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Brand vision [[electronic resource] ] : how to energize your team to drive business growth / / David Taylor
| Brand vision [[electronic resource] ] : how to energize your team to drive business growth / / David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 658.827 |
| Soggetto topico |
Brand name products
Product management Employee motivation |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-119-20930-7
1-282-34549-4 9786612345494 0-470-06094-8 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction : be a brand CEO not a strategy tourist --Search for true insight -- Create an insight springboard -- The visioning journey -- What are you going to fight for? -- Where's the sausage? -- Sizzle that sells -- Big brand ideas beats brand essence --Bring the vision to life -- Test drive your vision -- Brand-led business -- Beyond brandwashing to true engagement -- Create hero products -- Communicating without ego tripping. |
| Record Nr. | UNINA-9910143588203321 |
Taylor David <1964->
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| Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand vision [[electronic resource] ] : how to energize your team to drive business growth / / David Taylor
| Brand vision [[electronic resource] ] : how to energize your team to drive business growth / / David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 658.827 |
| Soggetto topico |
Brand name products
Product management Employee motivation |
| ISBN |
1-119-20930-7
1-282-34549-4 9786612345494 0-470-06094-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction : be a brand CEO not a strategy tourist --Search for true insight -- Create an insight springboard -- The visioning journey -- What are you going to fight for? -- Where's the sausage? -- Sizzle that sells -- Big brand ideas beats brand essence --Bring the vision to life -- Test drive your vision -- Brand-led business -- Beyond brandwashing to true engagement -- Create hero products -- Communicating without ego tripping. |
| Record Nr. | UNINA-9910676648803321 |
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Taylor David <1964->
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| Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand wars : combat strategies for Indian brands / / Rajiv Gupte, Anand Limaye
| Brand wars : combat strategies for Indian brands / / Rajiv Gupte, Anand Limaye |
| Autore | Gupte Rajiv |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Thousand Oaks, California : , : SAGE Publishing, , [2021] |
| Descrizione fisica | 1 online resource (293 pages) |
| Disciplina | 658.827 |
| Soggetto topico | Branding (Marketing) |
| ISBN |
93-5479-073-9
93-5479-074-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover -- CONTENTS -- FOREWORD -- PREFACE -- ACKNOWLEDGEMENTS -- INTRODUCTION -- 1 ADVANTAGE COVID -- 2 VOCAL FOR LOCAL -- 3 BRAND COMBAT MODEL -- 4 BUILDING BRANDS -- 5 BRANDING IN TURBULENT TIMES -- 6 GRAND STRATEGY -- 7 BATTLEFIELD MODEL -- 8 SUSTAINING COMPETITIVE ADVANTAGE -- 9 BUILDING FRONTIERS -- 10 GETTING THE ACT RIGHT -- 11 MEANS-END THEORY AND START-UPS -- 12 CHINA PLUS ONE -- SUGGESTED READINGS -- ABOUT THE AUTHORS. |
| Record Nr. | UNINA-9910795249703321 |
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Gupte Rajiv
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| Thousand Oaks, California : , : SAGE Publishing, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand wars : combat strategies for Indian brands / / Rajiv Gupte, Anand Limaye
| Brand wars : combat strategies for Indian brands / / Rajiv Gupte, Anand Limaye |
| Autore | Gupte Rajiv |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Thousand Oaks, California : , : SAGE Publishing, , [2021] |
| Descrizione fisica | 1 online resource (293 pages) |
| Disciplina | 658.827 |
| Soggetto topico | Branding (Marketing) |
| ISBN |
93-5479-073-9
93-5479-074-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover -- CONTENTS -- FOREWORD -- PREFACE -- ACKNOWLEDGEMENTS -- INTRODUCTION -- 1 ADVANTAGE COVID -- 2 VOCAL FOR LOCAL -- 3 BRAND COMBAT MODEL -- 4 BUILDING BRANDS -- 5 BRANDING IN TURBULENT TIMES -- 6 GRAND STRATEGY -- 7 BATTLEFIELD MODEL -- 8 SUSTAINING COMPETITIVE ADVANTAGE -- 9 BUILDING FRONTIERS -- 10 GETTING THE ACT RIGHT -- 11 MEANS-END THEORY AND START-UPS -- 12 CHINA PLUS ONE -- SUGGESTED READINGS -- ABOUT THE AUTHORS. |
