Brand Equity & Advertising

Brand Equity & Advertising
Title Brand Equity & Advertising PDF eBook
Author David A. Aaker
Publisher Psychology Press
Pages 406
Release 2013-10-31
Genre Business & Economics
ISBN 1317759826

Download Brand Equity & Advertising Book in PDF, Epub and Kindle

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.

Global Branding: Breakthroughs in Research and Practice

Global Branding: Breakthroughs in Research and Practice
Title Global Branding: Breakthroughs in Research and Practice PDF eBook
Author Management Association, Information Resources
Publisher IGI Global
Pages 998
Release 2019-07-05
Genre Business & Economics
ISBN 1522592830

Download Global Branding: Breakthroughs in Research and Practice Book in PDF, Epub and Kindle

To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Antecedents and consequences of employee based brand equity

Antecedents and consequences of employee based brand equity
Title Antecedents and consequences of employee based brand equity PDF eBook
Author Muhammad Waseem Bari
Publisher Frontiers Media SA
Pages 281
Release 2023-04-06
Genre Science
ISBN 2832518567

Download Antecedents and consequences of employee based brand equity Book in PDF, Epub and Kindle

Managing Public Relations and Brand Image through Social Media

Managing Public Relations and Brand Image through Social Media
Title Managing Public Relations and Brand Image through Social Media PDF eBook
Author Singh, Anurag
Publisher IGI Global
Pages 378
Release 2016-05-16
Genre Business & Economics
ISBN 1522503331

Download Managing Public Relations and Brand Image through Social Media Book in PDF, Epub and Kindle

Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era. Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policy makers, website developers, students and educators of public relations, PR and advertising professionals, and organizations who wish to better understand the effects of social media.

Brand Hate

Brand Hate
Title Brand Hate PDF eBook
Author S. Umit Kucuk
Publisher Springer
Pages 200
Release 2018-09-29
Genre Business & Economics
ISBN 3030003809

Download Brand Hate Book in PDF, Epub and Kindle

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.

Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research

Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research
Title Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research PDF eBook
Author Arch G. Woodside
Publisher Emerald Group Publishing
Pages 325
Release 2009-12-21
Genre Business & Economics
ISBN 1849506035

Download Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research Book in PDF, Epub and Kindle

Examines how research tools affect theory advances in culture and tourism research. This title includes papers that focus on how to gain meaning from data to thus look at how streams of antecedent conditions result in tourism behavior.

The SAGE Handbook of Advertising

The SAGE Handbook of Advertising
Title The SAGE Handbook of Advertising PDF eBook
Author Gerard J Tellis
Publisher SAGE
Pages 513
Release 2007-10-24
Genre Business & Economics
ISBN 1446265900

Download The SAGE Handbook of Advertising Book in PDF, Epub and Kindle

′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.