Marketing communications and brand development in emerging economies: Volume 1 Contemporary and future perspectives
Gespeichert in:
| Weitere Verfasser: | , , |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cham
palgrave macmillan
[2022]
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| Schriftenreihe: | Palgrave studies of marketing in emerging economies
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xxv, 311 Seiten Illustrationen |
| ISBN: | 9783030886776 |
Internformat
MARC
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Datensatz im Suchindex
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Contents Part I 1 3 1 Marketing Communications and Brand Development: An Introduction Ogechi Adeola, Robert E. Hinson, and A. Μ. Sakkthivel Part II 2 Introduction Contemporary Perspectives on Marketing Communications and Brand Development: Destination Brand Management and Brand Avoidance 3 17 The Progress of Destination Marketing in Emerging Economies: A Focus on ASEAN Mohd RazijfiJamaluddin, Mohd Hafiz Mohd Hanafiah, and Daryl Ace V. Cornell 19 Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE 41 Gouher Ahmed, Anas Abudaqa, C. Jayachandran, Yam Limbu, and RashedAlzahmi ix
Contents x 4 Bank Brand Avoidance: Service Perspectives from Nigeria and Ghana Henry Boateng, Uchenna Uzo, Ogechi Adeola, and Robert Ebo Hinson Part III 5 59 Contemporary Perspectives on Marketing Communications and Brand Development: Sponsorship, Health and Personal Branding 81 Sponsorship: Practices and Benefits in Emerging Markets 83 Michael Μ. Goldman, Gabriela Klein Netto, Shiling Lin, and Richard Wanjohi 6 Sports Marketing Communications in South America Raúl A. Rosales and Roger G. Tito 7 Social Media-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands Versus Indulgent Food Brands Gricel Castillo, Lorena Carrete, and Pilar Arroyo 8 9 103 121 Health and Lifestyle Branding Emmanuel Silva Quaye and Leeford Edem Kojo Ameyibor 147 Personal Branding 181 J. N Halm
Contents xi Part IV Contemporary and Futuristic Approaches to Marketing Communications and Brand Development 207 10 Neuromarketing: The Role of the Executive Function in Consumer Behaviour 209 Chika Remigious Ezeugwu, Awele Achi, and Chikaodi Francisca Ezeugwu 11 Advertising in Virtual Reality: A Hierarchy of Effects Paradigm Ikeola J Bodunde and Eugene Ohu 229 12 The Future of Marketing: Artificial Intelligence, Virtual Reality, and Neuromarketing 253 Ogechi Adeola, Olaniyi Evans, Jude Ndubuisi Edeh, and Isaiah Adisa 13 Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets Amrita Chakraborty and Varsha Jain Index 281 307 |
| adam_txt |
Contents Part I 1 3 1 Marketing Communications and Brand Development: An Introduction Ogechi Adeola, Robert E. Hinson, and A. Μ. Sakkthivel Part II 2 Introduction Contemporary Perspectives on Marketing Communications and Brand Development: Destination Brand Management and Brand Avoidance 3 17 The Progress of Destination Marketing in Emerging Economies: A Focus on ASEAN Mohd RazijfiJamaluddin, Mohd Hafiz Mohd Hanafiah, and Daryl Ace V. Cornell 19 Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE 41 Gouher Ahmed, Anas Abudaqa, C. Jayachandran, Yam Limbu, and RashedAlzahmi ix
Contents x 4 Bank Brand Avoidance: Service Perspectives from Nigeria and Ghana Henry Boateng, Uchenna Uzo, Ogechi Adeola, and Robert Ebo Hinson Part III 5 59 Contemporary Perspectives on Marketing Communications and Brand Development: Sponsorship, Health and Personal Branding 81 Sponsorship: Practices and Benefits in Emerging Markets 83 Michael Μ. Goldman, Gabriela Klein Netto, Shiling Lin, and Richard Wanjohi 6 Sports Marketing Communications in South America Raúl A. Rosales and Roger G. Tito 7 Social Media-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands Versus Indulgent Food Brands Gricel Castillo, Lorena Carrete, and Pilar Arroyo 8 9 103 121 Health and Lifestyle Branding Emmanuel Silva Quaye and Leeford Edem Kojo Ameyibor 147 Personal Branding 181 J. N Halm
Contents xi Part IV Contemporary and Futuristic Approaches to Marketing Communications and Brand Development 207 10 Neuromarketing: The Role of the Executive Function in Consumer Behaviour 209 Chika Remigious Ezeugwu, Awele Achi, and Chikaodi Francisca Ezeugwu 11 Advertising in Virtual Reality: A Hierarchy of Effects Paradigm Ikeola J Bodunde and Eugene Ohu 229 12 The Future of Marketing: Artificial Intelligence, Virtual Reality, and Neuromarketing 253 Ogechi Adeola, Olaniyi Evans, Jude Ndubuisi Edeh, and Isaiah Adisa 13 Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets Amrita Chakraborty and Varsha Jain Index 281 307 |
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| spelling | Marketing communications and brand development in emerging economies Volume 1 Contemporary and future perspectives Ogechi Adeola, Robert E. Hinson, A M Sakkthivel (editors) Cham palgrave macmillan [2022] xxv, 311 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Palgrave studies of marketing in emerging economies Emerging Market (DE-588)4398432-0 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Emerging Market (DE-588)4398432-0 s Marketingstrategie (DE-588)4120697-6 s DE-604 Adeola, Ogechi (DE-588)1235690571 edt Hinson, Robert (DE-588)1121307914 edt Sakkthivel, A. M. (DE-588)1261764994 edt (DE-604)BV048255457 1 Erscheint auch als Online-Ausgabe 978-3-030-88678-3 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033635707&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Marketing communications and brand development in emerging economies |
| title_auth | Marketing communications and brand development in emerging economies |
| title_exact_search | Marketing communications and brand development in emerging economies |
| title_exact_search_txtP | Marketing communications and brand development in emerging economies |
| title_full | Marketing communications and brand development in emerging economies Volume 1 Contemporary and future perspectives Ogechi Adeola, Robert E. Hinson, A M Sakkthivel (editors) |
| title_fullStr | Marketing communications and brand development in emerging economies Volume 1 Contemporary and future perspectives Ogechi Adeola, Robert E. Hinson, A M Sakkthivel (editors) |
| title_full_unstemmed | Marketing communications and brand development in emerging economies Volume 1 Contemporary and future perspectives Ogechi Adeola, Robert E. Hinson, A M Sakkthivel (editors) |
| title_short | Marketing communications and brand development in emerging economies |
| title_sort | marketing communications and brand development in emerging economies contemporary and future perspectives |
| topic | Emerging Market (DE-588)4398432-0 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Emerging Market Marketingstrategie Aufsatzsammlung |
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