Brands : the logos of the global economy / / elia Lury |
Autore | Lury Celia |
Edizione | [1st ed.] |
Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2004 |
Descrizione fisica | 1 online resource (180 p.) |
Disciplina | 658.8/27 |
Collana | International library of sociology |
Soggetto topico |
Brand name products
Business names Marketing Globalization - Economic aspects |
ISBN |
81-7649-480-1
1-134-52916-3 9786610242344 1-134-52917-1 1-280-24234-5 0-203-49502-0 |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Book Cover; Half-title; Title; Copyright; Contents; Acknowledgements; 1: Just do what?; 2: Marketing as a performative discipline and the emergence of the brand; 3: The interface of the brand; 4: Logos; 5: The brand as a property form of relationality; 6: Interactivity; 7: The objectivity of the brand; Notes; Bibliography; Index; |
Record Nr. | UNINA-9910828248503321 |
Lury Celia
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London ; ; New York : , : Routledge, , 2004 | ||
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Lo trovi qui: Univ. Federico II | ||
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The business of influence [[electronic resource] ] : reframing marketing and PR for the digital age / / Philip Sheldrake |
Autore | Sheldrake Philip <1971-> |
Edizione | [1st edition] |
Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2011 |
Descrizione fisica | xxi, 210p |
Disciplina | 658.8/72 |
Soggetto topico |
Internet marketing
Marketing Public relations Influence (Psychology) |
ISBN |
1-119-97830-0
1-283-40508-3 9786613405081 1-119-97337-6 |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Record Nr. | UNINA-9910781470903321 |
Sheldrake Philip <1971->
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Chichester, West Sussex, : Wiley, 2011 | ||
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Lo trovi qui: Univ. Federico II | ||
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The business of influence [[electronic resource] ] : reframing marketing and PR for the digital age / / Philip Sheldrake |
Autore | Sheldrake Philip <1971-> |
Edizione | [1st edition] |
Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2011 |
Descrizione fisica | xxi, 210p |
Disciplina | 658.8/72 |
Soggetto topico |
Internet marketing
Marketing Public relations Influence (Psychology) |
ISBN |
1-119-97830-0
1-283-40508-3 9786613405081 1-119-97337-6 |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Record Nr. | UNINA-9910812115303321 |
Sheldrake Philip <1971->
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Chichester, West Sussex, : Wiley, 2011 | ||
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Lo trovi qui: Univ. Federico II | ||
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Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster |
Autore | Fisher-Buttinger Claudia |
Edizione | [1st edition] |
Pubbl/distr/stampa | Hoboken, NJ, : Wiley, c2008 |
Descrizione fisica | 1 online resource (382 p.) |
Disciplina | 658.8/27 |
Altri autori (Persone) | VallasterChristine <1971-> |
Soggetto topico |
Brand name products - Management
Brand name products - Valuation - Management Branding (Marketing) Corporate image |
Soggetto non controllato |
Brand name products - Marketing - Management
Branding (Marketing) - Management Markenname Marketing Success in business |
ISBN |
1-119-20839-4
1-282-68406-X 9786612684067 0-470-74087-6 |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | CONNECTIVE BRANDING; CONTENTS; PROLOGUE; INTRODUCTION; PART I: SETTING THE STAGE; CHAPTER 1: MARKET FORCES; CHAPTER 2: EMERGING STRATEGIES TO ADDRESS MARKET FORCES; PAR II: A FRAMEWORK FOR COPING; CHAPTER 3: BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS; PART III: CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN; CHAPTER 4: PRACTICAL APPLICATIONS - STAKEHOLDER ENGAGEMENT; CHAPTER 5: PRACTICAL APPLICATIONS - THE PROCESS OF ALIGNMENT; EPILOGUE - THE LAW OF THE SEVENTH GENERATION ?; INDEX |
Record Nr. | UNINA-9910139508603321 |
Fisher-Buttinger Claudia
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Hoboken, NJ, : Wiley, c2008 | ||
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Lo trovi qui: Univ. Federico II | ||
