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Advances in Advertising Research IX [[electronic resource] ] : Power to Consumers / / edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend
| Advances in Advertising Research IX [[electronic resource] ] : 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)
Motivation research (Marketing) Internet marketing Branding Consumer Behavior Online Marketing/Social Media |
| 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 [[electronic resource] ] : Multiple Touchpoints in Brand Communication / / edited by Enrique Bigne, Sara Rosengren
| Advances in Advertising Research X [[electronic resource] ] : 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
Motivation research (Marketing) Branding (Marketing) Internet marketing Economic Psychology Consumer Behavior Branding Online Marketing/Social Media |
| 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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Akzeptanz von Beacons für Location-based Advertising [[electronic resource] ] : Eine empirische Analyse aus konsumentenorientierter Sicht / / von Marco Altpeter
| Akzeptanz von Beacons für Location-based Advertising [[electronic resource] ] : Eine empirische Analyse aus konsumentenorientierter Sicht / / von Marco Altpeter |
| Autore | Altpeter Marco |
| Edizione | [1st ed. 2017.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2017 |
| Descrizione fisica | 1 online resource (XIII, 124 S. 11 Abb.) |
| Disciplina | 658.872 |
| Collana | BestMasters |
| Soggetto topico |
Motivation research (Marketing)
Market research Internet marketing Consumer Behavior Market Research/Competitive Intelligence Online Marketing/Social Media |
| ISBN | 3-658-16608-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Ortsbezogene Dienstleistungen (Location-based Services) -- Ortsbezogene Werbung (Location-based Advertising) -- Beacon-Technologie -- Technologiefokussierte Akzeptanzforschung. |
| Record Nr. | UNINA-9910153455103321 |
Altpeter Marco
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| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Analytics in Smart Tourism Design [[electronic resource] ] : Concepts and Methods / / edited by Zheng Xiang, Daniel R. Fesenmaier
| Analytics in Smart Tourism Design [[electronic resource] ] : Concepts and Methods / / edited by Zheng Xiang, Daniel R. Fesenmaier |
| Edizione | [1st ed. 2017.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2017 |
| Descrizione fisica | 1 online resource (309 p.) |
| Disciplina | 650 |
| Collana | Tourism on the Verge |
| Soggetto topico |
Tourism
Management Big data Internet marketing Tourism Management Big Data/Analytics Online Marketing/Social Media |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- Part I: Travel Demand Analytics -- Part II: Analytics in Every Day Life and Travel -- Part III: Tourism Geoanalytics -- Part IV: Web and Social Media Analytics: Concepts and Methods -- Part V: Case Studies in Web and Social Media Analytics -- Closing Remarks. . |
| Record Nr. | UNINA-9910739410603321 |
| Cham : , : Springer International Publishing : , : Imprint : Springer, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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The Attention Economy and How Media Works [[electronic resource] ] : Simple Truths for Marketers / / by Karen Nelson-Field
| The Attention Economy and How Media Works [[electronic resource] ] : Simple Truths for Marketers / / by Karen Nelson-Field |
| Autore | Nelson-Field Karen |
| Edizione | [1st ed. 2020.] |
| Pubbl/distr/stampa | Singapore : , : Springer Singapore : , : Imprint : Palgrave Macmillan, , 2020 |
| Descrizione fisica | 1 online resource (161 pages) : illustrations |
| Disciplina | 658.872 |
| Soggetto topico |
Business
Industrial management Communication Internet marketing Social media Digital media Popular Science in Business and Management Media Management Media and Communication Online Marketing/Social Media Social Media Digital/New Media |
| ISBN | 981-15-1540-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. State of Play -- 2. Recipe for Good Media Research -- 3. How Advertising Works (So Far) -- 4. The Evolution of Media Buying -- 5. The Attention Economy is Coming (Fast) -- 6. Buying the Best Impression -- 7. Creating the Best Impression -- 8. Who Should You Impress (and Where Are They Hiding?) -- 9. The Magic 8 Ball. |
