s study provides the disclosure of a comprehensive explanation approach of the consumers purchase motivation and attitude towards local fashion brands. The structure equation model reveals six direct impacts on the consumers LFB attitude. The author’s findings identify a new consumer typology presenting a model of four positive consumer-attitude-types such as the influencing Realign Performance Advocates. In the research field of consumer behaviour the new consumer typology illustrates both the consumer purchase motivation and derived local fashion brand positioning.
Book Synopsis National Image and Competitive Advantage by : Eugene D. Jaffe
Download or read book National Image and Competitive Advantage written by Eugene D. Jaffe and published by Copenhagen Business School Press. This book was released on 2001 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.
Book Synopsis Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference by : Dawn R. Deeter-Schmelz
Download or read book Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference written by Dawn R. Deeter-Schmelz and published by Springer. This book was released on 2014-10-23 with total page 399 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 2010 Academy of Marketing Science (AMS) Annual Conference held in Portland, Oregon.
Book Synopsis Building Brand Authenticity by : M. Beverland
Download or read book Building Brand Authenticity written by M. Beverland and published by Springer. This book was released on 2009-10-22 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Download or read book Small Data written by Martin Lindstrom and published by St. Martin's Press. This book was released on 2016-02-23 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of “small data” in his quest to discover the next big thing Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers’ homes, carefully observing every detail in order to uncover their hidden desires, and, ultimately, the clues to a multi-million dollar product. Lindstrom connects the dots in this globetrotting narrative that will enthrall enterprising marketers, as well as anyone with a curiosity about the endless variations of human behavior. You’ll learn... • How a noise reduction headset at 35,000 feet led to the creation of Pepsi’s new trademarked signature sound. • How a worn down sneaker discovered in the home of an 11-year-old German boy led to LEGO’s incredible turnaround. • How a magnet found on a fridge in Siberia resulted in a U.S. supermarket revolution. • How a toy stuffed bear in a girl’s bedroom helped revolutionize a fashion retailer’s 1,000 stores in 20 different countries. • How an ordinary bracelet helped Jenny Craig increase customer loyalty by 159% in less than a year. • How the ergonomic layout of a car dashboard led to the redesign of the Roomba vacuum.
Book Synopsis An Evolutionary Theory of Economic Change by : Richard R. Nelson
Download or read book An Evolutionary Theory of Economic Change written by Richard R. Nelson and published by Harvard University Press. This book was released on 1985-10-15 with total page 456 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book contains the most sustained and serious attack on mainstream, neoclassical economics in more than forty years. Nelson and Winter focus their critique on the basic question of how firms and industries change overtime. They marshal significant objections to the fundamental neoclassical assumptions of profit maximization and market equilibrium, which they find ineffective in the analysis of technological innovation and the dynamics of competition among firms. To replace these assumptions, they borrow from biology the concept of natural selection to construct a precise and detailed evolutionary theory of business behavior. They grant that films are motivated by profit and engage in search for ways of improving profits, but they do not consider them to be profit maximizing. Likewise, they emphasize the tendency for the more profitable firms to drive the less profitable ones out of business, but they do not focus their analysis on hypothetical states of industry equilibrium. The results of their new paradigm and analytical framework are impressive. Not only have they been able to develop more coherent and powerful models of competitive firm dynamics under conditions of growth and technological change, but their approach is compatible with findings in psychology and other social sciences. Finally, their work has important implications for welfare economics and for government policy toward industry.
Download or read book No Local written by Greg Sharzer and published by John Hunt Publishing. This book was released on 2012-04-27 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: Can making things smaller make the world a better place? No Local takes a critical look at localism, an ideology that says small businesses, ethical shopping and community initiatives like gardens and farmers’ markets can stop corporate globalization. These small acts might make life better for some, but they don’t challenge the drive for profit that’s damaging our communities and the earth. No Local shows how localism’s fixation on small comes from an outdated economic model. Growth is built into capitalism. Small firms must play by the same rules as large ones, cutting costs, exploiting workers and damaging the environment. Localism doesn’t ask who controls production, allowing it to be co-opted by governments offloading social services onto the poor. At worst, localism becomes a strategy for neoliberal politics, not an alternative to it. No Local draws on political theory, history, philosophy and empirical evidence to argue that small isn’t always beautiful. Building a better world means creating local social movements that grow to challenge, not avoid, market priorities.
