Brand Engagement

Author : John G Fisher
Publisher : Kogan Page Publishers
Page : 232 pages
File Size : 40,9 Mb
Release : 2013-11-03
Category : Business & Economics
ISBN : 9780749470142

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Strategic Brand Engagement by John G Fisher Pdf

The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic model showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.

Author : Robert W. Palmatier,V. Kumar,Colleen M. Harmeling
Publisher : Springer
Page : 328 pages
File Size : 53,7 Mb
Release : 2017-08-29
Category : Business & Economics
ISBN : 9783319619859

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Customer Engagement Marketing by Robert W. Palmatier,V. Kumar,Colleen M. Harmeling Pdf

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.

Author : I. Buckingham
Publisher : Springer
Page : 221 pages
File Size : 44,7 Mb
Release : 2016-06-03
Category : Business & Economics
ISBN : 9780230579507

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Brand Engagement by I. Buckingham Pdf

This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.

Author : Raouf A. Rather,Haywantee Ramkissoon
Publisher : Edward Elgar Publishing
Page : 382 pages
File Size : 49,9 Mb
Release : 2023-10-06
Category : Business & Economics
ISBN : 9781802203943

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Handbook of Customer Engagement in Tourism Marketing by Raouf A. Rather,Haywantee Ramkissoon Pdf

Providing an overview of current research and empirical applications, this Handbook serves as an authoritative and comprehensive guide to customer engagement in the tourism industry. Addressing important challenges, contributions from a global range of scholars explore an array of strategic and tactical issues including understanding and managing customer engagement as well as the metrics for capturing, measuring and implementing engagement methods.

Author : Nagaraj, Samala
Publisher : IGI Global
Page : 334 pages
File Size : 44,8 Mb
Release : 2021-02-12
Category : Business & Economics
ISBN : 9781799839200

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Insights, Innovation, and Analytics for Optimal Customer Engagement by Nagaraj, Samala Pdf

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving services. Insights, Innovation, and Analytics for Optimal Customer Engagement is an advanced reference book that covers the latest emerging research in customer engagement and includes underlying theories, innovative methods, a review of existing literature, engagement analytics, and insights for marketers with reference to customer engagement. The book covers various product categories, industries, and sectors that are working to engage customers in inventive and creative ways. This book is a comprehensive reference tool for marketers, brand managers, social media specialists, advertisers, managers, executives, academicians, researchers, practitioners, and students interested in gaining comprehensive knowledge about customer engagement and the latest advancements in the field.

Author : Roderick J. Brodie,Linda D. Hollebeek,Jodie Conduit
Publisher : Routledge
Page : 296 pages
File Size : 40,6 Mb
Release : 2015-12-14
Category : Business & Economics
ISBN : 9781317533160

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Customer Engagement by Roderick J. Brodie,Linda D. Hollebeek,Jodie Conduit Pdf

How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement? The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.

Author : Linda D. Hollebeek,David E. Sprott
Publisher : Edward Elgar Publishing
Page : 544 pages
File Size : 51,7 Mb
Release : 2019
Category : Business & Economics
ISBN : 9781788114899

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Handbook of Research on Customer Engagement by Linda D. Hollebeek,David E. Sprott Pdf

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Author : Katarzyna Żyminkowska
Publisher : Springer
Page : 175 pages
File Size : 51,7 Mb
Release : 2019-02-27
Category : Business & Economics
ISBN : 9783030116774

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Customer Engagement in Theory and Practice by Katarzyna Żyminkowska Pdf

Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.

Author : Khalid Hussain,Huayu Shi,Muzhar Javed,Muhammad Junaid
Publisher : Frontiers Media SA
Page : 229 pages
File Size : 47,9 Mb
Release : 2023-06-29
Category : Science
ISBN : 9782832527283

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The psychological facets of consumer-brand relationship in the digital world by Khalid Hussain,Huayu Shi,Muzhar Javed,Muhammad Junaid Pdf

Author : Luiz Moutinho,Enrique Bigné,Ajay K. Manrai
Publisher : Routledge
Page : 698 pages
File Size : 50,8 Mb
Release : 2014-01-10
Category : Business & Economics
ISBN : 9781136242854

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The Routledge Companion to the Future of Marketing by Luiz Moutinho,Enrique Bigné,Ajay K. Manrai Pdf

The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge. Selected Contents: Part 1: New Paradigms and Philosophical Insights Part 2: Contributions from other Scientific Fields Part 3: Reconnecting with Consumers and Markets Part 4: New Methodological Insights in Scholarly Research in the Field

Author : Michael W. Obal,Nina Krey,Christian Bushardt
Publisher : Springer
Page : 896 pages
File Size : 44,9 Mb
Release : 2015-12-12
Category : Business & Economics
ISBN : 9783319118154

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Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era by Michael W. Obal,Nina Krey,Christian Bushardt Pdf

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 2014 Academy of Marketing Science (AMS) Annual Conference held in Indianapolis, Indiana, entitled Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. The volume includes manuscripts relevant to marketing strategy, consumer behaviour, quantitative modelling, among others.

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1723 pages
File Size : 41,9 Mb
Release : 2018-01-05
Category : Business & Economics
ISBN : 9781522551881

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Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by Management Association, Information Resources Pdf

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Author : Gupta, Monika,Jindal, Priya,Bansal, Shubhi
Publisher : IGI Global
Page : 317 pages
File Size : 41,6 Mb
Release : 2022-12-09
Category : Business & Economics
ISBN : 9781668458990

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Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing by Gupta, Monika,Jindal, Priya,Bansal, Shubhi Pdf

Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.

Author : Bansal, Rohit,Ngah, Abdul Hafaz,Chakir, Aziza,Pruthi, Nishita
Publisher : IGI Global
Page : 370 pages
File Size : 41,5 Mb
Release : 2024-01-24
Category : Business & Economics
ISBN : 9798369308165

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Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement by Bansal, Rohit,Ngah, Abdul Hafaz,Chakir, Aziza,Pruthi, Nishita Pdf

Academic scholars find themselves confronted with a formidable challenge: staying abreast of the ever-evolving landscape of Artificial Intelligence(AI). The intricate interplay between AI and its profound impact on various facets of society, including customer engagement, remains an enigma for many. This knowledge gap not only hampers their ability to contribute meaningfully to their fields but also leaves them trailing behind the dynamic developments taking place in industries worldwide. As AI continues to reshape the business environment, it becomes imperative for academia to bridge this chasm between theory and practice. Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement is an effective solution to the pressing problem at hand. With meticulous clarity, it unravels the complexities of ChatGPT, an innovative AI technology, and its revolutionary potential in the realm of customer engagement. It offers a lifeline to academic scholars seeking to navigate the uncharted territory of AI, providing them with an in-depth understanding of how ChatGPT can reshape customer interactions.

Author : Mohd Suki, Norazah
Publisher : IGI Global
Page : 391 pages
File Size : 46,5 Mb
Release : 2020-09-04
Category : Business & Economics
ISBN : 9781799847731

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Handbook of Research on Technology Applications for Effective Customer Engagement by Mohd Suki, Norazah Pdf

In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries more importance than ever before. By building a strong online presence and maintaining a long-lasting relationship with valuable customers through high-quality customer experience, companies continue to thrive during this digital age. The Handbook of Research on Technology Applications for Effective Customer Engagement is a pivotal reference source that provides vital research on the utilization of the best research practices for consumer satisfaction and loyalty. While highlighting topics such as target marketing, consumer behavior, and brand equity, this publication explores the applications of modern technology in marketing as well as recent business activities of international companies. This book is ideally designed for business professionals, practitioners, marketers, advertisers, brand managers, retailers, managers, academics, researchers, and graduate-level students.