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Author : Michael Nessrallah
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)
Download or read book Symbolic Brand Transgression written by Michael Nessrallah and published by . This book was released on 2011 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Eda Sayın
Publisher :
ISBN 13 :
Total Pages : 232 pages
Book Rating : 4.:/5 (13 download)
Download or read book Essays on Brand Transgressions, Attachment, and Symbolism written by Eda Sayın and published by . This book was released on 2014 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Naresh K. Malhotra
Publisher : Emerald Group Publishing
ISBN 13 : 178441932X
Total Pages : 338 pages
Book Rating : 4.7/5 (844 download)
Download or read book Brand Meaning Management written by Naresh K. Malhotra and published by Emerald Group Publishing. This book was released on 2015-05-05 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. Other meaning makers (e.g., celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create.
Author : Shailendra Pratap Jain
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 150151735X
Total Pages : 183 pages
Book Rating : 4.5/5 (15 download)
Download or read book Managing Brand Transgressions written by Shailendra Pratap Jain and published by Walter de Gruyter GmbH & Co KG. This book was released on 2024-07-22 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: Boeing Max 737’s twin crashes, Volkswagen’s Dieselgate scandal, worms in Cadbury’s chocolates, cyanide in Tylenol, the #MeToo movement... In the past 24–48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions – real or perceived – plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive situations. Managing Brand Transgressions: 8 Principles to Transform Your Brand presents over 25 case studies of brands like Boeing, Cadbury, Dolce & Gabbana, Fox News, Maggi, Starbucks, Stoli Vodka, and Tylenol in countries such as USA, China, India, UK, Germany, Italy, Japan, and Latvia. Through these real-life stories, the book captures a snapshot of approximately 50 years of company responses to crises – some successful, some not – caused by brand transgressions. Most importantly, it provides managers with a roadmap of eight principles that companies must use to turn transgressions into opportunities and transform their brands from inside out. Thoroughly researched, gripping, and provocative, this book can guide a brand not only through its crisis but prevent it from becoming a dinosaur.
Author : Shailendra Pratap Jain
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 1501517333
Total Pages : 172 pages
Book Rating : 4.5/5 (15 download)
Download or read book Managing Brand Transgressions written by Shailendra Pratap Jain and published by Walter de Gruyter GmbH & Co KG. This book was released on 2024-07-22 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Boeing Max 737’s twin crashes, Volkswagen’s Dieselgate scandal, worms in Cadbury’s chocolates, cyanide in Tylenol, the #MeToo movement... In the past 24–48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions – real or perceived – plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive situations. Managing Brand Transgressions: 8 Principles to Transform Your Brand presents over 25 case studies of brands like Boeing, Cadbury, Dolce & Gabbana, Fox News, Maggi, Starbucks, Stoli Vodka, and Tylenol in countries such as USA, China, India, UK, Germany, Italy, Japan, and Latvia. Through these real-life stories, the book captures a snapshot of approximately 50 years of company responses to crises – some successful, some not – caused by brand transgressions. Most importantly, it provides managers with a roadmap of eight principles that companies must use to turn transgressions into opportunities and transform their brands from inside out. Thoroughly researched, gripping, and provocative, this book can guide a brand not only through its crisis but prevent it from becoming a dinosaur.
