The role of brands in an era of over-information:
"Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the...
Gespeichert in:
| Weitere Verfasser: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) :
IGI Global,
c2023
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help "rationalize" decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of the brands. Do they really help consumers to make better decisions? Or are they ignored by the customers as they become the rule instead of the exception?The Role of Brands in an Era of Over-Information provides knowledge to better understand the digital branding process and its implications in choosing products, services, or organizations. The book also contributes to the development and consolidation of recent concepts linked with branding and over-information, providing practical cases where these concepts show their relevance. Covering key topics such as marketing, new media, sustainability, and internet branding, this premier reference source is ideal for marketers, influencers, business owners, policymakers, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students."-- |
| Beschreibung: | 16 PDFs (257 pages) Also available in print. |
| Format: | Mode of access: World Wide Web. |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781668483534 |
| Zugangseinschränkungen: | Restricted to subscribers or individual electronic text purchasers. |
Internformat
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| 245 | 0 | 4 | |a The role of brands in an era of over-information |c Ricardo Fontes Correia, Dominyka Venciuté, Bruno Miguel Sousa, editors. |
| 264 | 1 | |a Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : |b IGI Global, |c c2023 | |
| 300 | |a 16 PDFs (257 pages) | ||
| 336 | |a text |2 rdacontent | ||
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| 338 | |a online resource |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Preface -- Chapter 1. Trust in Influencer Marketing: Factors Influencing Followers' Perceptions in the Baltic Countries -- Chapter 2. Factors Influencing the Level of Trust in Vaccines -- Chapter 3. Brand Narrative in the 21st Century -- Chapter 4. Neuromarketing vs. Brands -- Chapter 5. Motivational Factors That Influence the Intention to Watch a Spectator Sports Product: The Case of the National Women's Soccer League -- Chapter 6. The Use of Digital Technologies for Traceability: An Analysis of Consumer and Firm Perceptions -- Chapter 7. Study on a Mediation Model of New Brands Entering Competitive Markets Through to the Experience Sharing, Skill Teaching, and Value Perception -- Chapter 8. Digital Branding in the Digital Era -- Chapter 9. Brand Activertising: From Profit-Purpose to Social Positioning -- Compilation of References -- About the Contributors -- Index. | |
| 506 | |a Restricted to subscribers or individual electronic text purchasers. | ||
| 520 | 3 | |a "Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help "rationalize" decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of the brands. Do they really help consumers to make better decisions? Or are they ignored by the customers as they become the rule instead of the exception?The Role of Brands in an Era of Over-Information provides knowledge to better understand the digital branding process and its implications in choosing products, services, or organizations. The book also contributes to the development and consolidation of recent concepts linked with branding and over-information, providing practical cases where these concepts show their relevance. Covering key topics such as marketing, new media, sustainability, and internet branding, this premier reference source is ideal for marketers, influencers, business owners, policymakers, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students."-- |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 09/01/2023). | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Information overload. | |
| 650 | 0 | |a Marketing |x Technological innovations. | |
| 655 | 4 | |a Electronic books. | |
| 700 | 1 | |a Correia, Ricardo Fontes |d 1978- |e editor. | |
| 700 | 1 | |a Sousa, Bruno Miguel |d 1983- |e editor. | |
| 700 | 1 | |a Venciuté, Dominyka, |e editor. | |
| 710 | 2 | |a IGI Global, |e publisher. | |
| 776 | 0 | 8 | |i Print version: |z 1668483513 |z 9781668483510 |
| 856 | 4 | 0 | |l FWS01 |p ZDB-98-IGB |q FWS_PDA_IGB |u http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-8351-0 |3 Volltext |
| 912 | |a ZDB-98-IGB | ||
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| contents | Preface -- Chapter 1. Trust in Influencer Marketing: Factors Influencing Followers' Perceptions in the Baltic Countries -- Chapter 2. Factors Influencing the Level of Trust in Vaccines -- Chapter 3. Brand Narrative in the 21st Century -- Chapter 4. Neuromarketing vs. Brands -- Chapter 5. Motivational Factors That Influence the Intention to Watch a Spectator Sports Product: The Case of the National Women's Soccer League -- Chapter 6. The Use of Digital Technologies for Traceability: An Analysis of Consumer and Firm Perceptions -- Chapter 7. Study on a Mediation Model of New Brands Entering Competitive Markets Through to the Experience Sharing, Skill Teaching, and Value Perception -- Chapter 8. Digital Branding in the Digital Era -- Chapter 9. Brand Activertising: From Profit-Purpose to Social Positioning -- Compilation of References -- About the Contributors -- Index. |
