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The Role of Online Social Interaction in the Recommendation of a Brand Community 网络社交互动在品牌社区推荐中的作用
Global Branding Pub Date : 1900-01-01 DOI: 10.1007/978-3-319-11815-4_201
C. Veloutsou, Georgia Maria Arvaniti
{"title":"The Role of Online Social Interaction in the Recommendation of a Brand Community","authors":"C. Veloutsou, Georgia Maria Arvaniti","doi":"10.1007/978-3-319-11815-4_201","DOIUrl":"https://doi.org/10.1007/978-3-319-11815-4_201","url":null,"abstract":"","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"270 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":"116248088","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}
引用次数: 2
Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market 印度市场名人代言对消费者认知和品牌资产的影响
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-3150-0.CH003
Ankita Negi, Payel Das
{"title":"Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market","authors":"Ankita Negi, Payel Das","doi":"10.4018/978-1-5225-3150-0.CH003","DOIUrl":"https://doi.org/10.4018/978-1-5225-3150-0.CH003","url":null,"abstract":"One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"23 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":"116687377","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}
引用次数: 0
Branding, Bonding, and a Brand's Reputation 品牌、联系和品牌声誉
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9282-2.ch027
Hazal Baran, Tuğçe Öztel
{"title":"Branding, Bonding, and a Brand's Reputation","authors":"Hazal Baran, Tuğçe Öztel","doi":"10.4018/978-1-5225-9282-2.ch027","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch027","url":null,"abstract":"Digitalization has brought continuous innovations and changes in market structures, consumer needs, and in types of products and services. In today's digital world, brands prefer establishing one-to-one emotional bonds with their consumers, abandoning traditional marketing methods, and instead, they are on the lookout for new marketing methods in order to ensure a strong reputation so as to promote sales. Punk marketing is one these methods. This chapter studies punk marketing, reputation management, and brand loyalty through the demonstration of a case study analyzing the website for Harry Potter fans: Pottermore.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"42 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":"122254334","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}
引用次数: 0
Understanding Doppelgänger Brand Image 了解Doppelgänger品牌形象
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9282-2.ch031
Sakhhi Chhabra
{"title":"Understanding Doppelgänger Brand Image","authors":"Sakhhi Chhabra","doi":"10.4018/978-1-5225-9282-2.ch031","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch031","url":null,"abstract":"With ubiquitous digital growth in the last two decades, consumers' belief of authenticity has become robust. Empowered consumers voice their opinion boldly through internet medium. Antibrand activists, bloggers and loosely organized network of consumers continuously monitor the activities of deceitful marketers and one insidious tactic turns the emotional image to doppelgänger brand image (DBI) - disparaging images and stories about a brand. This article helps in giving insights about the concept of DBI and show the paradoxical side of emotional branding. The concept has been explained with illustrations and recent issues like net neutrality in India, Maggi ban, etc. In addition, the chapter also covers the motivations to create DBI, brands susceptible to DBI and location of such images. The work puts across the schemes where managers could turn this threat of DBI into an opportunity to tell a new brand story, thereby regaining the emotional appeal for the brand. Understanding the concept of DBI would help the readers appreciate the area of emotional branding in better light.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"2014 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":"127432789","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}
引用次数: 0
Multisensory Brand Experiences and Brand Love 多感官品牌体验与品牌爱
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9282-2.ch029
Clarinda Rodrigues
{"title":"Multisensory Brand Experiences and Brand Love","authors":"Clarinda Rodrigues","doi":"10.4018/978-1-5225-9282-2.ch029","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch029","url":null,"abstract":"In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlighting the pivotal role of emotional and sensory associations in creating a positive brand image and strong brand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field of experiential consumption. Fourthly, the significance of multisensory brand experiences is discussed as a means of making brands stand out in a competitive environment and inducing feelings of love towards a brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand values through multisensory brand experiences, in several encounters.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"34 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":"128776985","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}
引用次数: 0
Consumer-Brand Relations 品牌的关系
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9282-2.ch032
R. Garg, Ritu Chikkara, H. Suman, Shashan Pande, Rahul Sharan, T. Panda
{"title":"Consumer-Brand Relations","authors":"R. Garg, Ritu Chikkara, H. Suman, Shashan Pande, Rahul Sharan, T. Panda","doi":"10.4018/978-1-5225-9282-2.ch032","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch032","url":null,"abstract":"This research adapted Stemberg's (2003) triangular theory of hate to explore consumer brand relationships. Authors discussed that the protean character of Consumer brand relations (CBRs) in negative way has not been explored by prior conceptualizations in consumer research. The study conceptual scheme, in conformity with Stemberg's theory, was centred on the view that three psychological processes such as motivation, cognition, and emotion interact in several combinations to govern the nature of consumers' relations with brands. Authors' conceptualized eight kinds of CBRs by considering every combination of the three underlying psychological components. Authors have adopted the scale of hate from interpersonal relationship literature and tested it in context of consumer brand relationship. The managerial and theoretical implications, limitations, and future research directions are discussed in detail.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"21 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":"121346432","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}
