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The Psychological Facets Of Consumer Brand Relationship In The Digital World
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Book Synopsis The psychological facets of consumer-brand relationship in the digital world by : Khalid Hussain
Download or read book The psychological facets of consumer-brand relationship in the digital world written by Khalid Hussain and published by Frontiers Media SA. This book was released on 2023-06-29 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Consumer-Brand Relationships by : Susan Fournier
Download or read book Consumer-Brand Relationships written by Susan Fournier and published by Routledge. This book was released on 2012-03-29 with total page 501 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Book Synopsis Handbook of Brand Relationships by : Deborah J. MacInnis
Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by Routledge. This book was released on 2014-12-18 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
Book Synopsis Brand Storytelling in the Digital Age by : S M A Moin
Download or read book Brand Storytelling in the Digital Age written by S M A Moin and published by Springer Nature. This book was released on 2020-10-26 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
Book Synopsis Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement by : Suki, Norazah Mohd
Download or read book Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement written by Suki, Norazah Mohd and published by IGI Global. This book was released on 2016-07-22 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement in the global economy. The Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement provides current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships. Emphasizing critical topics in the field of consumer behavior research, this publication is a comprehensive resource for marketing professionals, managers, retailers, advertising executives, scholars, and graduate-level students in marketing, psychology, and MBA programs.
Download or read book The Human Brand written by Chris Malone and published by John Wiley & Sons. This book was released on 2013-09-10 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why we choose companies and brands in the same way that weunconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in adeeply personal way—we hate our banks, love our smartphones,and think the cable company is out to get us. What's actually goingon in our brains when we make these judgments? Through originalresearch, customer loyalty expert Chris Malone and top socialpsychologist Susan Fiske discovered that our perceptions arise fromspontaneous judgments on warmth and competence, the same twofactors that also determine our impressions of people. We seecompanies and brands the same way we automatically perceive, judge,and behave toward one another. As a result, to achieve sustainedsuccess, companies must forge genuine relationships with customers.And as customers, we have a right to expect relationalaccountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (whatintentions others have toward us) and "competence" (how capablethey are of carrying out those intentions) to the way we perceiveand relate to companies and brands Features in-depth analyses of companies such as Hershey's,Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies overthe course of 10 separate studies The Human Brand is essential reading for understandinghow and why we make the choices we do, as well as what it takes forcompanies and brands to earn and keep our loyalty in the digitalage.
Book Synopsis Brand Love is not Enough by : Max Blackston
Download or read book Brand Love is not Enough written by Max Blackston and published by Routledge. This book was released on 2018-03-15 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: How would you feel about a bank that handled all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same is true for your relationship with brands. In this trailblazing book, Blackston extends his theory on consumer brand relationships introduced in the 1990s. He introduces a new construct called "brand's attitude," which complements the idea of brand image and introduces a typology of consumer relationships that is richer and more varied than the familiar concept of brand love. This construct describes more fully the two-way street that exists between consumers and brands, and fills a crucial gap in traditional branding literature in explaining consumers’ brand purchasing and usage behavior. Drawing on numerous actual examples and cases from a variety of different industries, and supported by 30 years of consumer data, Brand Love is not Enough should be on the shelf of any serious marketer or student of branding.
Book Synopsis Online Consumer Psychology by : Curtis P. Haugtvedt
Download or read book Online Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2005-03-23 with total page 685 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.
Book Synopsis Strong Brands, Strong Relationships by : Susan Fournier
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 477 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.
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 306 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.
Book Synopsis International Sport Management by : Eric W. MacIntosh
Download or read book International Sport Management written by Eric W. MacIntosh and published by Human Kinetics Publishers. This book was released on 2019-03-05 with total page 457 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Sport Management, Second Edition, serves as an invaluable guide for students as they build careers that require an understanding of the relationships, influences, and responsibilities of sport management in a global context.
Book Synopsis Fashion Communication in the Digital Age by : Nadzeya Kalbaska
Download or read book Fashion Communication in the Digital Age written by Nadzeya Kalbaska and published by Springer. This book was released on 2019-06-03 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book represents a major milestone in the endeavour to understand how communication is impacting on the fashion industry and on societal fashion-related practices and values in the digital age. It presents the proceedings of FACTUM 19, the first in a series of fashion communication conferences that highlights important theoretical and empirical work in the field. Beyond documenting the latest scientific insights, the book is intended to foster the sharing of methodological approaches, expand the dialogue between communications’ studies and fashion-related disciplines, help establish an international and interdisciplinary network of scholars, and offer encouragement and fresh ideas to junior researchers. It is of high value to academics and students in the fields of fashion communication, fashion marketing, visual studies in fashion, digital transformation of the fashion industry, and the cultural heritage dimension of fashion. In addition, it is a key resource for professionals seeking sound research on fashion communication and marketing.
Book Synopsis Relationship Marketing in the Digital Age by : Robert W. Palmatier
Download or read book Relationship Marketing in the Digital Age written by Robert W. Palmatier and published by Routledge. This book was released on 2019-01-15 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.
Book Synopsis Advertising and the World Wide Web by : David W. Schumann
Download or read book Advertising and the World Wide Web written by David W. Schumann and published by Psychology Press. This book was released on 1999-04-01 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter. What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.
Book Synopsis Customer Loyalty and Brand Management by : María Jesús Yagüe Guillén
Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
