Driving customer appeal through the use of emotional branding:
"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same...
Gespeichert in:
| Weitere Verfasser: | , , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) :
IGI Global,
[2018]
|
| Schriftenreihe: | Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"-- |
| Beschreibung: | 32 PDFs (xviii, 366 pages) Also available in print. |
| Format: | Mode of access: World Wide Web. |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781522529224 |
| Zugangseinschränkungen: | Restricted to subscribers or individual electronic text purchasers. |
Internformat
MARC
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| 245 | 0 | 0 | |a Driving customer appeal through the use of emotional branding |c Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors. |
| 264 | 1 | |a Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : |b IGI Global, |c [2018] | |
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| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelgänger brand image: the darker side to emotional branding. | |
| 506 | |a Restricted to subscribers or individual electronic text purchasers. | ||
| 520 | 3 | |a "This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"-- |c Provided by publisher. | |
| 530 | |a Also available in print. | ||
| 538 | |a Mode of access: World Wide Web. | ||
| 588 | |a Description based on title screen (IGI Global, viewed 09/20/2017). | ||
| 650 | 0 | |a Brand name products |x Psychological aspects. | |
| 650 | 0 | |a Branding (Marketing) |x Psychological aspects. | |
| 650 | 0 | |a Product management |x Psychological aspects. | |
| 700 | 1 | |a Chhikara, Ritu, |e editor. | |
| 700 | 1 | |a Garg, Ruchi |d 1985- |e editor. | |
| 700 | 1 | |a Kataria, Aarti, |e editor. | |
| 700 | 1 | |a Panda, Tapan Kumar, |e editor. | |
| 710 | 2 | |a IGI Global, |e publisher. | |
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| _version_ | 1816797078772252672 |
| adam_text | |
| any_adam_object | |
| author2 | Chhikara, Ritu Garg, Ruchi 1985- Kataria, Aarti Panda, Tapan Kumar |
| author2_role | edt edt edt edt |
| author2_variant | r c rc r g rg a k ak t k p tk tkp |
| author_facet | Chhikara, Ritu Garg, Ruchi 1985- Kataria, Aarti Panda, Tapan Kumar |
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| contents | Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelgänger brand image: the darker side to emotional branding. |
| ctrlnum | (CaBNVSL)slc19657757 (OCoLC)1004607229 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
| indexdate | 2024-11-26T14:51:52Z |
| institution | BVB |
| isbn | 9781522529224 |
| language | English |
| oclc_num | 1004607229 |
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| physical | 32 PDFs (xviii, 366 pages) Also available in print. |
| psigel | ZDB-98-IGB |
| publishDate | 2018 |
| publishDateSearch | 2018 |
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| publisher | IGI Global, |
| record_format | marc |
| series | Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. |
| series2 | Advances in marketing, customer relationship management, and e-services (AMCRMES) book series |
| spelling | Driving customer appeal through the use of emotional branding Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors. Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global, [2018] 32 PDFs (xviii, 366 pages) text rdacontent electronic isbdmedia online resource rdacarrier Advances in marketing, customer relationship management, and e-services (AMCRMES) book series Includes bibliographical references and index. Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelgänger brand image: the darker side to emotional branding. Restricted to subscribers or individual electronic text purchasers. "This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"-- Provided by publisher. Also available in print. Mode of access: World Wide Web. Description based on title screen (IGI Global, viewed 09/20/2017). Brand name products Psychological aspects. Branding (Marketing) Psychological aspects. Product management Psychological aspects. Chhikara, Ritu, editor. Garg, Ruchi 1985- editor. Kataria, Aarti, editor. Panda, Tapan Kumar, editor. IGI Global, publisher. (Original) (DLC)2017012412 Print version: 1522529217 9781522529217 (DLC) 2017012412 Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. FWS01 ZDB-98-IGB FWS_PDA_IGB http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2921-7 Volltext |
| spellingShingle | Driving customer appeal through the use of emotional branding Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelgänger brand image: the darker side to emotional branding. Brand name products Psychological aspects. Branding (Marketing) Psychological aspects. Product management Psychological aspects. |
| title | Driving customer appeal through the use of emotional branding |
| title_auth | Driving customer appeal through the use of emotional branding |
| title_exact_search | Driving customer appeal through the use of emotional branding |
| title_full | Driving customer appeal through the use of emotional branding Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors. |
| title_fullStr | Driving customer appeal through the use of emotional branding Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors. |
| title_full_unstemmed | Driving customer appeal through the use of emotional branding Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors. |
| title_short | Driving customer appeal through the use of emotional branding |
| title_sort | driving customer appeal through the use of emotional branding |
| topic | Brand name products Psychological aspects. Branding (Marketing) Psychological aspects. Product management Psychological aspects. |
| topic_facet | Brand name products Psychological aspects. Branding (Marketing) Psychological aspects. Product management Psychological aspects. |
| url | http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2921-7 |
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