عنوان

Brand culture and identity :

(Number (ISBN

1522571175

(Number (ISBN

9781522571179

Erroneous ISBN

9781522571162

Title Proper

Brand culture and identity :

General Material Designation

[Book]

Other Title Information

concepts, methodologies, tools, and applications /

First Statement of Responsibility

Information Resources Management Association, editor.

Place of Publication, Distribution, etc.

Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) :

Name of Publisher, Distributor, etc.

IGI Global,

Date of Publication, Distribution, etc.

[2018]

Specific Material Designation and Extent of Item

1 online resource (96 PDFs (3 volumes))

Text of Note

Includes bibliographical references and index.

Text of Note

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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Text of Note

"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"--

International Standard Book Number

9781522571162

Brand name products.

Branding (Marketing)

Telemarketing.

Brand name products.

Branding (Marketing)

BUSINESS & ECONOMICS-- Industrial Management.

BUSINESS & ECONOMICS-- Management Science.

BUSINESS & ECONOMICS-- Management.

BUSINESS & ECONOMICS-- Organizational Behavior.

Telemarketing.

BUS-- 041000

BUS-- 042000

BUS-- 082000

BUS-- 085000

Number

Edition

Class number

Book number

IGI Global,publisher.

Information Resources Management Association,editor.

Date of Transaction

20200823041908.0

Cataloguing Rules (Descriptive Conventions))

pn

Electronic name

[Book]

Y