Pubbl/distr/stampa	London : , : IntechOpen, , 2022
Descrizione fisica	1 online resource (100 pages)
Disciplina	658.8
Soggetto topico	Marketing - United States - Management Marketing - Management
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Record Nr.	UNINA-9910688162103321

Edizione	[First edition.]
Pubbl/distr/stampa	Bingley, England : , : Emerald, , 2015
Descrizione fisica	1 online resource (338 p.)
Disciplina	658.8
Collana	Review of Marketing Research
Soggetto topico	Marketing - Management Brand name products
Soggetto genere / forma	Electronic books.
ISBN	1-78441-931-1
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Front Cover; Brand Meaning Management; Copyright page; Contents; List of Contributors; Editorial Advisory Board; Series Introduction: Meaning of Research and Research on (Brand) Meaning; Overview; Publication Mission; Special Issues on Critical and Emerging Areas; Volume Introduction: New Perspectives and Future Research Issues on Brand Meaning Management; Brand Meaning Makers; Marketer-Derived Brand Narratives and Brand Meaning; Celebrities and Brand Meaning; Consumers as Brand Meaning Makers; Culture and Brand Meaning; Meaning Management Outcomes; Brands and Social Relationships Brand Identification and AttachmentBrand Evangelism; Meaning Management and Brand Transgressions; Exchange versus Communal Brand Relationships; Violating the Basis for Brand Attachment; Violations of Honor Values; Unanswered Questions; Brand Relationship Evolution; Establishing, Strengthening, Augmenting, and Revitalizing Brand Meaning; Drivers of Brand Attachment; Extensions to B2C Markets; Brand Architecture Design; References; What Does Brand Authenticity Mean? Causes and Consequences of Consumer Scrutiny toward a Brand Narrative; Introduction; Background; Brand Narratives as Stories Two Pretests of the Extent of Creative LicenseConsumers are "More Gullible than Suspicious"; Study 1; Method; Results; Study 2; Method; Results; Study 3; Method; Results; Discussion; General Discussion; Notes; References; APPENDIX; Managing Brand Meaning through Celebrity Endorsement; Theoretical Development; Self-Brand Connections; Celebrity as Source of Meaning; Brand Symbolism; Study 1; Method; Participants; Procedure; Independent Variables; Dependent Variable; Manipulation Checks; Results; Manipulation Checks; Hypotheses 1 and 2; Hypothesis 3; Discussion of Results from Study 1 Self-Enhancement MotivesStudy 2; Method; Participants; Procedure; Independent and Dependent Variables; Manipulation Checks; Results; Manipulation Checks; Hypotheses Tests; Discussion of Results from Study 2; Conclusion; Notes; References; Brand Remixing: 3D Printing the Nokia Case; Brands: Private versus Communal Assets; The Rise of Remixing; Prior Research; The Impact of Remixing; The Nokia Case; 3D Printing Overview; Customizing the Lumia 820; Analysis of Remixing Activity by Users; Impact of Nokia's Remixing Initiative; Implications for Brand Management Thought and Practice Implications for Brand ScholarsImplications for Brand Managers; Conclusion; Notes; References; Managing Cultural Equity: A Theoretical Framework for Building Iconic Brands in Globalized Markets; What is Cultural Equity?; Consumer Responses to Brands and Cultural Equity; Positive Cultural Equity of Iconic Brands; Negative Cultural Equity of Iconic Brands; Simultaneous Activation of Two Cultures (or Bicultural Priming); Evoking a Culture Defense Mindset; Salience of Intercultural Competition; Cultural Equity for Which Group?; The Building Blocks of Cultural Equity Country (or Region) of Origin Associations
Record Nr.	UNINA-9910460631203321

Autore	Kohne Andreas
Edizione	[Second edition.]
Pubbl/distr/stampa	Wiesbaden, Germany : , : Springer Vieweg, , [2023]
Descrizione fisica	1 online resource (165 pages)
Disciplina	658.812
Soggetto topico	Customer relations Marketing - Management Strategic planning
ISBN	9783658388447 9783658388430
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Record Nr.	UNINA-9910633933603321

Pubbl/distr/stampa	[Bradford, England] : , : Emerald Group Publishing Limited, , 2016
Descrizione fisica	1 online resource (81 pages)
Disciplina	658.8
Collana	Journal of Business & Industrial Marketing
Soggetto topico	Marketing - Management
Soggetto genere / forma	Electronic books.
ISBN	1-78714-081-4
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Record Nr.	UNINA-9910160282103321

Autore	Dhotre Meenal
Edizione	[Rev. ed.]
Pubbl/distr/stampa	Mumbai, : Himalaya Pub. House, 2010
Descrizione fisica	1 online resource (208 p.)
Disciplina	658.8/4
Soggetto topico	Marketing channels - Management Marketing - Management Retail trade - Management
Soggetto genere / forma	Electronic books.
ISBN	1-282-81194-0 9786612811944 1-4416-6227-8 93-5043-248-X 600-00-2990-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	section 1. Physical distribution and channel management -- section 2. Retail marketing management.
Record Nr.	UNINA-9910459278603321