| Record Nr. | UNINA-9910809884303321 |
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Gupte Rajiv
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| Thousand Oaks, California : , : SAGE Publishing, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand, identity and corporate reputation / / guest editors, Dr Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias
| Brand, identity and corporate reputation / / guest editors, Dr Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias |
| Pubbl/distr/stampa | [Bradford, West Yorkshire, England] : , : Emerald, , [2015] |
| Descrizione fisica | 1 online resource (115 p.) |
| Disciplina | 658.827 |
| Collana | Marketing Intelligence & Planning |
| Soggetto topico |
Branding (Marketing)
Business communication Corporate image Corporations - Public relations |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-78441-944-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Editorial advisory board; Guest editorial; The impact of reputation and identity congruence on employer brand attractiveness; Cityscape promotions and the use of place images at the Olympic Games; Brand equity, satisfaction, and switching costs; Diners' loyalty toward luxury restaurants: the moderating role of product knowledge; The impact of sound experiences on the shopping behaviour of children and their parents; How to support consumer-brand relationships |
| Record Nr. | UNINA-9910460387203321 |
| [Bradford, West Yorkshire, England] : , : Emerald, , [2015] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand, identity and corporate reputation / / guest editors, Dr Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias
| Brand, identity and corporate reputation / / guest editors, Dr Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias |
| Pubbl/distr/stampa | [Bradford, West Yorkshire, England] : , : Emerald, , [2015] |
| Descrizione fisica | 1 online resource (115 p.) |
| Disciplina | 658.827 |
| Collana | Marketing Intelligence & Planning |
| Soggetto topico |
Branding (Marketing)
Business communication Corporate image Corporations - Public relations |
| ISBN | 1-78441-944-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Editorial advisory board; Guest editorial; The impact of reputation and identity congruence on employer brand attractiveness; Cityscape promotions and the use of place images at the Olympic Games; Brand equity, satisfaction, and switching costs; Diners' loyalty toward luxury restaurants: the moderating role of product knowledge; The impact of sound experiences on the shopping behaviour of children and their parents; How to support consumer-brand relationships |
| Record Nr. | UNINA-9910797130703321 |
| [Bradford, West Yorkshire, England] : , : Emerald, , [2015] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand, identity and corporate reputation / / guest editors, Dr Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias
| Brand, identity and corporate reputation / / guest editors, Dr Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias |
| Pubbl/distr/stampa | [Bradford, West Yorkshire, England] : , : Emerald, , [2015] |
| Descrizione fisica | 1 online resource (115 p.) |
| Disciplina | 658.827 |
| Collana | Marketing Intelligence & Planning |
| Soggetto topico |
Branding (Marketing)
Business communication Corporate image Corporations - Public relations |
| ISBN | 1-78441-944-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Editorial advisory board; Guest editorial; The impact of reputation and identity congruence on employer brand attractiveness; Cityscape promotions and the use of place images at the Olympic Games; Brand equity, satisfaction, and switching costs; Diners' loyalty toward luxury restaurants: the moderating role of product knowledge; The impact of sound experiences on the shopping behaviour of children and their parents; How to support consumer-brand relationships |
| Record Nr. | UNINA-9910817945903321 |
| [Bradford, West Yorkshire, England] : , : Emerald, , [2015] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand, label, and product intelligence : second International Conference, COBLI 2021 / / Joseph Kaswengi and Aurore Ingarao
| Brand, label, and product intelligence : second International Conference, COBLI 2021 / / Joseph Kaswengi and Aurore Ingarao |
| Autore | Kaswengi Joseph |
| Pubbl/distr/stampa | Cham, Switzerland : , : Springer, , [2022] |
| Descrizione fisica | 1 online resource (260 pages) |
