Таблица | Карточка | RUSMARC | |
Разрешенные действия:
Группа: Анонимные пользователи Сеть: Интернет |
Аннотация
"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"--.
Права на использование объекта хранения
Место доступа | Группа пользователей | Действие | ||||
---|---|---|---|---|---|---|
Локальная сеть ИБК СПбПУ | Все |
![]() ![]() ![]() |
||||
Интернет | Авторизованные пользователи СПбПУ |
![]() ![]() ![]() |
||||
![]() |
Интернет | Анонимные пользователи |
Оглавление
- 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
Статистика использования
pdf/2166056.pdf
|
Количество обращений: 2
За последние 30 дней: 0 Подробная статистика |
epub/2166056.epub
|
Количество обращений: 0
За последние 30 дней: 0 Подробная статистика |