Brand Attachment
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Brand Attachment
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Author : C. Whan Park
language : en
Publisher: Now Publishers Inc
Release Date : 2008
Brand Attachment written by C. Whan Park and has been published by Now Publishers Inc this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Brand Attachment
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Author : C. Whan Park
language : en
Publisher:
Release Date : 2006
Brand Attachment written by C. Whan Park and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with categories.
Brand Page Attachment
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Author : Barbara Kleine-Kalmer
language : en
Publisher: Springer
Release Date : 2016-01-22
Brand Page Attachment written by Barbara Kleine-Kalmer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-22 with Business & Economics categories.
Barbara Kleine-Kalmer analyses the impact of branding in social networks and introduces the construct of brand page attachment. On the basis of a comprehensive quantitative study she validates the construct as relevant for user behavior and investigates which instruments and antecedents influence brand page attachment. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media.
Handbook Of Brand Relationships
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Author : Deborah J. MacInnis
language : en
Publisher: Routledge
Release Date : 2014-12-18
Handbook Of Brand Relationships written by Deborah J. MacInnis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
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.
Analyzing Attachment And Consumers Emotions Emerging Research And Opportunities
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Author : Pedeliento, Giuseppe
language : en
Publisher: IGI Global
Release Date : 2018-02-02
Analyzing Attachment And Consumers Emotions Emerging Research And Opportunities written by Pedeliento, Giuseppe and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-02 with Business & Economics categories.
In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organization. As such, marketing professionals are looking for more effective ways to promote their goods and services to their customers. Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities is a critical scholarly resource that examines the application of attachment theory to consumer brands and products. Featuring coverage on a broad range of topics, such as customer satisfaction, brand evaluation, and brand authenticity, this book is geared towards marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.
The Impact Of Emotional Branding On Brand Loyalty In The Skin Care Market
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Author : Jennifer Sonntag
language : en
Publisher: GRIN Verlag
Release Date : 2016-08-29
The Impact Of Emotional Branding On Brand Loyalty In The Skin Care Market written by Jennifer Sonntag and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-29 with Business & Economics categories.
Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 67, South Bank University London (Business), course: International Business, language: English, abstract: Satisfying customers is no longer sufficient for being successful in today’s business environment. A number of studies suggest that more and more marketers aim to create emotional bonds between their brands and their consumers in order to enhance brand loyalty and the organisation’s profitability. Emotional brand attachment plays an important role in marketing, particularly, in the cosmetics industry. Thus, the overall aim of this research is to investigate how emotional brand attachment affects brand loyalty in the skin care market in the UK and in Germany with a special focus on Nivea and Dove. Furthermore, the study focuses on a number of other research objectives, such as to find out what communications and branding strategies Dove and Nivea use and compare them in order to find out which brand is more successful in establishing brand loyalty and why. Other objectives are to evaluate whether addressing the consumer’s actual or ideal self is more effective, to investigate what other factors impact brand loyalty and to what extent they moderate the effects of emotional brand attachment and to see if the impact of emotional brand attachment on brand loyalty differs in the German and the UK market. In order to examine these research questions a number of hypotheses have been stated. The study is based both on primary and secondary research using qualitative research methods. The secondary research involves the analysis of written documents, and other sources of secondary data with the purpose to get an overview on the research topic and to investigate those research objectives that cannot solely be covered by the primary research. For the primary research two focus groups were conducted, one in the UK and one in Germany. The results of the groups were used to test the hypotheses and to draw conclusions from these findings in order to answer the research questions and to give recommendations for further academic research in this area and to help marketing managers to develop communications and branding strategies that boost brand loyalty. The study has come to the result that both brands effectively use emotional branding strategies to create brand loyalty and that emotions such as happiness, security, safety, reassurance and trust are essential for creating brand loyalty in the skin care market. It was also found out that addressing the consumer’s actual self rather than the ideal self is more important for building emotional bonds and loyalty.
Handbook Of Brand Relationships
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Author : Deborah J. MacInnis
language : en
Publisher: Routledge
Release Date : 2014-12-18
Handbook Of Brand Relationships written by Deborah J. MacInnis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
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.
Ideas In Marketing Finding The New And Polishing The Old
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Author : Krzysztof Kubacki
language : en
Publisher: Springer
Release Date : 2014-10-25
Ideas In Marketing Finding The New And Polishing The Old written by Krzysztof Kubacki and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-25 with Business & Economics categories.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.
Building Consumer Brand Relationship In Luxury Brand Management
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Author : Rodrigues, Paula
language : en
Publisher: IGI Global
Release Date : 2020-10-23
Building Consumer Brand Relationship In Luxury Brand Management written by Rodrigues, Paula and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-23 with Business & Economics categories.
Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.
The Handbook Of Brand Management Scales
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Author : Lia Zarantonello
language : en
Publisher: Routledge
Release Date : 2015-08-05
The Handbook Of Brand Management Scales written by Lia Zarantonello and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-05 with Business & Economics categories.
The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.