Детальная информация

"This book provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. It highlights a range of pertinent topics such as brand communication, consumer engagement, and product innovation"--.

• Title Page
• Copyright Page
• Editorial Advisory Board
• List of Contributors
• Table of Contents
• Preface
• Section 1: Brand Equity
  • Chapter 1: Defining the Concept of Brand Equity With Radical Transparency
  • Chapter 2: Increasing the Brand Equity of Private Label Brands
  • Chapter 3: Multi-Sensory Fashion Retail Experiences
  • Chapter 4: The Impact of Integrated Marketing Communications on Hotel Brand Equity
  • Chapter 5: Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market
• Section 2: Brand Loyalty
  • Chapter 6: E-Satisfaction and E-Loyalty
  • Chapter 7: Relationship Marketing as a Mediating Role Between Brand Image and Customer Loyalty in B2B Markets
  • Chapter 8: Apps in Hospitality and Tourism
  • Chapter 9: Determinants of Attitudinal Loyalty in Retail Banking
• Section 3: Brand Management and Customer Engagement
  • Chapter 10: Consumer Relationships With Brands
  • Chapter 11: How to Drive Brand Communication in Virtual Settings
  • Chapter 12: Managing Integrated Brand Communication Strategies in the Online Era
  • Chapter 13: Choice of National Brand vs. Private Label “Me-Too” New Products in a Multicultural Context
  • Chapter 14: Brand Positioning Practices in Services Sector
  • Chapter 15: Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
  • Chapter 16: Importance and Role of Retail Brands in a Non-Food Market
  • Chapter 17: Managing Brand Portfolio in a Crisis
  • Chapter 18: An Empirical Study to Find the Road-Map for Understanding Online Buying Practices of Indian Youths
• Section 4: Brand Preference and Buying Behavior
  • Chapter 19: Consumer Acculturation and Implications for Brand Preferences
  • Chapter 20: Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period
  • Chapter 21: Factors Influencing the Buying Behavior of Female Consumers With Reference to Top Three Brands of Make-Up Cosmetics in Pune City
• Section 5: Brand Trust and Reputation Management
  • Chapter 22: Differences and Similarities
  • Chapter 23: Brand Trust Determinants and Customer Switching Resistance
  • Chapter 24: Antecedents and Consequences of E-News Brand Trust
  • Chapter 25: The Importance of Electronics News Brand Trust
  • Chapter 26: Reputation Management
  • Chapter 27: Branding, Bonding, and a Brand's Reputation
• Section 6: Emotional Brand Attachment and Brand Personality
  • Chapter 28: Building Emotional Brand Personalities
  • Chapter 29: Multisensory Brand Experiences and Brand Love
  • Chapter 30: Brand Revitalization
  • Chapter 31: Understanding Doppelgänger Brand Image
  • Chapter 32: Consumer-Brand Relations
  • Chapter 33: Fans and Brands
  • Chapter 34: “Thy Kingdom Come, Thy Will Be Done”
• Section 7: Social Media and Online Brand Communities
  • Chapter 35: Social Media and Online Brand Communities
  • Chapter 36: Social Media Brand Communities and Brand Loyalty
  • Chapter 37: Social Media Effects in Virtual Brand Communities
  • Chapter 38: The Role of Online Social Interaction in the Recommendation of a Brand Community
  • Chapter 39: Social Media Mining for Assessing Brand Popularity
  • Chapter 40: Creating Cultural Analogues in Virtual Communities Through Branding
  • Chapter 41: Social Identity Matters
  • Chapter 42: The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision
  • Chapter 43: Children Using Social Media to Connect With Others and With Consumer Brands
  • Chapter 44: Building the Force
  • Chapter 45: Country Brand Management
• Index