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Advances in Advertising Research IX : Power to Consumers / / edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend
| Advances in Advertising Research IX : Power to Consumers / / edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2018 |
| Descrizione fisica | 1 online resource (354 pages) |
| Disciplina | 659.105 |
| Collana | European Advertising Academy |
| Soggetto topico |
Branding (Marketing)
Consumer behavior Telemarketing Internet marketing Branding Consumer Behavior Digital Marketing |
| ISBN | 3-658-22681-1 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Going Beyond: Persuading the Consumer with New Advertising Formats -- Getting Inside the Game: Effectiveness of In-Game Advertising -- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles -- Doing Good: Corporate Social Responsibility and Consumer Protection -- Let them Talk: How to Increase and Evaluate Word of Mouth -- It’s All about Context: Situational Influences on Advertising Effects. |
| Record Nr. | UNINA-9910298177103321 |
| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advances in Advertising Research X : Multiple Touchpoints in Brand Communication / / edited by Enrique Bigne, Sara Rosengren
| Advances in Advertising Research X : Multiple Touchpoints in Brand Communication / / edited by Enrique Bigne, Sara Rosengren |
| Edizione | [1st ed. 2019.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2019 |
| Descrizione fisica | 1 online resource (XI, 240 p. 34 illus.) |
| Disciplina | 158 |
| Collana | European Advertising Academy |
| Soggetto topico |
Economics - Psychological aspects
Consumer behavior Branding (Marketing) Telemarketing Internet marketing Economic Psychology Consumer Behavior Branding Digital Marketing |
| ISBN | 3-658-24878-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Digital Communications and Multiple Touchpoints -- Creativity in Advertising -- Consumer Responses to Multiple Communications. |
| Record Nr. | UNINA-9910349354603321 |
| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advances in Luxury Brand Management / / edited by Jean-Noël Kapferer, Joachim Kernstock, Tim Oliver Brexendorf, Shaun M. Powell
| Advances in Luxury Brand Management / / edited by Jean-Noël Kapferer, Joachim Kernstock, Tim Oliver Brexendorf, Shaun M. Powell |
| Edizione | [1st ed. 2017.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2017 |
| Descrizione fisica | 1 online resource (X, 256 p. 15 illus.) |
| Disciplina | 658.812 |
| Collana | Journal of Brand Management: Advanced Collections |
| Soggetto topico |
Branding (Marketing)
Motivation research (Marketing) Market research Customer relations—Management Branding Consumer Behavior Market Research/Competitive Intelligence Customer Relationship Management |
| ISBN | 3-319-51127-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910254922503321 |
| Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advances in National Brand and Private Label Marketing : 10th International Conference, 2023 / / edited by Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Katrijn Gielens
| Advances in National Brand and Private Label Marketing : 10th International Conference, 2023 / / edited by Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Katrijn Gielens |
| Autore | Gázquez-Abad Juan Carlos |
| Edizione | [1st ed. 2023.] |
| Pubbl/distr/stampa | Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2023 |
| Descrizione fisica | 1 online resource (156 pages) |
| Disciplina | 658.827 |
| Altri autori (Persone) |
Martínez-LópezFrancisco J
GielensKatrijn |
| Collana | Springer Proceedings in Business and Economics |
| Soggetto topico |
Branding (Marketing)
Ethnopsychology Customer relations—Management Branding Cross-Cultural Psychology Customer Relationship Management |
| Soggetto non controllato |
Economics
Business & Economics |
| ISBN |
9783031328947
9783031328930 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910726274303321 |
Gázquez-Abad Juan Carlos
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| Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advances in theory and practice in store brand operations. / / Jiazhen Huo
| Advances in theory and practice in store brand operations. / / Jiazhen Huo |
| Autore | Huo Jiazhen |
| Edizione | [1st ed. 2021.] |
| Pubbl/distr/stampa | Gateway East, Singapore : , : Springer, , [2021] |
| Descrizione fisica | 1 online resource (XVII, 253 p. 31 illus., 4 illus. in color.) |
| Disciplina | 174.2 |
| Soggetto topico |
Logistics
Branding Business and Management, general |
| ISBN | 981-15-9877-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910484811403321 |
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Huo Jiazhen
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| Gateway East, Singapore : , : Springer, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand Gender : Increasing Brand Equity through Brand Personality / / by Theo Lieven
| Brand Gender : Increasing Brand Equity through Brand Personality / / by Theo Lieven |
| Autore | Lieven Theo |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2018 |
| Descrizione fisica | 1 online resource (XX, 265 p. 34 illus., 4 illus. in color.) |
| Disciplina | 658.827 |
| Soggetto topico |
Branding (Marketing)
Motivation research (Marketing) Management Social structure Equality Trade Business Commerce Internet marketing Branding Consumer Behavior Social Structure, Social Inequality Online Marketing/Social Media |
