Handbook on brand and experience management:
A handbook on new and emerging directions in brand management research and practice, this volume examines such topics as brand attachment, digital convergence, target group multiplicity, incidental brand exposure, and brand naming.
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cheltenham [u.a.]
Elgar
2008
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | A handbook on new and emerging directions in brand management research and practice, this volume examines such topics as brand attachment, digital convergence, target group multiplicity, incidental brand exposure, and brand naming. |
| Beschreibung: | Literaturangaben |
| Beschreibung: | X, 315 S. Ill., graph. Darst. |
| ISBN: | 9781847200075 1847200079 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804139901802774528 |
|---|---|
| adam_text | Contents
List of contributors vii
Preface jx
PART I CONCEPTS AND FRAMEWORKS OF BRAND
MANAGEMENT
1 Brand attachment and a strategic brand exemplar 3
C. Whan Park, Deborah J. Maclnnis and Joseph Priester
2 Brand permission: a conceptual and managerial framework 18
Tom Meyvis and Ravi Dhar
3 When brands resonate 35
Susan Fournier, Michael R. Solomon and Basil G. Englis
4 Brand identity: the guiding star for successful brands 58
Franz-Rudolf Esch
PART II MANAGERIAL CONCEPTS
5 Brand investment and shareholder value 77
Donald Sexton
6 Brand convergence 82
Dae Ryun Chang
7 Branding and design management 88
Jordi Montana, Francisco Guzman and Isa Moll
8 Everybody s darling? The target groups of a brand 99
Anton Meyer, Benjamin Brudler and Christian Bliimelhuber
PART III CONCEPTS AND FRAMEWORKS OF EXPERIENCE
MANAGEMENT
9 A framework for managing customer experiences 113
BerndH. Schmitt
10 Some issues concerning the concept of experiential marketing 132
Rajagopal Raghunathan
11 Embodied cognition, affordances and mind modularity: using cognitive
science to present a theory of consumer experiences 144
J. Josko Brakus
vi Contents
PART IV EMPIRICAL STUDIES AND SCALES FOR BRAND AND
EXPERIENCE MANAGEMENT
12 The effects of incidental brand exposure on consumption 163
Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons
13 Experiential attributes and consumer judgments 174
J. Josko Brakus, Bernd H. Schmitt and Shi Zhang
14 A literature review of consumer-based brand scales 188
Lia Zarantonello
15 The role of brand naming in branding strategies: insights and
opportunities 219
Sanjay Sood and Shi Zhang
PART V PRACTITIONER PERSPECTIVES
16 Returns on brand investments: maximizing financial returns from brand
strategy 235
Joanna Seddon
17 The challenge of the global brand 250
Hayes Roth
18 Why does branding fail? Ten barriers to branding 270
Noriyuki Nakai
19 Building a B2B corporate brand 280
David L. Rogers
Index 303
|
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| isbn | 9781847200075 1847200079 |
| language | English |
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| spelling | Handbook on brand and experience management ed. by Bernd H. Schmitt ... Cheltenham [u.a.] Elgar 2008 X, 315 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben A handbook on new and emerging directions in brand management research and practice, this volume examines such topics as brand attachment, digital convergence, target group multiplicity, incidental brand exposure, and brand naming. Brand name products Management Branding (Marketing) Verbraucher (DE-588)4062632-5 gnd rswk-swf Psychologie (DE-588)4047704-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Erfahrungsgut (DE-588)7583346-3 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Markenpolitik (DE-588)4144679-3 s Verbraucherverhalten (DE-588)4062644-1 s DE-604 Erfahrungsgut (DE-588)7583346-3 s Marketingstrategie (DE-588)4120697-6 s Verbraucher (DE-588)4062632-5 s Psychologie (DE-588)4047704-6 s DE-188 Schmitt, Bernd 1957- (DE-588)129688908 edt HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017978135&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Handbook on brand and experience management Brand name products Management Branding (Marketing) Verbraucher (DE-588)4062632-5 gnd Psychologie (DE-588)4047704-6 gnd Markenpolitik (DE-588)4144679-3 gnd Erfahrungsgut (DE-588)7583346-3 gnd Marketingstrategie (DE-588)4120697-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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| title | Handbook on brand and experience management |
| title_auth | Handbook on brand and experience management |
| title_exact_search | Handbook on brand and experience management |
| title_full | Handbook on brand and experience management ed. by Bernd H. Schmitt ... |
| title_fullStr | Handbook on brand and experience management ed. by Bernd H. Schmitt ... |
| title_full_unstemmed | Handbook on brand and experience management ed. by Bernd H. Schmitt ... |
| title_short | Handbook on brand and experience management |
| title_sort | handbook on brand and experience management |
| topic | Brand name products Management Branding (Marketing) Verbraucher (DE-588)4062632-5 gnd Psychologie (DE-588)4047704-6 gnd Markenpolitik (DE-588)4144679-3 gnd Erfahrungsgut (DE-588)7583346-3 gnd Marketingstrategie (DE-588)4120697-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Brand name products Management Branding (Marketing) Verbraucher Psychologie Markenpolitik Erfahrungsgut Marketingstrategie Verbraucherverhalten Aufsatzsammlung |
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