| Record Nr. | UNINA-9910373886203321 |
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Nelson-Field Karen
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| Singapore : , : Springer Singapore : , : Imprint : Palgrave Macmillan, , 2020 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Back to the Future: Using Marketing Basics to Provide Customer Value [[electronic resource] ] : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference / / edited by Nina Krey, Patricia Rossi
| Back to the Future: Using Marketing Basics to Provide Customer Value [[electronic resource] ] : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference / / edited by Nina Krey, Patricia Rossi |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018 |
| Descrizione fisica | 1 online resource (XL, 816 p. 25 illus., 13 illus. in color.) |
| Disciplina | 658.8 |
| Collana | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
| Soggetto topico |
Customer relations—Management
Internet marketing Big data Customer Relationship Management Online Marketing/Social Media Big Data/Analytics |
| ISBN | 3-319-66023-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Managerial Decisions on International Price Adaptation: An Abstract -- A Cross Cultural Comparison of Middle Class Meanings of Money in India and South Korea: An Abstract -- Ad Length and the Presence of the Timer in In-Stream Commercial: An Abstract -- Strategies for Theory Assessment and Enhancement in Marketing: An Abstract -- Understanding Perceived Values and Behavioral Effects of Mobile Apps: An Abstract -- When the service experience drives negative and positive emotions -- Seeking Relief from Negative Emotions: Customer Revenge as an Emotional Outlet -- The Company or the Crowd? Comparing Consumers’ Reactions to Peer-Provided and Firm-Provided Customer Support: An Abstract -- Global Country Social Responsibility: What Is It?: An Abstract -- Influencing Factors on Moral Licensing Effect - A Meta-Analytic Approach: An Abstract -- The Role of Honor as a Key Global Marketing Dimension for Business and Academia -- The Influence of Posture on Taste: An Abstract -- The Power of Scent: Effects of Scent on Temperature Perception Due to Synesthesia: An Abstract -- If I Touch I Like It! The Interplay between Tactile Inputs and Gustatory Perceptions: An Abstract -- An Abstract: The Unconscious Affection Factor: Exploring the Dual Facets of Customer Perceived Value and Their Impact on Brand Attachment -- Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects: An Abstract -- The Effect of Advertising Concentration on Retailers’ Market and Financial Performance: An Abstract -- Advertising Expenditures, Negative Corporate Social Performance, and Firm Performance: Does Advertising Orientation Matter? An Abstract -- Marketing Strategy and Strategic Environment Performance Sustaining Configurations: A Set-Theoretic Approach: An Abstract -- The FREE (Firm Resources and External Environment) Framework as an Alternative to SWOT: An Abstract -- Can Marketing and IT Be Friends?: The Impact of Information Strategy, Structure, and Processes on Business Performance: An Abstract -- Perspective-Taking and Persuasiveness of Charity Advertising Appeals: An Abstract -- An Abstract: Political Ideology of Donors and Attribution Messages in Charity Advertising -- Cause-Related Marketing from the Nonprofit’s Perspective: An International Comparison: An Abstract -- Developing a Scale to Measure Brand-Evoked Nostalgia in Belgium and the United States: An Abstract -- Style of Thinking as Moderator of Drivers of Consumer Brand Identification: An Abstract -- Does COO Still Matter? An Examination of Country of Origin Effects on Purchase Intentions under Recall Circumstances: An Abstract -- Managing Customer Reactions to Brand Deletion: An Abstract -- The Influence of Chief Executive Officers’ Regulatory Foci on Firms’ Advertising, R&D, and Corporate Social Responsibility: An Abstract -- The Mechanisms of Punishment on Consumer’s Forgiveness and Trust Repair: An Integrated Causal Attribution Model of Trust Repair -- An Exploratory Analysis of Consumer Opinions, Ethics and Sentiment of Neuromarketing: An Abstract -- An Abstract: Ethical vs. Unethical Advertisements: Evaluation and Recall -- Entering the Performance-Based Contracting Business –An