| ctrlnum | (CaBNVSL)slc00004918 (OCoLC)1396169740 |
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| spelling | The role of brands in an era of over-information Ricardo Fontes Correia, Dominyka Venciuté, Bruno Miguel Sousa, editors. Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global, c2023 16 PDFs (257 pages) text rdacontent electronic isbdmedia online resource rdacarrier Includes bibliographical references and index. Preface -- Chapter 1. Trust in Influencer Marketing: Factors Influencing Followers' Perceptions in the Baltic Countries -- Chapter 2. Factors Influencing the Level of Trust in Vaccines -- Chapter 3. Brand Narrative in the 21st Century -- Chapter 4. Neuromarketing vs. Brands -- Chapter 5. Motivational Factors That Influence the Intention to Watch a Spectator Sports Product: The Case of the National Women's Soccer League -- Chapter 6. The Use of Digital Technologies for Traceability: An Analysis of Consumer and Firm Perceptions -- Chapter 7. Study on a Mediation Model of New Brands Entering Competitive Markets Through to the Experience Sharing, Skill Teaching, and Value Perception -- Chapter 8. Digital Branding in the Digital Era -- Chapter 9. Brand Activertising: From Profit-Purpose to Social Positioning -- Compilation of References -- About the Contributors -- Index. Restricted to subscribers or individual electronic text purchasers. "Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help "rationalize" decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of the brands. Do they really help consumers to make better decisions? Or are they ignored by the customers as they become the rule instead of the exception?The Role of Brands in an Era of Over-Information provides knowledge to better understand the digital branding process and its implications in choosing products, services, or organizations. The book also contributes to the development and consolidation of recent concepts linked with branding and over-information, providing practical cases where these concepts show their relevance. Covering key topics such as marketing, new media, sustainability, and internet branding, this premier reference source is ideal for marketers, influencers, business owners, policymakers, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students."-- Provided by publisher. Also available in print. Mode of access: World Wide Web. Description based on title screen (IGI Global, viewed 09/01/2023). Branding (Marketing) Information overload. Marketing Technological innovations. Electronic books. Correia, Ricardo Fontes 1978- editor. Sousa, Bruno Miguel 1983- editor. Venciuté, Dominyka, editor. IGI Global, publisher. Print version: 1668483513 9781668483510 FWS01 ZDB-98-IGB FWS_PDA_IGB http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-8351-0 Volltext |
| spellingShingle | The role of brands in an era of over-information Preface -- Chapter 1. Trust in Influencer Marketing: Factors Influencing Followers' Perceptions in the Baltic Countries -- Chapter 2. Factors Influencing the Level of Trust in Vaccines -- Chapter 3. Brand Narrative in the 21st Century -- Chapter 4. Neuromarketing vs. Brands -- Chapter 5. Motivational Factors That Influence the Intention to Watch a Spectator Sports Product: The Case of the National Women's Soccer League -- Chapter 6. The Use of Digital Technologies for Traceability: An Analysis of Consumer and Firm Perceptions -- Chapter 7. Study on a Mediation Model of New Brands Entering Competitive Markets Through to the Experience Sharing, Skill Teaching, and Value Perception -- Chapter 8. Digital Branding in the Digital Era -- Chapter 9. Brand Activertising: From Profit-Purpose to Social Positioning -- Compilation of References -- About the Contributors -- Index. Branding (Marketing) Information overload. Marketing Technological innovations. |
| title | The role of brands in an era of over-information |
| title_auth | The role of brands in an era of over-information |
| title_exact_search | The role of brands in an era of over-information |
| title_full | The role of brands in an era of over-information Ricardo Fontes Correia, Dominyka Venciuté, Bruno Miguel Sousa, editors. |
| title_fullStr | The role of brands in an era of over-information Ricardo Fontes Correia, Dominyka Venciuté, Bruno Miguel Sousa, editors. |
| title_full_unstemmed | The role of brands in an era of over-information Ricardo Fontes Correia, Dominyka Venciuté, Bruno Miguel Sousa, editors. |
| title_short | The role of brands in an era of over-information |
| title_sort | role of brands in an era of over information |
| topic | Branding (Marketing) Information overload. Marketing Technological innovations. |
| topic_facet | Branding (Marketing) Information overload. Marketing Technological innovations. Electronic books. |
| url | http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-8351-0 |
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