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

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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

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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

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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.

Brand Attachment

Brand Attachment
Title Brand Attachment PDF eBook
Author C. Whan Park
Publisher Now Publishers Inc
Pages 50
Release 2008
Genre Business & Economics
ISBN 1601981007

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The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

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

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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.

Antecedents and Outcomes of Employee-Based Brand Equity

Antecedents and Outcomes of Employee-Based Brand Equity
Title Antecedents and Outcomes of Employee-Based Brand Equity PDF eBook
Author Bari, Muhammad Waseem
Publisher IGI Global
Pages 316
Release 2022-06-17
Genre Business & Economics
ISBN 166843623X

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Branding and human capital are considered a firm’s most important assets, and the development of these intangible assets is a particularly challenging and important management task for human resource managers and marketers. Employee-based brand equity is a key advantage for the organization and an important part of the brand-based evaluation. To develop an effective and strong employee-based brand equity, firms need to focus on the perceptions of employees and promote positive attitudes about affiliation with the firm. Antecedents and Outcomes of Employee-Based Brand Equity explores the antecedents and consequences of employee-based brand equity from different perspectives and different artifacts of employee-based brand equity. This book highlights the importance of brand equity from a human resource management perspective. It further highlights the ways in which brand equity can be fruitful in understanding and learning different theories and concepts with the interaction of different industries and culture. Covering topics such as employee retention, psychological capital, and brand experience, this premier reference source is an indispensable resource for corporate offices, human resource managers, business leaders and managers, governmental organizations, marketing professionals, customer service professionals, libraries, students and educators of higher education, researchers, and academicians.

Customer Equity Management

Customer Equity Management
Title Customer Equity Management PDF eBook
Author Roland T. Rust
Publisher Prentice Hall
Pages 552
Release 2005
Genre Customer equity
ISBN 9780131419292

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This book includes a practical framework with applied cases, and award-winning research.