| Disciplina | 658.827 |
| Collana | Springer Proceedings in Business and Economics |
| Soggetto topico |
Brand name products
Labels - Design |
| ISBN | 3-030-95809-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Organization -- Preface -- Contents -- Part I Distribution and Local Products -- 1 Quality Certification in the Face of Agricultural Relocalization: Between Peaceful Coexistence and Tension-Analysis Based on Cheese Production in Occitanie (France) -- 1 Introduction -- 2 SIQOs and the Local: An Ambiguous Relationship -- 2.1 The Return of the Local, a Component of Agricultural and Food-Related Transition -- 2.2 SIQOs and the Agricultural Transition: Between Questions and Attempts to Adapt -- 2.3 'SIQO' Products and 'Local' Products: Partially Distinct Logics -- 3 SIQO Chains and Alternative Local Initiatives: A Kind of Competition? -- 3.1 Method -- 3.2 The Rocamadour PDO: Goat-Farming Relocalization in the Face of Alternative Competition -- 3.3 Pyrenean Tomme PGI: Militant Actors Versus an "Out of Touch" SIQO -- 4 Elements of Discussion: The Repositioning of SIQOs and the Relocalization of Agriculture -- 4.1 SIQO Products and Local Products: Two Different Ethics of Production -- 4.2 Between Territorial Anchoring and Convergence of Models -- 5 Conclusion -- Bibliography -- 2 An Exploration of the Effect of Background Music in Retail Stores on Moroccan Consumers' Perceptions and Behaviors -- 1 Introduction -- 2 Theoretical Background -- 2.1 Background Music as an Atmospheric Stimulus -- 2.2 How Does Background Music Affects Shoppers' Behaviors? -- 3 Research Methodology -- 4 Results and Discussion -- 4.1 Attitudes Towards Retail Store Atmosphere -- 4.2 Attitudes Towards Background Music -- 4.3 Effect of Background Music on Consumer Responses -- 5 Conclusion -- 5.1 Theoretical Implications -- 5.2 Managerial Implications -- 5.3 Limitations and Future Studies -- Appendix -- Appendix 1: Semi-Structured Interview Guide -- Appendix 2: Nvivo Analysis Results -- References.
3 Revitalising Town Centre Commerce: An Exploratory Study of Drivers Relating to Resistance -- 1 Introduction -- 2 Conceptual Framework -- 2.1 A Review of Previous Studies -- 2.2 Revitalising Town Centre Trade: A Cross-Section of Retailers and Customers -- 3 Methodology and Results -- 3.1 The Role of the Merchants' Association -- 3.2 The Perception and Expectations of Customers -- 3.3 The Traders' Association -- 4 Recommendations and Limitations -- 4.1 Theoretical Implications -- 4.2 Managerial Implications -- 4.3 Limitations and Future Research Directions -- Bibliography -- 4 Consumption Values of Organic and "Beldi" Food Products in Morocco -- 1 Introduction -- 2 Literature Review -- 2.1 The Consumption Values -- 2.2 The Values of Organic Food Product Consumption -- 3 Empirical Study -- 3.1 Methodology -- 3.2 Results and Discussion -- 4 Conclusion -- Annex 1: Socio-demographic characteristics of our sample -- Bibliography -- Part II Brand, Products, and Consumer Behavior -- 5 Ethnocentrism Consumer Research: A Bibliometric Analysis Overview Over 1984-2021 -- 1 Introduction -- 2 Literature Review -- 3 Bibliometric Method -- 4 Results and Discussions -- 5 Conclusions -- References -- 6 The Impact of Mobile Phone Brand Personality on Brand Equity Among Albanian Consumers -- 1 Introduction -- 2 Methodology -- 3 Data Analysis -- 4 Discussion and Implications -- 5 Recommendations -- 6 Limitations and Future Research -- References -- 7 How Fair is the Handling of the Claimant Customer? A Comparison Between the e-mail and Telephone Channels -- 1 Literature Review -- 2 Theoretical Framework and Research Hypotheses -- 2.1 Theoretical Framework -- 2.2 Research Hypotheses -- 3 Methodology and Results -- 3.1 Methodology -- 3.2 Results -- 4 Contributions, Implications and Limitations of the Research -- 4.1 Theoretical and Managerial Contributions of the Research. 