{"title":"The Power of Brand Loyalty in Creating Enterprise Value","authors":"Ayşenur Gökalp","doi":"10.4018/978-1-5225-3619-2.CH006","DOIUrl":"https://doi.org/10.4018/978-1-5225-3619-2.CH006","url":null,"abstract":"In their communication with the external target market, companies strive to draw the target market's attention in terms of how the companies, their activities, and the quality of their product services are viewed from outside. Therefore, anything that serves to improve company reputation will contribute positively to the company image. This, in turn, will lead to the provision of brand loyalty. This is why companies are organizing activities to reinforce and strengthen their institutional reputation. That the company has a strong reputation creates a positive image in the internal and external target groups. It increases the trust felt for the brand. One of the focus areas of public relations, reputation management, contributes to the recognition of company and brand, and this, in turn, brings institutional reputation in the long run. This chapter deals with public relations, institutional reputation, brands, and brand loyalty and aims to show the importance of institutional reputation management in building brand loyalty.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"65 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124286289","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Historical Transformation of the Advertising Narration in Turkey","authors":"Recep Yılmaz, A. Çakir, Filiz Resuloğlu","doi":"10.4018/978-1-5225-7116-2.ch074","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch074","url":null,"abstract":"The aim of this study is to examine transformation process of the advertising narration in Turkey. For this purpose, the chapter is divided two parts: In the first part of the study, the components of the advertising narration are defined in order to form a set of concepts. Basic concepts of narratology such as narration, focalization, narrative situations, narrative time, tenses, moods, narrative styles, fictional space, chronotopes, characters and discourse are defined and how they are confronted in advertising narration is shown. In the second part of the study, advertising narration in Turkey is divided into periods in parallel with the historical, social and technological developments and the transformation of the advertising narration within these periods is clarified. It has been examined between 1840-2017 years, and the transformation of advertising narration components has been disclosed during periods. The study is concluded with an evaluation on the future of advertising and the advertising narration in Turkey.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127709888","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Emotional Branding Process","authors":"Manaswini Acharya","doi":"10.4018/978-1-5225-2921-7.CH011","DOIUrl":"https://doi.org/10.4018/978-1-5225-2921-7.CH011","url":null,"abstract":"This chapter aims to provide insights into the various facets of building brands with the use of emotions. Today, technology is playing an intrusive but imperative role in our lives and has made it fast paced. This leaves people with little time to decide on the products and services they want to buy. It is tending to a decision based more on learning about the attributes of the product from a utility perspective alone. The part where customers feel about products and services and then pay attention to attributes, irrespective of they being high-involvement or low-involvement products is slowly reducing. Purchase decisions are being taken more by the head than by the heart. The necessity to consider building strong brands as an essential strategy in order to succeed in an ever-growing highly competitive environment has taken significant proportions today. Customer experience management has been adopted as the process for establishing brands using emotions.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"36 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127891768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Brands Loyalty","authors":"Maha Mourad, K. Youssef","doi":"10.4018/978-1-5225-7116-2.ch078","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch078","url":null,"abstract":"Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail industry as an example of an emerging economy. Based on the literature review and an exploratory study a conceptual framework was proposed that was tested using a quantitative technique. It was launched with 245 responses to test the hypothesis using SPSS tool. The findings of the research showed that Brand Trust, Customer Satisfaction, Brand Affect, and Resale Value are determinants of Brand Loyalty. The outcomes of this study will help in better understanding the determinants of brand loyalty and can be used by marketers to know how to create loyalty of the Egyptian consumers to the multinational brands in the mobile retail market.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"103 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117301596","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Brand Journalism and Personal Branding in Academia","authors":"H. S. Gonzales","doi":"10.4018/978-1-5225-0917-2.CH007","DOIUrl":"https://doi.org/10.4018/978-1-5225-0917-2.CH007","url":null,"abstract":"The book chapter seeks to highlight the importance of brand journalism and personal branding within the university context. First, the focus is on determining how universities are adapting to the changing needs of their audience by utilising new narrative techniques. Second, we must determine whether brand journalism in turn allows for the construction of personal branding. If so, we would like to know whether teachers coming from the Schools of Communication / Information of universities in Spain have created their personal brands, in addition to what criteria and tools had to be taken into consideration for its creation. In conclusion, a lack of progress in regards to the development of a personal brand as well as personal branding in academia is observed.