Author : Florian Meisel
Publisher : GRIN Verlag
ISBN 13 : 3640181263
Total Pages : 41 pages
Book Rating : 4.6/5 (41 download)
Download or read book Symbolic Use of Brands written by Florian Meisel and published by GRIN Verlag. This book was released on 2008-10 with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2, University of Vienna (Marketing ), course: Special Topics in Fashion and Brand Marketing, 19 entries in the bibliography, language: English, abstract: Increasingly, brands are seen as important in creating individual identity, a sense of achievement and individuality for consumers. It is clear that positioning a brand trough a clear and consistent image building campaign is a cornerstone of brand marketing. It is also evident that certain brand dimensions and associations lead to increased marketplace recognition and economic success for brand owners, as a result the value consumers place on them. Marketers spend millions of dollars each year to identify well defined, strong brand images and to support them. A company's economic superiority is frequently implied by the strength of its brand name giving it the ability to differentiate itself and improve its competitiveness. (Nykiel, 1997) Park, Jaworski and MacInnis (1986) noted that consumer needs could be classified in functional or symbolic needs. The functional needs are related to specific and practical consumption problems, whereas symbolic needs are related to self image and social identification. (Subodh Bhat, 1998) Therefore they mentioned that all brand should have a "brand concept", which is an overall abstract meaning that identifies a brand. Also, there are different types of motivations among each individual, and these motivations drives their needs either to be functional or symbolic in nature. Thus, functional needs of consumers could be exploited with a functional brand, one positioned with a functional brand concept. A brand could be also positioned as a "symbolic" brand for consumers who whish to enhance their self image or their social image. (Park, 1991)
Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308070
Total Pages : 292 pages
Book Rating : 4.1/5 (193 download)
Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Author : Anna Kruglova
Publisher : Taylor & Francis
ISBN 13 : 1000629252
Total Pages : 174 pages
Book Rating : 4.0/5 (6 download)
Download or read book Terrorist Recruitment, Propaganda and Branding written by Anna Kruglova and published by Taylor & Francis. This book was released on 2022-08-05 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book analyses the marketing techniques that terrorist organisations employ to encourage people to adopt their ideology and become devoted supporters. The book’s central thesis is that due to the development of digital technologies and social media, terrorist groups are employing innovative marketing techniques and advertising strategies to foster an emotional connection with their audiences, particularly those in younger demographics. By conducting thematic and narrative analyses of Islamic State of Iraq and Syria (ISIS) propagandist magazines, as well as looking at the group’s online communities, the book demonstrates that terrorist groups behave as commercial brands by establishing an emotional connection with their potential recruits. Specifically, groups and their potential supporters follow the logic of emotional choice. The book emphasizes that while ISIS became the first group that discovered and benefited from the power of marketing, it did not have a supernatural power and thus it is possible to find a response to it, which is particularly important now. The book eventually poses a question about whether terrorism has become the product of marketing in the same way as any mainstream consumer product is, and asks what can we do to battle the appeal of marketing-savvy terrorist groups. This book will be of interest to students of terrorism studies, radicalisation, and propaganda, communication , and security studies.
Author : Merja Elo
Publisher : Taylor & Francis
ISBN 13 : 1000928918
Total Pages : 312 pages
Book Rating : 4.0/5 (9 download)
Download or read book Interdisciplinary Perspectives on Planetary Well-Being written by Merja Elo and published by Taylor & Francis. This book was released on 2023-06-26 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a paradigm shift in how human and nonhuman well-being are perceived and approached. In response to years of accelerated decline in the health of ecosystems and their inhabitants, this edited collection presents planetary well-being as a new cross-disciplinary concept to foster global transformation towards a more equal and inclusive framing of well-being. Throughout this edited volume, researchers across the humanities, social sciences, and natural sciences apply and reflect on the concept of planetary well-being, showcasing its value as an interdisciplinary, cross-sectoral changemaker. The book explores the significance of planetary well-being as a theoretical and empirical concept in sustainability science and applies it to discipline-specific cases, including business, education, psychology, culture, and development. Interdisciplinary perspectives on topical global questions and processes underpin each chapter, from soil processes and ecosystem health to global inequalities and cultural transformation, in the framework of planetary well-being. The book will appeal to academics, researchers, and students in a broad range of disciplines including sustainability science, sustainable development, natural resources, and environmental humanities. Calling readers to assess, challenge, and rethink the dominant perceptions of well-being and societal activities, this rich resource that explores the interconnection between human and nonhuman well-being serves as a tool to foster transformative action towards a more sustainable society. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND) 4.0 license.