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Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster |
Autore | Fisher-Buttinger Claudia |
Edizione | [1st edition] |
Pubbl/distr/stampa | Hoboken, NJ, : Wiley, c2008 |
Descrizione fisica | 1 online resource (382 p.) |
Disciplina | 658.8/27 |
Altri autori (Persone) | VallasterChristine <1971-> |
Soggetto topico |
Brand name products - Management
Brand name products - Valuation - Management Branding (Marketing) Corporate image |
Soggetto non controllato |
Brand name products - Marketing - Management
Branding (Marketing) - Management Markenname Marketing Success in business |
ISBN |
1-119-20839-4
1-282-68406-X 9786612684067 0-470-74087-6 |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | CONNECTIVE BRANDING; CONTENTS; PROLOGUE; INTRODUCTION; PART I: SETTING THE STAGE; CHAPTER 1: MARKET FORCES; CHAPTER 2: EMERGING STRATEGIES TO ADDRESS MARKET FORCES; PAR II: A FRAMEWORK FOR COPING; CHAPTER 3: BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS; PART III: CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN; CHAPTER 4: PRACTICAL APPLICATIONS - STAKEHOLDER ENGAGEMENT; CHAPTER 5: PRACTICAL APPLICATIONS - THE PROCESS OF ALIGNMENT; EPILOGUE - THE LAW OF THE SEVENTH GENERATION ?; INDEX |
Record Nr. | UNINA-9910824967603321 |
Fisher-Buttinger Claudia
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Hoboken, NJ, : Wiley, c2008 | ||
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Lo trovi qui: Univ. Federico II | ||
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Destination recommendation systems [[electronic resource] ] : behavioural foundations and applications / / edited by Daniel R. Fesenmaier, Karl W. Wöber, Hannes Werthner |
Pubbl/distr/stampa | Wallingford, UK ; ; Cambridge, MA, : CABI Pub., c2006 |
Descrizione fisica | 1 online resource (369 p.) |
Disciplina | 910.285/4678 |
Altri autori (Persone) |
FesenmaierDaniel R
WöberKarl W WerthnerH. <1954-> |
Soggetto topico |
Travel - Computer network resources
Tourism - Computer network resources Internet World Wide Web |
ISBN |
1-280-73549-X
9786610735495 1-84593-109-2 |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
""Contents""; ""Contributors""; ""Foreword""; ""Introduction: Recommendation Systems in Tourism""; ""Part I: Behavioural Foundations for Destination Recommendation Systems""; ""1. Information Search for Travel Decisions""; ""2. Travel Destination Choice Models""; ""3. Information Search and Navigation on the Internet""; ""4. Tourist Decision-making and Travel Destination Recommendation Systems""; ""5. A Behavioural Framework for Destination Recommendation Systems Design""; ""Part II: Design of Destination Recommendation Systems""; ""6. Case-based Travel Recommendations""
""7. Destination Recommendations Based on Travel Decision Styles""""8. Travel Personality Testing for Destination Recommendation Systems""; ""9. Building Adaptive Systems: A Neural Net Approach""; ""10. Narrative Design for Travel Recommender Systems""; ""11. Interface Metaphors on Travel-related Websites""; ""12. Playfulness on Website Interactions: Why Can Travel Recommendation Systems Not Be Fun?""; ""Part III: Case Studies in Destination Recommendation System Development""; ""13. Domain-specific Search Engines""; ""14. DieToRecs: A Case-based Travel Advisory System"" ""15. Evaluating Travel Recommender Systems: A Case Study of Die ToRecs""""16. TourBO: A Prototype of a Regional Tourism Advising System in Germany""; ""17. Moby Rek: A Conversational Recommender System for On-the-move Travelers""; ""Part IV: Recommendation Systems and Travel An Exciting Future""; ""18. Futuring Travel Destination Recommendation Systems""; ""References""; ""Index""; |
Record Nr. | UNINA-9910446343903321 |
Wallingford, UK ; ; Cambridge, MA, : CABI Pub., c2006 | ||
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Lo trovi qui: Univ. Federico II | ||
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Emotions, advertising and consumer choice [[electronic resource] /] / Flemming Hansen & Sverre Riis Christensen ; with research assistance by Steen Lundsteen |
Autore | Hansen Flemming |
Edizione | [1st ed.] |
