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" Brand culture and identity : "
Information Resources Management Association, editor.
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BL
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| Record Number
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852662
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| Title & Author
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Brand culture and identity : : concepts, methodologies, tools, and applications /\ Information Resources Management Association, editor.
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| Publication Statement
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Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) :: IGI Global,, [2018]
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| Page. NO
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1 online resource (96 PDFs (3 volumes))
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| ISBN
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1522571175
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: 9781522571179
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9781522571162
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Volume I. Section 1. Fundamental concepts and theories. Chapter 1. An overview of employer branding with special reference to Indian organizations ; Chapter 2. The dark side of multi-platform advertising in an emerging economy context ; Chapter 3. Emotional branding through celebrity endorsements ; Chapter 4. The image in print advertising and comments to Val larsen's research program ; Chapter 5. Evolution of brand culture: a post-industrial revolution story ; Chapter 6. Evaluating the brand with radical transparency ; Chapter 7. Emotional communication for brand appeal and acceptance: an Indian approach ; Chapter 8. 'Cool', brands and 'Cool' brands -- Section 2. Development and design methodologies. Chapter 9. An exploratory study of the effectiveness of mobile advertising ; Chapter 10. Internal branding as innovation tenet: a transformational paradigm shift ; Chapter 11. Emotional branding as a strategy in promoting customer loyalty ; Chapter 12. Branding and communication strategies in healthcare organizations: an Indian study ; Chapter 13. The emotional branding process ; Chapter 14. Perceived positioning of 'made in China': perspective of means-end theory ; Chapter 15. Marketing strategies in competitive markets and challenging times ; Chapter 16. A consumer-based branding process ; Chapter 17. Exploring kapferer's brand identity prism applicability in Indian political marketing aspect with special focus to youth voters ; Chapter 18. Building brands in emerging economies: a consumer-oriented approach ; Chapter 19. Semiotics of brand building: case of the muthoot group ; Chapter 20. A framework of brand strategy and the "glocalization" approach: the case of Indonesia ; Chapter 21. Loving and hating brands: multiple relationships between consumers and brands ; Chapter 22. A cross-cultural perspective on motives and patterns of brand recommendation in social media ; Chapter 23. Building and development of dairy "Dana" brand -- Section 3. Tools and technologies. Chapter 24. Clients' perception, extent of adoption, and level of satisfaction with multi-platform advertising media strategies (mupams): among business organisations in Ibadan, South-western Nigeria ; Chapter 25. Online video advertisements' effect on purchase intention: an exploratory study on youth ; Chapter 26. Mobile devices and advertising: perceptions and opportunities -- Volume II. Chapter 27. Branding and mobile: revolutionizing strategies ; Chapter 28. Smart advertising ; Chapter 29. Sustainable brand personality traits for business-to-business markets ; Chapter 30. Analysis social media based brand communities and consumer behavior: a netnographic approach ; Chapter 31. Drivers of brand trust in Internet retailing: the case of Indonesia ; Chapter 32. Examining the brand communication tools that impact brand preferences of women consumer buying intentions: empirical investigation of Middle East ; Chapter 33. Experiential marketing as a tool for emotional brand building ; Chapter 34. Promoting city branding by defining the tourism potential area based on GIS mapping ; Chapter 35. Mobile phone purchasing and brand presence on Facebook ; Chapter 36. Audiobranding and its importance to your personal brand: new ways to communicate our messages through sound ; Chapter 37. Building city brand through social media: the effect of social media brand community on brand image ; Chapter 38. The role of marketing intelligence in brand positioning: perspective of marketing professionals -- Section 4. Utilization and applications. Chapter 39. Internet advertising pleasure and purchase intention ; Chapter 40. Differences across device usage in search engine advertising ; Chapter 41. Narrative 3.0: generating of user integrated narrative ; Chapter 42. Debranding digital identity: personal branding and identity work in a networked age ; Chapter 43. The bottled water market and consumer behavior ; Chapter 44. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 45. Leveraging reputation for product innovation through strategic co-branding ; Chapter 46. Branding culture: a study of Telugu film industry ; Chapter 47. Brand journalism and personal branding in academia ; Chapter 48. Los Angeles: diversity and dreams as brand ; Chapter 49. Brand perception and its relation to perceived performance of a public sports service ; Chapter 50. Space of culture and brand in sequel of Telugu films: a qualitative study ; Chapter 51. The power of brand loyalty in creating enterprise value ; Chapter 52. Branding and brand management: case of Amul ; Chapter 53. A case study on pitfalls in branding of boroline ; Chapter 54. Digitalization as part of tourism brand development: a case study on two christmas destinations -- Volume III. Chapter 55. Brand-led transformation: operationalising the brand in complex service businesses ; Chapter 56. Brand pathologies: "monstrous" fan relationships and the media brand "twilight" -- Section 5. Organizational and social implications. Chapter 57. Actor effect: a study on historical figures who have shaped the advertising narration ; Chapter 58. The effectiveness of financing the marketing of small and medium-sized enterprises in Qatar and the gulf co-operation council (GCC) countries: with a special focus on advertising ; Chapter 59. Impact of advertising and public relations on tourism development in Da Nang, Vietnam ; Chapter 60. Consumer behaviors and contemporary attitudes in luxury markets ; Chapter 61. Impact of digital communication on consumer behaviour processes in luxury branding segment: a study of apparel industry ; Chapter 62. The effect of city brand love on tourist based city brand equity: city branding study in Indonesia ; Chapter 63. How branded entertainment shapes consumers' brand attitudes: evidence from an advertiser-funded program ; Chapter 64. The role of movies/TV series in building country/city/destination brands ; Chapter 65. Factors affecting internet advertising adoption in ad agencies ; Chapter 66. The use of geomarketing to promote personal branding: make your mark as a teacher in the territory of Internet ; Chapter 67. The impact of social media branding on developing brand advocates for start-ups ; Chapter 68. Brand trust in offline and online environments: lessons for social media ; Chapter 69. The impact of brand variance on gender in FMCG sector: with a special reference to toothpaste category -- Section 6. Managerial impact. Chapter 70. Employer branding and Internet security ; Chapter 71. The globalization of the art market: a cross-cultural perspective where local features meet global circuits ; Chapter 72. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 7. Critical issues and challenges. Chapter 73. A literature review on the viral advertising narrative structure ; Chapter 74. Historical transformation of the advertising narration in Turkey: from stereotype to digital media ; Chapter 75. Investigation of consumer behavior: a study on organic wine ; Chapter 76. Retail marketing strategies and brand management: a global retail industry perspective ; Chapter 77. A study on customer loyalty as a determinant for harnessing power brands ; Chapter 78. Brands loyalty: empirical evidence from the emerging Egyptian mobile industry ; Chapter 79. The power of associations in creating, building, and sustaining brand value ; Chapter 80. Copying, branding, and the ethical implications of rights in immaterial cultural goods -- Section 8. Emerging trends. Chapter 81. Branding in 2025: a dawn of a new era ; Chapter 82. Cultural perspectives on advertising perceptions and brand trustworthiness ; Chapter 83. Brand reputation in the Facebook era: the impact of user generated content in brand reputation management brand reputation in the Facebook era.
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| Abstract
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"This book is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding"--
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| Subject
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Brand name products.
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Branding (Marketing)
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Telemarketing.
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Brand name products.
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Branding (Marketing)
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BUSINESS ECONOMICS-- Industrial Management.
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BUSINESS ECONOMICS-- Management Science.
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BUSINESS ECONOMICS-- Management.
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BUSINESS ECONOMICS-- Organizational Behavior.
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Telemarketing.
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| Dewey Classification
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658.8/27
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| LC Classification
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HF5415.1255.B7173 2018e
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| Added Entry
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IGI Global,publisher.
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Information Resources Management Association,editor.
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