Advertising types of methods, perceptions and impact on consumer behavior (Nova Science Publisher's, Inc., 2014)
Includes index
The Use of Tourism Distribution Channels for Advertising a Religious 'Imagined Community': The Case of Branding a Prefecture at a Regional Level, Arcadia, Greece / Androniki Kavoura, Vicky Katsoni -- Investing in Culture and Intercultural Relations for Advertising and Sustainable Development of the Contemporary European City within the Framework of International City Branding and Marketing: The Case Study of the Intercultural Festival of Trieste, Italy / Androniki Kavoura, Evgenia Bitsani -- Explaining the Effectiveness of Appeals to Uniqueness: A Social Psychological Perspective / Vincenzo Iacoviello, Fabio Lorenzi-Cioldi -- Discursive Analytical Methods for Examining Customers' Online Talk / Matthew Hall, John Neugebauer -- How Cultural Characteristics Moderate Consumer Responses to Positive and Negative Feeling Advertisements / Sarah De Meulenaer, Nathalie Dens, Patrick De Pelsmacker -- My Dear Brands, when You Transgress, Should I Forgive You? Relationship Types between Consumers and Brands / Fang Wan, Amitava Chattopadhyay, Peyman Assadi
In this book, the authors present current research in the study of advertising methods and perceptions and their impact on consumer behavior. Topics discussed include the use of tourism distribution channels for advertising a religious "imagined community" in Arcadia, Greece; investing in culture and intercultural relations for advertising and sustainable development of the contemporary European city with the framework of international city branding; a social psychological perspective of marketing strategies appealing to the consumers' uniqueness; social media advertising and its important role in representing and influencing consumer choices; cultural characteristics and how they moderate consumer response to positive and negative feeling advertisements; and consumers and brand loyalty.--Publisher description