INFLUENCE OF FEMVERTISING ON BRAND IMAGE AND BUYING BEHAVIOUR: AN EXPLORATION OF CONSUMERS’ ATTITUDE REGARDING BRANDS PURSUING BRAND ACTIVISM THROUGH PDF Download
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Author: Dr.Komaldeep Kaur Randhawa
Publisher: Shashwat Publication
ISBN: 8119281098
Category : Comics & Graphic Novels
Languages : en
Pages : 100
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Book Description
Due to the competitive environment of today’s marketplace, companies use brands as strategic differentiators in order to attract consumers over competitors. By building a distinct brand, companies can be more proficient in connecting with their customers and their beliefs, due to the added value created by the brand. Companies need to create a strong brand image, which is consistent and in line with the expectations of the consumers. As consumers are showing more loyalty towards brands that go beyond providing them with a mere product and/or service, the concept of brand activism has become an emerging trend, where brands declare their political standpoint The past decade has seen the rise of women empowerment as a predominant theme in advertising in India. While these advertisements celebrate and emancipate womanhood and encourage a progressive mentality in the Indian society, there is a scarcity of factual research for the marketing implications of these advertisements, in contrast to regular advertisements. Moreover, it will also try to shed light on how men view such advertisement and whether femvertising is contributing to alter the traditional Indian mindsets.
Author: Dr.Komaldeep Kaur Randhawa
Publisher: Shashwat Publication
ISBN: 8119281098
Category : Comics & Graphic Novels
Languages : en
Pages : 100
Get Book Here
Book Description
Due to the competitive environment of today’s marketplace, companies use brands as strategic differentiators in order to attract consumers over competitors. By building a distinct brand, companies can be more proficient in connecting with their customers and their beliefs, due to the added value created by the brand. Companies need to create a strong brand image, which is consistent and in line with the expectations of the consumers. As consumers are showing more loyalty towards brands that go beyond providing them with a mere product and/or service, the concept of brand activism has become an emerging trend, where brands declare their political standpoint The past decade has seen the rise of women empowerment as a predominant theme in advertising in India. While these advertisements celebrate and emancipate womanhood and encourage a progressive mentality in the Indian society, there is a scarcity of factual research for the marketing implications of these advertisements, in contrast to regular advertisements. Moreover, it will also try to shed light on how men view such advertisement and whether femvertising is contributing to alter the traditional Indian mindsets.
Author: Christian Sarkar
Publisher: Penguin Random House India Private Limited
ISBN: 9354920233
Category : Business & Economics
Languages : en
Pages : 210
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Book Description
What happens when businesses and their customers don't share the same values? Or, for that matter, when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism. Companies no longer have a choice. Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.
Author: M. Joseph Sirgy
Publisher: Praeger
ISBN:
Category : Computers
Languages : en
Pages : 256
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Book Description
Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his previous findings, the author considers cognitive-versus-affective phenomena, and intrapersonal, interpersonal, situational, and analytic modes. He then applies his integrated theory to the problem of change in self-concept and behavior.
Author: Monika Fludernik
Publisher: Routledge
ISBN: 1134058764
Category : Literary Criticism
Languages : en
Pages : 267
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Book Description
An Introduction to Narratology is an accessible, practical guide to narratological theory and terminology and its application to literature. In this book, Monika Fludernik outlines: the key concepts of style, metaphor and metonymy, and the history of narrative forms narratological approaches to interpretation and the linguistic aspects of texts, including new cognitive developments in the field how students can use narratological theory to work with texts, incorporating detailed practical examples a glossary of useful narrative terms, and suggestions for further reading. This textbook offers a comprehensive overview of the key aspects of narratology by a leading practitioner in the field. It demystifies the subject in a way that is accessible to beginners, but also reflects recent theoretical developments and narratology’s increasing popularity as a critical tool.
Author: M. Beverland
Publisher: Springer
ISBN: 0230250807
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Author: Thomas C. Kinnear
Publisher: American Marketing Association
ISBN:
Category : Business & Economics
Languages : en
Pages : 188
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Book Description
Author: Juliann Sivulka
Publisher: Prometheus Books
ISBN: 1615920684
Category : Business & Economics
Languages : en
Pages : 415
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Book Description
Following three key periods in the history of American advertising, which represent eras of major social change, this work describes how the recognition of women as primary consumers has resulted in the hiring of more women to promote products for this target audience.
Author: Miriam Catterall
Publisher: Routledge
ISBN: 1136352848
Category : Business & Economics
Languages : en
Pages : 308
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Book Description
This cutting edge, innovative volume offers the best of current scholarship on feminist perspectives in marketing. Through many exciting and often controversial discussions, it highlights and challenges assumptions about women and gender in marketing theory and practice from both historical and current contexts. Key issues and debates include: * the dark side of female consumption * women and marketing in Socialist economies * women and advertising * ecofeminism and marketing * gender, marketing and cultural diversity * marketing, sex and sexuality. Written by internationally recognised experts in marketing and feminism, this book makes a unique contribution to marketing scholarship.
Author: Jishnu Bhattacharyya
Publisher: CRC Press
ISBN: 1000408027
Category : Business & Economics
Languages : en
Pages : 945
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Book Description
"... an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. This compilation should be essential reading for the discerning student of sustainable consumption and production." -- Professor Pierre McDonagh, Associate Editor, Journal of Macromarketing (USA); Professor of Critical Marketing & Society, University of Bath, UK Experts in the field of economics, management science, and particularly in the marketing domain have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns; however, the level of existing literature and availability of teaching cases reflect a dearth of real case studies, especially those focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training the next generation of leaders through corporate training and universities. Currently, marketing for social good is increasingly becoming a part of most curriculums under the umbrella of different titles, such as social marketing, green marketing, and sustainability marketing. The relevance of these studies is increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover some review articles for an overview of the recent developments in the study area. With these case studies, collections of questions, teaching materials, and real-life marketing scenarios, this book offers a unique source of knowledge to marketing professionals, students, and educators across the world. The main objective of this case book is to understand the applicability of marketing science (marketing for social good context, such as social marketing and sustainability marketing) in internet marketing related to e-buying behavior and e-WOM. In addition, it illustrates the various types of existing marketing practices that are relevant from both theoretical and practical points of view in this electronic era, as well as discussing other non-electronic marketing practices and focusing on consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by social marketing and sustainability marketing through the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses.
Author: Roopali Mukherjee
Publisher: NYU Press
ISBN: 0814764002
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
Buying (RED) products—from Gap T-shirts to Apple—to fight AIDS. Drinking a “Caring Cup” of coffee at the Coffee Bean & Tea Leaf to support fair trade. Driving a Toyota Prius to fight global warming. All these commonplace activities point to a central feature of contemporary culture: the most common way we participate in social activism is by buying something. Roopali Mukherjee and Sarah Banet-Weiser have gathered an exemplary group of scholars to explore this new landscape through a series of case studies of “commodity activism.” Drawing from television, film, consumer activist campaigns, and cultures of celebrity and corporate patronage, the essays take up examples such as the Dove “Real Beauty” campaign, sex positive retail activism, ABC’s Extreme Home Makeover, and Angelina Jolie as multinational celebrity missionary. Exploring the complexities embedded in contemporary political activism, Commodity Activism reveals the workings of power and resistance as well as citizenship and subjectivity in the neoliberal era. Refusing to simply position politics in opposition to consumerism, this collection teases out the relationships between material cultures and political subjectivities, arguing that activism may itself be transforming into a branded commodity.