Author : Susan Fournier
Publisher : Routledge
ISBN 13 : 1317662342
Total Pages : 342 pages
Book Rating : 4.3/5 (176 download)
Download or read book Strong Brands, Strong Relationships written by Susan Fournier and published by Routledge. This book was released on 2015-06-12 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.
Author : Sharon Ng
Publisher : Oxford University Press, USA
ISBN 13 : 0199388520
Total Pages : 369 pages
Book Rating : 4.1/5 (993 download)
Download or read book Handbook of Culture and Consumer Behavior written by Sharon Ng and published by Oxford University Press, USA. This book was released on 2015 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Elizabeth Parsons
Publisher : Taylor & Francis
ISBN 13 : 1000898261
Total Pages : 206 pages
Book Rating : 4.0/5 (8 download)
Download or read book Contemporary Issues in Marketing and Consumer Behaviour written by Elizabeth Parsons and published by Taylor & Francis. This book was released on 2023-07-31 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation. Topics new to this edition include: Digital Markets and Marketing Hierarchies of Knowledge in Marketing Marketing Inequalities: Feminisms and intersectionalities The Ethics and Politics of Consumption New case studies include: Emerging Economy Brands The Fairtrade Brand Disappearing Influencers Decolonising the Media Written by four experts in the field, this popular text successfully links marketing theory with practice, locating marketing ideas and applications within wider global, social and economic contexts. It provides a complete and thought-provoking overview for postgraduate, MBA and advanced undergraduate modules in marketing and consumer behaviour and a useful resource for dissertation study at both undergraduate and postgraduate levels. Online resources include chapter-by-chapter PowerPoint slides.
Author : Aric Rindfleisch
Publisher : Emerald Group Publishing
ISBN 13 : 1787563391
Total Pages : 248 pages
Book Rating : 4.7/5 (875 download)
Download or read book Marketing in a Digital World written by Aric Rindfleisch and published by Emerald Group Publishing. This book was released on 2019-09-19 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.
Author : Jaywant Singh
Publisher : Kogan Page Publishers
ISBN 13 : 139861159X
Total Pages : 345 pages
Book Rating : 4.3/5 (986 download)
Download or read book Brand Management written by Jaywant Singh and published by Kogan Page Publishers. This book was released on 2024-05-03 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.
Author : Chris Hackley
Publisher : Springer
ISBN 13 : 1137297115
Total Pages : 282 pages
Book Rating : 4.1/5 (372 download)
Download or read book Marketing in Context written by Chris Hackley and published by Springer. This book was released on 2013-11-14 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.
Author : Brooke Spencer
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (139 download)
Download or read book Consumer-Brand Relationships, Corporate Social Responsibility, and Brand Transgressions written by Brooke Spencer and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the increasing prevalence of brands creating relationships with consumers that are much like our interpersonal relationships, brands must find ways to build strong, committed relationships with their consumers. Corporate social responsibility advertising is one effective way that brands have improved consumer loyalty to and perception of the brand. On the flip side, brands may experience transgressions that negatively impact their relationship with consumers. This research investigated how pre-existing consumer-brand relationships, corporate social responsibility, and brand transgressions intertwine to impact consumer behavioral and attitudinal responses to brand transgressions. The theoretical frameworks of social exchange theory, identity fusion theory, and moral reasoning theory were used as a lens for viewing the possible interactions between CBRs, CSR, and brand transgressions. Results revealed an interaction between CSR perception and transgression severity in regard to NWOM intention, post-transgression CSR perception, and comment intention. No other hypothesized interactions between variables were observed.
Author : Tilde Heding
Publisher : Routledge
ISBN 13 : 1000065529
Total Pages : 389 pages
Book Rating : 4.0/5 ( download)
Download or read book Brand Management written by Tilde Heding and published by Routledge. This book was released on 2020-05-10 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.