Book Synopsis Consumer Culture Theory by : Eric J. Arnould
Download or read book Consumer Culture Theory written by Eric J. Arnould and published by SAGE. This book was released on 2018-06-30 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being. A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mix of the types of consumers and consumption contexts including emerging markets and economies. The structure of the book is designed to help students map the field in the way it is interpreted by researchers and follows the conceptual mapping in the classic Arnould & Thompson 2005 journal article. The book is organised into three parts - the Consumption Identity, Marketplace Cultures and the Socio-Historic Patterning of Consumption. Insight is offered into both the historical roots of consumer culture and the everyday experiences of navigating the contemporary marketplace. The book is supported by a collection of international case studies and real world scenarios, including: How Fashion Bloggers Rule the Fashion World; the Kendall Jenner Pepsi Commercial; Professional Beer Pong, Military Recruiting Campaigns, The World Health Organization and the Corporatization of Education. The go-to text for anyone new to CCT or postgraduate students writing a CCT-related thesis.
Book Synopsis Human-Machine Reconfigurations by : Lucille Alice Suchman
Download or read book Human-Machine Reconfigurations written by Lucille Alice Suchman and published by Cambridge University Press. This book was released on 2007 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Publisher description
Book Synopsis Globalization of Consumer Markets by : Erdener Kaynak
Download or read book Globalization of Consumer Markets written by Erdener Kaynak and published by Routledge. This book was released on 2014-02-04 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today’s consumer markets, readers will find they have the key to success and survival in the global marketplace. The contributing authors present managerially oriented chapters, each of which is based on research or practical experience. These are designed to advance the reader’s knowledge of the globalizing consumer market. Focused around structure--how consumer markets on a global scale are being shaped--and strategy--successful methods necessary to global competitive marketing and how these strategies work--are the two main themes around which the book is organized. To further enable marketing professionals’success in the global marketplace, Globalization of Consumer Markets details actual strategies, action programs for competitive management, and exemplary cases. There are new ideas from expert marketers on opportunities for growth in the global marketplace and, most importantly, state-of-the-art marketing strategies and management tools. For professional marketers, this book is a must for prosperity in marketing consumer products and services on a global level. This is an ideal book for professional education in marketing of consumer products and services on a global level. Professionals will find a progression of chapters taking them through degree of globalization; market behavior and development; standardization of marketing programs and processes; managerial implications; and extensive references for further study.
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 536 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.
Book Synopsis Global Brand Strategy by : Jan-Benedict Steenkamp
Download or read book Global Brand Strategy written by Jan-Benedict Steenkamp and published by Springer. This book was released on 2017-01-03 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
Book Synopsis Product-Country Images by : Nicolas Papadopoulos
Download or read book Product-Country Images written by Nicolas Papadopoulos and published by Routledge. This book was released on 2014-05-01 with total page 504 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.
Book Synopsis Marketing and Smart Technologies by : Álvaro Rocha
Download or read book Marketing and Smart Technologies written by Álvaro Rocha and published by Springer Nature. This book was released on 2021-03-09 with total page 783 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Book Synopsis Journalism and the Periodical Press in Nineteenth-Century Britain by : Joanne Shattock
Download or read book Journalism and the Periodical Press in Nineteenth-Century Britain written by Joanne Shattock and published by Cambridge University Press. This book was released on 2017-03-16 with total page 427 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive and authoritative overview of the diversity, range and impact of the newspaper and periodical press in nineteenth-century Britain.
Book Synopsis From Chinese Brand Culture to Global Brands by : W. Zhiyan
Download or read book From Chinese Brand Culture to Global Brands written by W. Zhiyan and published by Springer. This book was released on 2013-10-08 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.
Book Synopsis Exploring the Dynamics of Consumerism in Developing Nations by : Gbadamosi, Ayantunji
Download or read book Exploring the Dynamics of Consumerism in Developing Nations written by Gbadamosi, Ayantunji and published by IGI Global. This book was released on 2019-01-11 with total page 451 pages. Available in PDF, EPUB and Kindle. Book excerpt: As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumption in various societies are being displaced largely due to the dynamic nature of the market. However, research has not been adequately devoted to explore the developments in consumer behavior in developing nations, which has resulted in numerous unanswered questions. Exploring the Dynamics of Consumerism in Developing Nations provides vital research on consumer behavior in developing countries and changes in the socio-cultural dimensions of marketing. While highlighting topics such as celebrity influence, marketing malpractices, and the adoption of e-government, this publication is ideally designed for researchers, advanced-level students, policymakers, and managers.