Pubbl/distr/stampa | [Denmark], : Copenhagen Business School Press, 2007 |
Descrizione fisica | 1 online resource (462 p.) |
Disciplina | 658.8/342 |
Altri autori (Persone) | ChristensenSverre Riis |
Soggetto topico |
Consumer behavior
Advertising - Psychological aspects |
ISBN | 87-630-9988-8 |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Record Nr. | UNINA-9910785597603321 |
Hansen Flemming
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[Denmark], : Copenhagen Business School Press, 2007 | ||
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Lo trovi qui: Univ. Federico II | ||
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Emotions, advertising and consumer choice [[electronic resource] /] / Flemming Hansen & Sverre Riis Christensen ; with research assistance by Steen Lundsteen |
Autore | Hansen Flemming |
Edizione | [1st ed.] |
Pubbl/distr/stampa | [Denmark], : Copenhagen Business School Press, 2007 |
Descrizione fisica | 1 online resource (462 p.) |
Disciplina | 658.8/342 |
Altri autori (Persone) | ChristensenSverre Riis |
Soggetto topico |
Consumer behavior
Advertising - Psychological aspects |
ISBN | 87-630-9988-8 |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Emotions, Advertising and Consumer Choice -- FOREWORD -- PART I - Emotions in Consumer Choice -- CHAPTER I: The Origin of Consumer Choice Theory -- 1. Marketing Theory -- 2. Early Consumer Behaviour Research -- 3. Consumer Behaviour as a Discipline -- 4. The Content of the Present Book -- 5. The Aim of the Book -- Overview -- CHAPTER II: Consumer Behaviour and Cognitions -- A. Consumer Behaviour -- B. Consciousness and Cognition -- 1. Cognitive Consumer Choice Models -- 2. Decision Processes -- 3. The Activated Cognitive Structure -- 4. Multi-Attribute Models -- 5. The Theory of Reasoned Action -- 6. The Theory of Planned Behaviour -- 7. Identifying Choice Criteria -- 8. Non-Compensatory Cognitive Models -- C. Limitations of Cognitive Choice Models -- 1. Attitude and Choice -- 2. Alternative Views on the Role of Cognitive Processes -- 3. Peripheral and Low Involvement Information Processing -- 4. The Elaboration Likelihood Model -- 5. The Role of Peripheral versus Central Information Processing -- 6. Revitalising the Think-Feel-Do Advertising Attitude Model -- D. Summary -- CHAPTER III: Affective Information Processing -- A. The Role of Affect in Consumer Choice -- 1. Affect and Personality -- 2. Attitudes and Affect -- 3. Affect and Mood -- 4. Affect and Emotion -- B. Emotions are Different from Feelings -- 1. The Neglect of Feelings in Early 19th Century's Psychology -- 2. Feelings in Psychology -- C. Feelings in Consumer Behaviour Research and Advertising -- 1. Hedonic Consumption and Feelings/Emotions -- 2. Mere Exposure -- 3. Consumer Satisfaction -- 4. Attitudes and Emotions as Separate Constructs -- 5. Social Feelings -- 6. Influence on the Nature of Choices -- 7. Moods -- 8. Affective Responses to Advertising -- 9. Coping with Positive and Negative Emotions -- 10. Feeling Dynamics -- D. Investigating Feelings.
1. Interview Based Measures -- 2. Manipulating Feelings -- 3. Psycho-Physiological Measures -- 4. Physiological Measures -- 5. Facial Expressions -- E. CMC Evidence -- 1. Arousal or Not? -- F. Summary -- CHAPTER IV: Neuroeconomics: Emotions in Contemporary Neuropsychologial Theory and in Consumer Choice -- A. Background -- 1. Emotions in Contemporary Neurological and Neuropsychological Research -- 2. The Nature of Emotions -- 3. On Rats and Fear -- 4. Emotions and Feelings -- 5. The Evolution of Emotions -- 6. Consciousness, Feelings and Emotions -- 7. Basic and Social Emotions: Few or Many Different Emotional Brain Processes? -- 8. Emotions, Arousal and Involvement -- 9. Background Emotions and Moods -- B. Memory System -- 1. Memory and Emotions -- 2. The Somatic Marker Hypothesis -- C. Emotions in Consumer Choice Behaviour -- 1. Three Kinds of Choice Situations -- D. Neuroeconomics -- E. Summary -- CHAPTER V: Measuring Emotional Response Tendencies -- A. Background -- 1. From Emotions to Feelings - and Back -- 2. Propositions -- B. The Project -- 1. Data Collection -- 2. The Choice of Brands and Stimuli -- 3. The Choice of Feeling Words -- 4. Data