引用次数: 0
Reputation Management 声誉管理
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9282-2.ch026
Aslıhan Mihrimah Unutur
{"title":"Reputation Management","authors":"Aslıhan Mihrimah Unutur","doi":"10.4018/978-1-5225-9282-2.ch026","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch026","url":null,"abstract":"The scope of this chapter is to provide insight into how reputation can be managed through brand management, corporate communication practices, and new media strategies. Corporate communication practices carried out through public relations applications has become an increasingly important function in business organizations. Yet, little has been published on the role and function of communication executives. This chapter reveals the impact of corporate communications upon the formulation of corporate strategy.","PeriodicalId":406256,"journal":{"name":"Global Branding","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":"125922576","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}
引用次数: 0
Relationship Marketing as a Mediating Role Between Brand Image and Customer Loyalty in B2B Markets B2B市场中关系营销在品牌形象与顾客忠诚之间的中介作用
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9282-2.ch007
eman mohamed abd-el-salam
{"title":"Relationship Marketing as a Mediating Role Between Brand Image and Customer Loyalty in B2B Markets","authors":"eman mohamed abd-el-salam","doi":"10.4018/978-1-5225-9282-2.ch007","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch007","url":null,"abstract":"The purpose of this paper is to examine how brand image, value equity (conceptualized as relationship value), and relationship equity (conceptualized as relationship quality) and customer loyalty play a vital role in the Egyptian business to business market-and to test it empirically in agricultural business customers of chemical manufacturer with respect to their main supplier. A structured questionnaire was developed. The hypotheses were simultaneously tested on a sample of 328 customer-supplier relationships out of 603 distributed, giving a response rate of 54.4 per cent. The structural equation modelling technique was used to empirically test the proposed hypotheses. The findings of this study show significant positive relationships and impacts among the factors under investigation. Also, relationship equity and value equity act as mediators in the link between brand image and customer loyalty.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"22 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":"130573706","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}
引用次数: 0
Choice of National Brand vs. Private Label “Me-Too” New Products in a Multicultural Context 多元文化背景下的民族品牌与自有品牌“模仿”新产品的选择
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9282-2.ch013
Mónica Gómez-Suárez, Carmen Abril
{"title":"Choice of National Brand vs. Private Label “Me-Too” New Products in a Multicultural Context","authors":"Mónica Gómez-Suárez, Carmen Abril","doi":"10.4018/978-1-5225-9282-2.ch013","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch013","url":null,"abstract":"Many national brands adopt innovation strategies based on frequent launches of new products to defend and grow market shares against private labels. However, retailers imitate the novelties of national brand new products very fast. One of the key questions to assess the effectiveness of national brands' product innovation is to get a deeper understanding of how consumers react in terms of choice when faced with a national brand new product and a me-too private label product. In particular this research explores the effects of consumer innovativeness and risk aversion on this choice in five European countries and the United States. Results show that consumers with higher innovativeness prefer national brands. However, there are significant differences among countries depending on their uncertainty avoidance and risk aversion.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"16 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":"128200069","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}
引用次数: 0
Brand Trust Determinants and Customer Switching Resistance 品牌信任决定因素与顾客转换阻力
Global Branding Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9282-2.ch023
Ali Ahmed Abdelkader, Hossam El Din Fathy Mohamed
{"title":"Brand Trust Determinants and Customer Switching Resistance","authors":"Ali Ahmed Abdelkader, Hossam El Din Fathy Mohamed","doi":"10.4018/978-1-5225-9282-2.ch023","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch023","url":null,"abstract":"Customer switching resistance (CSR) is the highest level of loyalty because it means that a customer will be loyal and be sustained even if disruptions occur. This research aims to determine and analyze the determinants of brand trust and its relationship with customer switching resistance. To accomplish these objectives, a random stratified sample of 376 customers was selected from population of mobile phone companies in Egypt. The research findings emphasized that there is a significant relationship between brand reputation, brand personality, word of mouth, and brand image (as a whole and each one of them separately) and brand trust. The findings also reveal that there is a significant relationship between brand reputation, brand personality, word of mouth, and brand image (as a whole and each one of them separately), brand trust and customer switching resistance. These results assure the importance of the brand trust and its determinants to promote customer switching resistance at mobile phone companies in Egypt.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"6 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":"125288747","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}
引用次数: 0
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