Exploration of Sales-Related Challenges: An Abstract -- An Abstract: Performance Impact of Customer Orientation, Task Interdependence and Information Sharing in Sales Teams -- Cross-Border M&A: Implications for Marketing Capability: An Abstract -- Radical Multicultural Marketing: Examining the Communication Strategies Used by Multicultural Marketing Agencies: An Abstract -- Task Master or Task Novice: An Abstract on a Strategic Decision-Making Experiment -- Self-Affirmation of Narcissists on Social Media: A Study Proposing a New Method of Categorization on Facebook Ads -- You’ve Got It! Pronouns Increase Self-Referencing and Engagement on Facebook: An Abstract -- The Effects of Holistic Thinking Style On Attitude toward Innovative Design: Role Of Value Presentation: An Abstract -- Sensory Similarity: A Physical Product Perception in Online Context -- Who Regrets More After a Choice? The Role of Dialectical Thinking: An Abstract -- An Abstract: More than a Black Eye! The Effect of Violence Exposure in Anti-IPV Campaigns -- Integrating Social Media into Health Care Marketing: An Abstract -- Patient Safety and Employee Word-of-Mouth Communication: An Abstract -- Does Customer Co-Creation Really Produce Value?: An Abstract -- Purchase Quantity Restrictions: Good or Bad?: An Abstract -- A Comparison of Brand Loyalty between on the Go and Take Home Consumption Purchases: An Abstract -- The Role of Brand Strength and Customer Satisfaction in Explaining Store Loyalty: An Abstract -- The Effect of Gender Differences on Online Shopping Payment Methods: An Abstract -- Consumer Reactions to Low vs. High Levels of Customization: An Abstract -- Big Data-Driven Marketing: An Abstract -- Comparing Lab, Virtual, and Field Environments in Sensory Product Acceptance Testing: An Abstract -- The Influence of Place Attachment and a Certification of Event Sustainability on Residents’ Perceptions of Environmental Impacts and Event Support: An Abstract -- Review Richness: How Online Consumer Review Information Content Shapes Persuasion Though Review Richness: An Abstract -- An Abstract on AEL as a Fundraisers Relationship Building Tool -- I Don’t Think it’s Real – Exploring the Genres of Reality Programming: An Abstract -- Automation in Credit Card Repayment: A Friend or a Foe?: An Abstract -- A Financial Leap of Faith: Government Funding For Community CSR and Sustainability Initiatives: An Abstract -- A Framework to Monitor Corporate Sustainable Development in Supply Chains: An Abstract -- Providing Value to SMEs and their Stakeholders through Corporate Social Responsibility Initiatives: An Abstract -- Embedding CSR in the firm’s DNA: The case for Strategic CSR in Emerging Markets: An Abstract -- E-Mobility Marketing – Standardization or Specialization -- Is Online Sharing and Word-of-Mouth More Prevalent Among Collectivist Consumers? -- An Abstract: Examining Online Chinese Buyer-Seller Relationships: Understanding E-Guanxi -- Uber and the Sharing Economy: Changing Strategies and Global Markets: An Abstract -- A Study on the Relationship between BOP Orientation and Firm Performance: An Abstract -- Resource Advantage Theory, Service Dominant Logic, and Healthcare Consumer Experiences: An Abstract -- Improving Personal Hygiene and Water Conservation Among South African Children: A Pilot Test of Knowledge and Attitude Change: An Abstract -- Money isn’t Everything?! Investigating Public Policies to Engage Energy Efficiency in Private Homes: An Empirical Analysis on Consumer Motives: An Abstract -- Short- and Long-Term Consumer Reactions to Promotions: An Abstract -- Does “Hot” Lead to “Not so Hot?” Sexy Images, Indulgent Consumption, and the Impacts of Gender and Self-Construal: An Abstract -- An Abstract: Gender, Emotions, and Judgments: An Analysis of the Moderating Role of Gender in Influencing the Effectiveness of Advertising and Pricing Tactics -- Influence of Social Context on Consumption in the USA: An Abstract -- An Abstract: Revealing the Young People’s Cognitive Structure of Sharing Video Online: An Exploratory Research -- User-Generated Advertising: The Effects of Consumer-Created Brand Videos on Brand Attitudes: An Abstract -- Exploring the Role of Audience Participation and Para-Social Interaction on Endorsement Effectiveness in Vlogs: An Abstract -- Technology-Based Self-Service (TBSS) Innovations in B2B Settings: An