Analysis and Raw Data -- 5. Standard Analytical Procedure -- 6. Analyzing the Shampoo Category -- 7. Computing Emotional Response Strength -- 8. Feeling Statements Dominating the Responses in all 4 Rossiter/Percy Grid Quadrants -- C. Testing the Propositions -- D. Discussion and Conclusion -- 1. Emotion and Brand Equity -- 2. NERS and NUMS -- 3. Methodological Comments -- E. Summary -- CHAPTER VI: Further Evidence on Mental Brand Equity -- A. The Background for the Replication -- B. Procedure -- 1. Number of Feeling Words -- 2. Interview Procedure and Size of the Sample Evaluating Each Individual Brand -- 3. Selection of Feeling Words for NERS Computation. 4. Computation of NERS-Scores for Brands and Categories -- C. Findings -- 1. Comparison between 2003 and 2004 Scores -- 2. Significant Differences -- 3. Differences Occurring Because of Different Computation Methods -- 4. Comparing 2003 and 2004 Results -- 5. Two or more Emotional Dimensions? -- 6. General Results -- 7. Users and Non-Users -- 8. Outstanding Brands -- 9. Other Implications of the Findings -- D. The Role of Emotion Revisited -- 1. NERS in Straight Emotional Choices -- 2. NERS in Extended Emotional Choices -- 3. NERS of Individuals -- 4. NERS in Consumption -- 5. Marketing Communication and NERS -- 6. Emotions and Behaviour in General -- E. Summary -- Part II - Marketing Communication - and Emotions -- CHAPTER VII: The Role of Advertising -- A. Optimal Marketing Strategy -- 1. Optimal Decision Making -- 2. The Dorfman-Steiner/Barfod Theorem -- 3. Optimal Advertising -- 4. Optimal Advertising in a Dynamic World -- 5. A Word on Elasticities -- B. Different Ways in which Advertising Functions -- 1. Advertising of Changes and Novelty -- 2. Advertising in Competitive Markets -- C. Practical Approaches to Advertising Planning -- 1. Advertising Budgeting -- 2. Budgeting with a Fixed Share of Revenue or Profit -- 3. Marginal Budgeting -- 4. Communication Goals -- 5. Dynamic Budgeting -- D. Media Group Comparisons -- E. Campaign Execution -- F. Timing of Campaign or Scheduling -- G. Summary -- CHAPTER VIII: Econometric Modeling and Short Term Effects of Advertising -- A. Approaches to the Study of Advertising Effects -- 1. Econometric Modeling at the Aggregate Level -- 2. Estimating Advertising Elasticities -- 3. Advertising Response Modeling with Interview Data at the Individual Level -- B. Short Term Effects -- 1. Modeling at the Level of the Individual Respondent with Single Source Data -- 2. Purchase-Viewing Bias. 3. Promotion and other Effects -- 4. STAS and Logit Modeling -- 5. Comparing STAS and Logit Results -- 6. STAS Results -- 7. Logit Model Results -- 8. Estimating Retention Rates and Advertising Elasticities -- 9. Implications -- C. STAS Measured Through Personal Interviewing -- 1. Awareness Effect -- 2. Short-term Sales Effect -- D. Summary -- CHAPTER IX Medium and Long Term Effects of Advertising -- A. Medium Term Effectiveness -- B. Long-Term Effects -- 1. Method -- 2. Analysis and Results -- 3. High Voice and Low Voice Product Categories -- 4. Oligopoly and Competitive Markets -- 5. Share of Voice and Share of Market in Individual Markets -- a. Breakfast Cereals -- b. Chocolate Bars -- c. Automatic Washing Powder -- d. Canned Soup -- e. Household Cleaners -- f. Margarine -- C. Summary -- CHAPTER X Measuring Advertising's Effects -- A. The Economic Argument for Testing Advertising and Monitoring its Effects -- 1. Financial Responsibility -- 2. Costs of Testing -- 3. Timing -- 4. Test Validity -- 5. The Communication Gap Between Researchers and the Creative People -- 6. Interpretation -- B. Some Important Distinctions -- 1. The Advertising Development Process -- 2. Quantitative versus Qualitative Approaches -- 3. Sensitivity versus Validity -- 4. Exposure versus Effect Measures -- C. Modeling the Advertising Effectiveness Process -- 1. The Age of Recognition versus Recall, 1930-70 -- 2. Qualitative Research -- 3. The Age of Advertising Evaluation, 1940-65 -- 4. The Persuasion Age, 1960 - to Date -- 5. Contemporary Views -- a. Revival of Multi-Attribute Modeling -- b. Feelings in Response to Advertising -- c. Central vs. Peripheral Information Processing -- d. Testing with Multiple Variables -- D. Measurements of Advertising Effects -- 1. Qualitative Data -- 2. Mechanical Measures of Effect -- 3. A. Advertising Recall -- 3. B. Brand Recall. 4. Scaled Measures -- a. Attitudes towards the Ad (A-Ad) -- b. Feelings -- c. Liking -- d. Attitudes towards the Brand (A-Brand) -- e. Brand Preferences -- f. Persuasion Scores -- 5. Market Measures -- a. Sales Data -- b. Aggregated Consumer Data -- c. Behavioural Data at the Individual Level -- d. Other Market Related Behavioural Data -- E. Data Collection Techniques in Advertising Effectiveness Studies -- 1. Concept Testing -- 2. Pre-testing: Tests of Art Work at Varying Stages -- 3. "Day-After Tests" -- 4. Split Cable and Similar Test Designs -- 5. Test Marketing -- 6. Post-Testing -- 7. Advertising Modeling -- F. Summary -- CHAPTER XI The Dynamics of NERS Scores:Tracking and Testing -- A. Changes in NERS Scores from 2003-2004 -- 1. Cereals -- 2. Amusement Parks -- 3. Banks -- 4. Gasoline -- 5. Newspapers -- 6. Mobile Phone Companies -- 7. Shampoo -- 8. The Bread Category -- 9. Conclusion -- B. Systematic Changes between 2003 and 2004 -- 1. Changing Spending and Changing NERS -- 2. Changing NERS Scores and Campaign Effectiveness -- C. Users and Non-Users -- D. NERS Scores for Leading Political Candidates -- E. Advertising Pre-Testing Experiences -- 1. 28 ELAM Pre-Tests -- 2. Experiences from International Pre-Testing -- 3. Emotional Responses to different Design Lines -- F. Emotional Responses Explaining Evaluation of Sponsorships -- 1. First Sponsorship Study, 1999 -- 2. Second Sponsorship Study, 2001 -- 3. Third Sponsorship Study, 2003 -- G. Conversion Model -- H. Summary -- CHAPTER XII From Emotions to Feelings - and Back -- A. The Feelings that Emotions may Activate -- B. Eleven Cases -- 1. The Nordea Case -- 2. Gasoline -- 3. Coffee -- 4. Sweets -- 5. The Cereals Category -- 6. Charter Travel Companies -- 7. Mobile Phone Companies -- 8. Hair Shampoo -- 9. Amusement Parks -- 10. Toys -- 11. Mobile Telephones. 12. Summarising from Feelings to Emotions and Back. |
Record Nr. | UNINA-9910815746503321 |
Hansen Flemming
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[Denmark], : Copenhagen Business School Press, 2007 | ||
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Lo trovi qui: Univ. Federico II | ||
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European advertising & media forecast |
Pubbl/distr/stampa | Henley-on-Thames : , : Published for the Advertising Association and the European Advertising Tripartite by NTC Publications |
Descrizione fisica | 1 online resource |
Disciplina | 659.13 094 |
Soggetto topico |
Advertising - Europe
Mass media - Europe Publicité - Europe Médias - Europe Mass media Advertising |
Soggetto genere / forma |
Statistics.
Periodicals. |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Periodico |
Lingua di pubblicazione | eng |
Altri titoli varianti | European advertising and media forecast |
Record Nr. | UNISA-996206763603316 |
Henley-on-Thames : , : Published for the Advertising Association and the European Advertising Tripartite by NTC Publications | ||
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Lo trovi qui: Univ. di Salerno | ||
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European advertising & media forecast |
Pubbl/distr/stampa | Henley-on-Thames : , : Published for the Advertising Association and the European Advertising Tripartite by NTC Publications |
Descrizione fisica | 1 online resource |
Disciplina | 659.13 094 |
Soggetto topico |
Advertising - Europe
Mass media - Europe Publicité - Europe Médias - Europe Mass media Advertising |
Soggetto genere / forma |
Statistics.
Periodicals. |
Classificazione | 85.40 |
Formato | Materiale a stampa ![]() |
Livello bibliografico | Periodico |
Lingua di pubblicazione | eng |
Altri titoli varianti | European advertising and media forecast |
Record Nr. | UNINA-9910339533003321 |
Henley-on-Thames : , : Published for the Advertising Association and the European Advertising Tripartite by NTC Publications | ||
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Lo trovi qui: Univ. Federico II | ||
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