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114418198","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Differences Across Device Usage in Search Engine Advertising","authors":"Carsten D. Schultz, Christian Holsing","doi":"10.4018/978-1-5225-3114-2.CH010","DOIUrl":"https://doi.org/10.4018/978-1-5225-3114-2.CH010","url":null,"abstract":"For advertisers, search engine advertising represents an attractive opportunity to selectively reach the target group at a point in time when the prospects are already thematically involved and activated. One question that subsequently arises is if users use various devices during different phases of the search process and if this behavior affects the search engine advertising outcome measured by corresponding performance indicators. The present chapter addresses this question. Based on a search engine advertising campaign of a German service provider, the authors examine the development of performance indicators across multiple devices. Specifically, we retrace the development across desktops, tablets, and mobile devices. Thus, the chapter provides insights into device usage in search engine advertising. The chapter concludes with overall trends in search engine advertising.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"107 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116212314","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Branding in 2025","authors":"Kay G. Segler","doi":"10.4018/978-1-5225-7116-2.ch081","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch081","url":null,"abstract":"This chapter develops a view on brand management in the year ‘2025'. Author proposed three main levers of change: technology, society, and customer behavior. These levers influence the “corporate system” in which companies and other organizations operate. Author further proposed ten suggestions which could employ for brand management in 2025. These are: 1. Development of stronger brand messages, 2. Importance of sound, movement, and animation in branding, 3. Continuous evolution of brands, 4. Sub-brands as a key to emotionalize customer perception, 5. Need to interact more with stakeholders, 6. Creation of ‘permission to use and own' a product, 7. Alignment of individual product/company brands with umbrella brand 8. Globalization of brands, 9. Need to keep B2C business along with B2B business, 10. Investment into branding by B2B companies.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"173 1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126130581","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Semiotics of Brand Building","authors":"Sudio Sudarśan","doi":"10.4018/978-1-5225-7116-2.ch019","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch019","url":null,"abstract":"Most theories in brand management, evolved from 20th century economics, rely on a convenient assumption of how consumers should make purchase decisions. In contradistinction, this chapter demonstrates a semiological tradition in the context of brand management using a 128-year-old brand, Muthoot Group, to expound upon the ways consumers prevalently perceive brands, which then drive their purchase decisions. Just as in marketing, where the focus changed from “economic exchange” to “social exchange,” in brand management the focus needs to change from “symbols” to the way people use semiotic resources to produce both communicative artifacts and events to interpret them, which is also a form of semiotic production. Since social semiotics is not a self-contained field, the chapter historically plots the brand-building voyage of Muthoot Group, applying semiotic concepts and methods to establish a model of brand and extend the scientific understanding of differentiation, loyalty, and advocacy.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130668991","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal","authors":"Rahul Gupta Choudhury","doi":"10.4018/978-1-5225-2921-7.CH007","DOIUrl":"https://doi.org/10.4018/978-1-5225-2921-7.CH007","url":null,"abstract":"Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"100 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130830079","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
X. Tran, M. Nguyen, H. Luu, Ny Ngo, M. Tran, N. Nguỹên, H. Tran
{"title":"Impact of Advertising and Public Relations on Tourism Development in Da Nang, Vietnam","authors":"X. Tran, M. Nguyen, H. Luu, Ny Ngo, M. Tran, N. Nguỹên, H. Tran","doi":"10.4018/978-1-5225-2078-8.CH001","DOIUrl":"https://doi.org/10.4018/978-1-5225-2078-8.CH001","url":null,"abstract":"An exploratory study was conducted to determine the impact of advertising and public relations on the visit intention of tourists in Da Nang, Vietnam. In 2015, Trip Advisor and New York Times selected Da Nang, Vietnam as one of the top Asia tourist destinations. This study sought to address the relationship between advertising or public relations and tourists' intention to visit based on the theory of planned behavior. Structure Equation Modeling was conducted to predict the impact of advertising and public relations on the visit intention of tourists in Da Nang. Findings indicate that an increased favorable attitude and control of advertising would increase tourist arrivals. Surprisingly, an increased positive attitude and control of public relations did not significantly affect tourists' intention to visit. Instead, the social norms of public relations were effective in driving the decision to visit but the social norms of advertising were not. The findings have contributed to destination brand through advertising and public relations. Implications are discussed.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"124 ","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"113992480","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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