Abstract -- An Abstract: Open Data Innovation: What are Main Issues / Challenges for Open Data Projects in Sweden -- Consumers Perception of Price Premiums for Greenwashed Products: An Abstract -- Exploring Consumer Spending When Redeeming Online Daily Coupons: An Abstract -- An Abstract: Price Promotion for A Pre-Ordered Product: The Moderating Role of Time-of-Release -- An Examination of Heavy Coupon Use, Opinion Leadership, and Self-Confidence: An Abstract -- Investigating Social Media Activity as a Firm’s Signaling Strategy Through an Initial Public Offering -- Digital Retailing: An Abstract for Preliminary Results of a Systematic Literature Review -- An Abstract: Challenges in Data Driven Innovation Towards European Digital Single Market -- The Effects of Color and Position of Add-to-Cart Button on Click Intention: An Abstract -- Why Do Certain Products Influence Grocery Store Choice? The Role of Anchor Products and Their Relationships with other Store Choice Factors: An Abstract -- Effects of Product Categories on Consumers’ Spending in Multiple Retail Formats: An Abstract -- Well That’s Embarrassing: An Examination of Product Package Differences and the Impact on Embarrassment: An Abstract -- Marketing’s Theoretical and Conceptual Value Proposition: An Abstract -- The Mind of the Beholder: Luxury Product Placement and Product-Background Scene Congruency -- The Lovemarks Effect: An Abstract -- Globalizing Consumers’ Attitudes Toward Marketing: An Exploratory Study in a Multicultural Marketplace: An Abstract -- Compulsive Buying in China: Measurement, Prevalence, and Characteristics -- Material Possessions and Hedonic Experience: Paradoxes of Luxury Consumption in Emerging Markets: An Abstract -- Welcome to Brand-Topia: The Role of Transportation and Identification in Brand Storytelling: An Abstract -- The Ideology Underlying Consumer Boycott Studies: Are We Boycotting a Deeper Understanding of the Theme?: An Abstract -- Explaining Motivational Needs Through Positive Affect and Brand Tribalism: An Abstract -- The Quantified Self – The Role of Consumers’ Smart Wearables Perception Offered by Insurance Companies: An Abstract -- Does a Hologram Give an Encore? Authenticity in Mixed-Reality: An Abstract -- Happiness by Design: A Self-Construction Framework of Proteus and Networking Effects in Online Games: An Abstrac. |
| Record Nr. | UNINA-9910298180903321 |
| Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Biosurveillance in New Media Marketing [[electronic resource] ] : World, Discourse, Representation / / by Selena Nemorin
| Biosurveillance in New Media Marketing [[electronic resource] ] : World, Discourse, Representation / / by Selena Nemorin |
| Autore | Nemorin Selena |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2018 |
| Descrizione fisica | 1 online resource (235 pages) |
| Disciplina | 658.80019 |
| Soggetto topico |
Communication
Digital media Culture Technology Culture—Study and teaching Internet marketing Philosophy Media and Communication Digital/New Media Culture and Technology Cultural Theory Online Marketing/Social Media Philosophy of Technology |
| ISBN | 3-319-96217-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. Introduction: Advertising Futures -- 2. A Theory of Manipulation: Critical Perspectives -- 3. The Emergence of Neuromarketing -- 4. The Discursive World of Neuromarketing: For Whom Are These Technologies Working? -- 5. Structures of Understanding -- 6. Worldlessness: The Brain as ‘Buy Button’ -- 7. Poor in World: Augmenting Animality -- 8. World-Forming: The Agentic Consumer -- 9. Self-Determination and Implications of Mining the Brain. |
| Record Nr. | UNINA-9910300042603321 |
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Nemorin Selena
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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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Black Swan Start-ups [[electronic resource] ] : Understanding the Rise of Successful Technology Business in Unlikely Places / / by Sami Mahroum
| Black Swan Start-ups [[electronic resource] ] : Understanding the Rise of Successful Technology Business in Unlikely Places / / by Sami Mahroum |
| Autore | Mahroum Sami |
| Edizione | [1st ed. 2016.] |
| Pubbl/distr/stampa | London : , : Palgrave Macmillan UK : , : Imprint : Palgrave Macmillan, , 2016 |
| Descrizione fisica | 1 online resource (XXIII, 254 p. 3 illus. in color.) |
| Disciplina | 658.421 |
| Soggetto topico |
New business enterprises
Small business Organization Planning Internet marketing Management Industrial management Information technology Business—Data processing Start-Ups/Venture Capital Small Business Online Marketing/Social Media Innovation/Technology Management IT in Business |
| Soggetto genere / forma | Case studies. |
| ISBN | 1-137-57727-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910254670403321 |
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Mahroum Sami
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| London : , : Palgrave Macmillan UK : , : Imprint : Palgrave Macmillan, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces [[electronic resource] ] : Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference / / edited by Nina Krey, Patricia Rossi
| Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces [[electronic resource] ] : Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference / / edited by Nina Krey, Patricia Rossi |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018 |
| Descrizione fisica | 1 online resource (564 pages) |
| Disciplina | 658.8 |
| Collana | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
| Soggetto topico |
Customer relations—Management
Motivation research (Marketing) Internet marketing Big data Customer Relationship Management Consumer Behavior Online Marketing/Social Media Big Data/Analytics |
| ISBN | 3-319-99181-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Chapter1. The Effect of Narrative on Advertising Persuasiveness: The Moderating Role of Concreteness Language: An Abstract -- Chapter2. A Signalling Approach to Enchance the Advertising Effectiveness of Customer-Ideated New Products: An Abstract -- Chapter3. What Really Drives Customer – Brand Relationships? Evidence from An Emerging Market: An Abstract -- Chapter4. Attachment Styles and Brand Relationships: An Abstract -- Chapter5. When Good Brands Do Bad: The Sequel: An Abstract -- Chapter6. Brand Association and Emotional Confidence: Determinants of Brand Loyalty: An Abstract -- Chapter7. A Conceptual Framework of Erasmus Students as Advocates of a Country Brand: An Abstract -- Chapter8. CSR Communication of Hotels and Consumer Responses Towards It: An Abstract -- Chapter9. Social Responsibility in Adventure Tourism: Analysis of Companies in the Central Region of Portugal -- Chapter10. All by Myself! The Sustainable Liability on Responsible Fashion: An Abstract -- Chapter11. The Evolution of the Impact of Religion and Life Satisfaction on Environmental Concern: An Abstract -- Chapter12. Ethical Perceptions on Cigarette Marketing: An Abstract -- Chapter13. Firm Loyalty to Consumers (FLC) and Relationship Marketing: A Conceptual Framework: An Abstract -- Chapter14. Co-Creation in a Marketing Classroom: An Abstract -- Chapter15. Antecedents of Tourism Destination Loyalty: The Role of Destination Image, Satisfaction, and Identity Salience: An Abstract -- Chapter16. What is the Role of the Relationship in CRM? Exploring the Gaps between Intended and Actual Behavior: An Abstract -- Chapter17. Special Session: Reviewing the Reviewers: Insights on How to Read, Interpret, and Respond to Reviewers: An Abstract -- Chapter18. Dire Straits, Sad Planet: How Facial Emotion, Anthropomorphism and Issue Proximity Affect Green Communication -- Chapter19. Advertising Design in Food Marketing: Comparing the Effectiveness of Sensory, Functional and Symbolic Ad Content for Product Evaluation: An Abstract -- Chapter20. Understanding the Viability of Three Types of Approach of Advertising in Emerging Markets -- Chapter21. In the Conflict between Heart and Mind: Involvement and Aspiration Matter: An Abstract -- Chapter22. Talking About my Generation: The Influence of Age on Counterfeit Luxury Consumption in the GCC Countries: An Abstract -- Chapter23. Understanding the Luxury Consumption during Weddings in Southern India: An Abstract -- Chapter24. The Role of Proactive and Reactive Corporate Social Responsibility as an Extrinsic Cue in Mitigating Consumers’ Privacy Concerns: An Abstract -- Chapter25. Optimal Advertising Strategies for Multinational Enterprises Facing a Product-Harm Crisis: An Abstract -- Chapter26. The Effects of Food Related Retail Ambient Scents on