4.2 Managerial Implications -- 4.3 Limitations and Future Research Directions -- Bibliography -- Part III Branding, Brand Equity and Social Media -- 8 Influence of Electronic Word of Mouth on Purchase Intention: Case of Facebook Groups Dedicated to Purchases on Foreign Websites -- 1 Introduction -- 2 Conceptual Framework -- 2.1 Electronic Word of Mouth as a Tool of Influence -- 2.2 Purchase Intention as a Variable to Explain -- 2.3 Determinants of the Electronic WOM -- 3 A Netnography to Select the Variables -- 3.1 Entry -- 3.2 Data Collection -- 3.3 Data Analysis -- 3.4 Ethical Considerations -- 3.5 Control of Members -- 4 Individual Interviews -- 4.1 Methodology -- 4.2 Data Collection -- 4.3 Exchanges Analysis -- 5 Research Hypotheses -- 5.1 Variables Having a Direct Effect -- 5.2 Variables Having a Moderating Effect -- 6 Quantitative Analysis of the Influence of Electronic Word of Mouth on Purchase Intention -- 6.1 Sampling and Method of Administration -- 6.2 Validation of Measuring Instruments -- 6.3 Verificiation of Hypotheses and Discussion of Results -- 7 Discussion of the Results -- 7.1 Discussion of Direct Effects -- 7.2 Discussion of Moderating Effects -- 8 Conclusion -- Annexes: -- References -- 9 The Impact of Digital Influencers on Consumer Behavior: Towards a Conceptual Framework of Purchase Intention -- 1 Introduction -- 2 Theoretical Framework -- 2.1 Research Context -- 2.2 Influencers Choice -- 2.3 Research Subject: Social Networks -- 2.4 Attitude & -- Purchase Intention -- 2.5 Mobilized Theories -- 3 Towards a Conceptual Framework of Engagement -- 3.1 Research Hypothesis -- 3.2 Engagement Conceptual Framework -- 4 Conclusion -- Bibliography -- 10 Personal Branding of Professors in Social Media: A Choice or a Necessity in Our days? -- 1 Introduction -- 2 Literature Review -- 3 Methodology -- 4 Data Analysis. 5 Are the Main Reasons for Investing in Personal Branding Affected by Age, Period of Completion of University Studies and Place of Study? -- 6 Does Using Social Media Affect Personal Branding? -- 7 Conclusions -- 8 Limitations and Future Research Directions -- 9 Practical Implications -- References -- Part IV Branding and Tourism -- 11 From Chambord's Brand Equity to the Construction of a Touristic Destination's Image: A Reductive Marketing Approach -- 1 Introduction -- 2 Brand, Brand Equity and Tourism Destination Image (TDI) -- 2.1 The Brand and Brand Equity -- 2.2 TDI -- 3 Methodology and Interpretation of Results -- 3.1 The Blois Chambord Destination -- 3.2 An Interpretative Approach -- 3.3 Discussion -- Annex 1: Some Examples of City Marks -- Annex 2 Some Definitions from the Literature -- Annex 3 Socio-demographic Characteristics of the Sample -- Annex 4 Map of the Blois Chambord Destination -- Bibliography -- 12 Designing Facebook Publications Focused on Hotel Customer Experience: How to Improve Brand Attitude and Booking Intention -- 1 Introduction -- 2 Conceptual Framework and Hypotheses -- 3 Methodology and Results -- 4 Conclusions -- Annex. Design of Publications -- References. |
| Record Nr. | UNINA-9910556876503321 |
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Kaswengi Joseph
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| Cham, Switzerland : , : Springer, , [2022] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Branded content : la nuova frontiera della comunicazione d'impresa / Paolo Bonsignore, Hoseph Sasson
| Branded content : la nuova frontiera della comunicazione d'impresa / Paolo Bonsignore, Hoseph Sasson |
| Autore | Bonsignore, Paolo |
| Pubbl/distr/stampa | Milano : FrancoAangeli, 2014 |
| Descrizione fisica | 105 p. : fig. ; 22 cm |
| Disciplina | 658.827 |
| Altri autori (Persone) | Sassoon, Joseph |
| Collana | Impresa, comunicazione, mercato, Nuova serie |
| Soggetto non controllato | Marchi di fabbrica - Uso dei media |
| ISBN | 978-88-917-0619-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNINA-990009891840403321 |
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Bonsignore, Paolo
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| Milano : FrancoAangeli, 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Branded content : studi, casi, esempi nel contesto italiano / Chiara Landi
| Branded content : studi, casi, esempi nel contesto italiano / Chiara Landi |
| Autore | Landi, Chiara <esperta di marketing> |
| Pubbl/distr/stampa | Roma, : Carocci, 2019 |
| Descrizione fisica | 99 p. : ill. ; 22 cm |
| Disciplina |
658.802
658.827 |
| Collana | Biblioteca di testi e studi |
| Soggetto non controllato |
Comunicazione di marketing
Marchi di fabbrica - Aspetti culturali |
| ISBN | 978-88-430-9464-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNINA-9910371360203321 |
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Landi, Chiara <esperta di marketing>
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| Roma, : Carocci, 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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