| ISBN | 3-319-60219-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. A Brand as a Person -- 2. Gender and Ease of Categorization -- 3. Global Branding with Brand Gender and Brand Equity -- 4. Adrogyny, Consumers' Biological Sex, and Cultural Differences -- 5. Brand Gender and Equity through Brand Design -- 6. Creating a Strong Sports Shoe Brand -- 7. The Independent Gender Effects of Logo, Product, and Brand -- 8. Product Gender and Product Evaluation -- 9. Salesperson Gender Follows Brand Gender -- 10. Brand Gender and Brand Alliance -- 11. How to Create a Personality Scale,- 12. The Effect of Brand Gender on Brand Equity - A Simple Fallacy? -- 13. Summary, Discussion, and Conclusion. |
| Record Nr. | UNINA-9910298212603321 |
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Lieven Theo
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| Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand Platform in the Professional Sport Industry : Sustaining Growth through Innovation / / by Jingxuan Zheng, Daniel S. Mason
| Brand Platform in the Professional Sport Industry : Sustaining Growth through Innovation / / by Jingxuan Zheng, Daniel S. Mason |
| Autore | Zheng Jingxuan |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Pivot, , 2018 |
| Descrizione fisica | 1 online resource (XIII, 104 p. 4 illus.) |
| Disciplina | 650 |
| Soggetto topico |
Branding (Marketing)
Management Industrial management Sports—Economic aspects Digital media Branding Innovation/Technology Management Sports Economics Digital/New Media |
| ISBN | 3-319-90353-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. Sport, Information, and the Attention Economy -- 2. The Evolution of Professional Sports as a Multi-sided Market -- 3. Building a Brand Platform Ecosystem for the Future Development of the Professional Sports Industry -- 4. Creating a Combined Multi-sided Market and Brand Platform Ecosystem. |
| Record Nr. | UNINA-9910298188503321 |
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Zheng Jingxuan
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| Cham : , : Springer International Publishing : , : Imprint : Palgrave Pivot, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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The Brand Strategy Canvas : A One-Page Guide for Startups / / by Patrick Woods
| The Brand Strategy Canvas : A One-Page Guide for Startups / / by Patrick Woods |
| Autore | Woods Patrick |
| Edizione | [1st ed. 2020.] |
| Pubbl/distr/stampa | Berkeley, CA : , : Apress : , : Imprint : Apress, , 2020 |
| Descrizione fisica | 1 online resource (xiii, 123 pages) : illustrations |
| Disciplina | 658.827 |
| Soggetto topico |
New business enterprises
Venture capital Strategic planning Leadership Branding (Marketing) Telemarketing Internet marketing Interactive multimedia Multimedia systems Start-Ups and Venture Capital Business Strategy and Leadership Branding Digital Marketing Media Design |
| ISBN | 1-4842-5159-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Chapter 1: Getting Started with the Brand Strategy Canvas -- Chapter 2: Overview of the Brand Strategy Canvas -- Chapter 3: Market Opportunity -- Chapter 4: Rational and Emotional Benefits -- Chapter 5: Brand Positioning -- Chapter 6: Defining Your Brand Values -- Chapter 7: Creating a Brand Personality -- Chapter 8: Drafting Key Messages -- Chapter 9: Completing Your Canvas -- Appendix A: Brand Strategy Canvas Template. |
| Record Nr. | UNINA-9910367256903321 |
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Woods Patrick
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| Berkeley, CA : , : Apress : , : Imprint : Apress, , 2020 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand think : a guide to branding / Lilian Wong
| Brand think : a guide to branding / Lilian Wong |
| Autore | Wong, Lilian |
| Pubbl/distr/stampa | Bloomington : Trafford, 2006 |
| Descrizione fisica | 102 p. ; 22 cm |
| Disciplina | 658.8 |
| Soggetto topico | Branding |
| ISBN | 9781412050494 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISALENTO-991000551749707536 |
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Wong, Lilian
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| Bloomington : Trafford, 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Salento | ||
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Brands and Cultural Analysis / / by Arthur Asa Berger
| Brands and Cultural Analysis / / by Arthur Asa Berger |
| Autore | Berger Arthur Asa |
| Edizione | [1st ed. 2019.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Pivot, , 2019 |
| Descrizione fisica | 1 online resource (xxiii, 177 pages) : illustrations |
| Disciplina |
658.827
306.30973 |
| Collana | Palgrave pivot |
| Soggetto topico |
Communication
Popular Culture United States—Study and teaching Digital media Branding (Marketing) Media and Communication American Culture Digital/New Media Branding |
| ISBN | 3-030-24709-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I: Theoretical Considerations -- 1. Introduction: Thinking About Brands -- 2. What is a Brand? A Semiotic Analysis -- 3. Brands and the Psyche -- 4. Brands in Society, Society in Brands -- 5. Marketing Brands -- 6. Brands in History, History in Brands -- 7. Language and Brands -- 8. Visual Branding: Logos, Icons and Images -- Part II: Applications -- 9. The Branded Self -- 10. San Francisco as a Brand -- 11. Japan as a Brand -- 12. Brand Competition: Cruises -- 13. Brand Sacrality -- 14. Brand Discourse -- 15. Brand and Myth -- 16. Coda. |
| Record Nr. | UNINA-9910484655203321 |
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Berger Arthur Asa
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| Cham : , : Springer International Publishing : , : Imprint : Palgrave Pivot, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Soggetto topico
-
Branding
(69)
- Branding (Marketing) (64)
- Consumer Behavior (23)
- Motivation research (Marketing) (20)
- Internet marketing (13)