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Author : Paul Feldwick
Publisher : Unknown
Page : 148 pages
File Size : 53,6 Mb
Release : 2002
Category : Advertising
ISBN : 1841161098
Author : John Philip Jones
Publisher : SAGE
Page : 408 pages
File Size : 55,8 Mb
Release : 1999-07-13
Category : Business & Economics
ISBN : 0761912436
With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
Author : David A. Aaker,Alexander L. Biel
Publisher : Psychology Press
Page : 406 pages
File Size : 46,9 Mb
Release : 2013-10-31
Category : Business & Economics
ISBN : 9781317759829
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Author : Charitha Harshani Perera,Rajkishore Nayak,Long Van Thang Nguyen
Publisher : Springer Nature
Page : 284 pages
File Size : 41,5 Mb
Release : 2022-09-30
Category : Business & Economics
ISBN : 9789811950179
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Author : Veselinova, Elena,Samonikov, Marija Gogova
Publisher : IGI Global
Page : 392 pages
File Size : 40,6 Mb
Release : 2017-07-13
Category : Business & Economics
ISBN : 9781522524182
The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.
Author : Muhammad Waseem Bari,T. Ramayah,Francesca Di Virgilio,Emilia Alaverdov
Publisher : Frontiers Media SA
Page : 281 pages
File Size : 48,7 Mb
Release : 2023-04-06
Category : Science
ISBN : 9782832518564
Author : Colin Campbell,Junzhao (Jonathon) Ma
Publisher : Springer
Page : 922 pages
File Size : 40,8 Mb
Release : 2015-12-01
Category : Business & Economics
ISBN : 9783319241845
This volume includes the full proceedings from the 2013 World Marketing Congress held in Melbourne, Australia with the theme Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. 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.
Author : C. Torelli
Publisher : Springer
Page : 161 pages
File Size : 41,8 Mb
Release : 2013-11-19
Category : Business & Economics
ISBN : 9781137331953
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.
Author : Michael Burger
Publisher : BoD – Books on Demand
Page : 14 pages
File Size : 55,6 Mb
Release : 2012
Category : Electronic
ISBN : 9783848228508
Author : Yves-Alain Ach,Sandra Rmadi-Saïd
Publisher : John Wiley & Sons
Page : 196 pages
File Size : 51,7 Mb
Release : 2021-03-03
Category : Business & Economics
ISBN : 9781786305671
The brand is the companys most important asset. In their financial statements, companies are faced with a lack of accounting recognition for the brands they have created, and value recognition for the brands they have acquired. This book studies the nature, characteristics and determinants of brand information published in companies annual and financial reports. It presents case studies on the methods of evaluating and developing brands, and analyzes annual reports published by listed companies, whose brands appear in international rankings. It reflects on the inadequacy of information and disclosed data to demonstrate the value of brands and the need to ensure that more reliable and relevant financial information is available to investors. Financial Information and Brand Value goes beyond the simple application of conceptual frameworks in order for the reader to master the practices related to brand valuation.
Author : Leslie de Chernatony,Malcolm McDonald
Publisher : Routledge
Page : 489 pages
File Size : 48,8 Mb
Release : 2012-11-27
Category : Business & Economics
ISBN : 9781136413612
This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: * Powerful analysis of new areas such as e-branding and e-marketing * A completely new set of advertising and brand images to illustrate key points * A powerful analysis of the key drivers of brand value There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.
Author : Leslie De Chernatony,Malcolm McDonald
Publisher : Routledge
Page : 489 pages
File Size : 45,8 Mb
Release : 2003
Category : Business & Economics
ISBN : 9780750659802
"Creating Powerful Brands" covers areas such as e-branding and e- marketing, with some additions and updated advertisement/brand images.
Author : Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson
Publisher : Routledge
Page : 617 pages
File Size : 40,5 Mb
Release : 2016-07-15
Category : Business & Economics
ISBN : 9781317751588
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Author : Kaled K. Hameide
Publisher : Routledge
Page : 260 pages
File Size : 43,6 Mb
Release : 2020-11-19
Category : Business & Economics
ISBN : 9781351106849
The fashion industry is a multibillion-dollar global industry with a variety of organizational structures and a multitude of challenges. Such scope triggered the recent rise in management programs in the U.S. and Europe aiming to produce and train young managers to meet such global and diverse challenges. Managing Fashion covers the fashion business with a twist – a management twist. Its goal is to tackle the topics from a fashion manager perspective referencing relevant management concepts and theories, thus offering a deeper and more practical dimension to the issues addressed. It offers a balanced mix of fashion and management, theory and application, as well as creating an opportunity for analysis and critical thinking. Discussions throughout the book are supported by specially developed case studies and relevant examples taken from the fashion industry. It is an opportunity to expose the fashion student or reader, as well as aspiring fashion managers, to a more practical approach to fashion theories and issues. Managing Fashion will serve as a core text for Fashion Studies, Fashion Entrepreneurship, and Fashion Merchandising majors as well as for special business degrees and management certificates targeting the fashion industry.
Author : Androniki Kavoura,Damianos P. Sakas,Petros Tomaras
Publisher : Springer
Page : 764 pages
File Size : 53,8 Mb
Release : 2016-09-26
Category : Business & Economics
ISBN : 9783319338651
This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights the use of data analytics, intelligence and knowledge-based systems in this area. In the era of knowledge-based economy, marketing has a lot to gain from collecting and analyzing data associated with customers, business processes, market economics or even data related to social activities. The contributed chapters are concerned with using modern qualitative and quantitative techniques based on information technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related to data analytics, predictive analytics and modeling, business intelligence and knowledge engineering, in order to demonstrate new ways of uncovering hidden knowledge and supporting marketing decisions with evidence-based intelligent tools. Among the topics covered include innovative tourism marketing strategies, marketing communications in small and medium-sized enterprises (SMEs), the use of business modeling, as well as reflecting on the marketing trends and outlook for all transportation industry segments. The papers in this proceedings has been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume compiles their contributions to the field, highlighting the exchange of insights on strategic issues in the science of innovation marketing.