Healthy/Unhealthy Food Purchases: An Abstract -- Chapter27. The Effects of Retail Ambient Music and Noise on Food Purchases: An Abstract -- Chapter28. It's All in the Mix: How Music and Light Affect Shoppers' In-Store Behavior: An Abstract -- Chapter29. Consumer Engagement through Live Customer Service: An Abstract -- Chapter30. Consumers’ Willingness to Try a Robotic Shopping Assistant: The Role of Imagery: An Abstract -- Chapter31. A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract -- Chapter32. Special Session: Does Marketing Have the Right Answers? Questions of Growth, Measurement, Insight, and Heart: An Abstract -- Chapter33. The Relationship between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract -- Chapter34. A Framework and Call for Scholarship on ‘The Dark Side of Social Media’: An Abstract -- Chapter35. Enriched Digital Catalogues: A Multi-Studies Approach: An Abstract -- Chapter36. Exploring the Young People’s Cognitive Structure and Switching Intention toward Social Networking Sites: An Abstract -- Chapter37. Overcoming the Rejection of Changing Sales Force Technologies through Managerial Support: An Abstract -- Chapter38. What Salespeople Don’t Say: A Review of Literature on Nonverbal Communication of Salespeople: An Abstract -- Chapter39. Value in Sales Interactions: A Study from the Buyer’s Perspective: An Abstract -- Chapter40. The Impact of Psychological Ownership on Betrayal in the Sharing Economy: An Abstract -- Chapter41. The Influence of Men’s Body Dissatisfaction in Appearance-Related Behaviors: The Moderator Role of Public Self-Consciousness: An Abstract -- Chapter42. Big Data Infused Service Encounters: Augmenting Emotional Labor and Improving Organizational Outcomes: An Abstract -- Chapter43. Exploring the Influence of Supervisor Support, Fit, and Job Attractiveness on Service Employee Job Resourcefulness: An Abstract -- Chapter44. Help Me, Help You: The Consumer’s Perceptions of “Green” Credit Cards: An Abstract -- Chapter45. “Buy Me, I’m Green”: The Effects of Verbal and Visual Claims on Consumer Responses to Environmental Products: An Abstract -- Chapter46. Modern Marketing-Research Techniques and Policymaking in Wyoming’s State Budgeting: An Abstract -- Chapter47. The Hedonic and Utilitarian Value of Volunteering as an Act of Symbolic Consumption: An Abstract -- Chapter48. Individual Differences in Reactions to Aggression in Advertising, Knowledge Structures’ Perspective: An Abstract -- Chapter49. Nutrition Labelling on Menus: Who Notices and Uses this Information? -- Chapter50. Investigating the Impact of Conflicting Roles of Work and School on Service Providers: An Abstract -- Chapter51. Enhancing the Customer Experience: Understanding UK Consumers’ M-Shopping Adoption Intention -- Chapter52. Sharing in Real and Virtual Spaces: A Motivational and Temporal Screen-Sharing Approach -- Chapter53. Exploring the Impact of Self-Service Technologies on Retail Shoppers: An Abstract -- Chapter54. Special Session: May the Odds be Ever in Your Favor: An Abstract About Improving Your Odds and Successfully Navigating the Academic Job Market -- Chapter55. Virtual Car Information in Real Spaces Right in Your Face: Assessing the System Acceptance of Head-Up Display: An Abstract -- Chapter56. Monsters in Our World: Rethinking Narrative Transportation in Pokémon Go’s Mixed Reality: An Abstract -- Chapter57. An Investigation of the Effect of Nostalgia Proneness and Consumer Innovativeness on Acceptance of Retro Products -- Chapter58. The Impact of Existential Anxiety on Attitude toward Product Innovation: An Abstract -- Chapter59. Marketing Secrets: A Conceptual Model and Quasi-Experimental Study: An Abstract -- Chapter60. Digitally Engaged Services: A Multi-Level Perspective on Technology Readiness and Value Co-Creation Behaviour in Higher Education: An Abstract -- Chapter61. How to Design an Online Digital Marketing Course that Helps Improve Student Participation -- Chapter62. Integrating Customer Journey Mapping and Integrated Marketing Communications for Omnichannel and Digital Marketing Education: An Abstract -- Chapter63. Mood and Luxury Perception: A Tale of Two Genders: An Abstract -- Chapter64. Support for a Motivation-Based Typology of Unsolicited Customer Feedback) -- Chapter65. Causes and Control of Vagueness in Construct Definition and Item Construction: An Abstract -- