The Influence of Culture on the Self-expressive Function of Brands PDF Download
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Author: Jennifer Young
Publisher:
ISBN:
Category :
Languages : en
Pages : 264
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Book Description
Author: Jennifer Young
Publisher:
ISBN:
Category :
Languages : en
Pages : 264
Get Book Here
Book Description
Author: Jennifer L. Aaker
Publisher:
ISBN:
Category : Brand name products
Languages : en
Pages : 48
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Book Description
Author: Jennifer L. Aaker
Publisher:
ISBN:
Category :
Languages : en
Pages : 31
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Book Description
Author: Deborah J. MacInnis
Publisher: Routledge
ISBN: 1317469194
Category : Business & Economics
Languages : en
Pages : 447
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Book Description
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
Author: Sarah Dwi Septyani
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their "ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers' self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context.Methodology/Technique - The sample in this study is comprised of social media (Facebook) users who have liked, commented and shared social media content related to a particular brand within a 6 month period. A total of 225 valid samples were collected. The data was processed using Structural Equation Modelling (SEM).Findings - The results of this study show that both self-expressive brands (inner self) and self-expressive brands (social self) have a positive effect to brand love. Brand love has a positive effect on brand advocacy through word of mouth and brand advocacy acceptance. The results also show that self-expressive brands (inner self) have a positive effect on brand advocacy acceptance, but it does not have an effect to brand advocacy through word of mouth. On the other hand, self-expressive brands (social self) have a positive effect on brand advocacy through word of mouth, but does not have an effect on brand advocacy acceptance.Type of Paper - Empirical.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522571175
Category : Business & Economics
Languages : en
Pages : 1590
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Book Description
The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Author: Adam Arvidsson
Publisher: Routledge
ISBN: 1134277873
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.
Author: C. Torelli
Publisher: Springer
ISBN: 113733195X
Category : Business & Economics
Languages : en
Pages : 161
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Book Description
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Author: Jonathan Schroeder
Publisher: Routledge
ISBN: 1134252323
Category : Business & Economics
Languages : en
Pages : 218
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Book Description
This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.
Author: Guido Maiwald
Publisher: GRIN Verlag
ISBN: 365636978X
Category : Business & Economics
Languages : en
Pages : 19
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Book Description
Scientific Essay from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.
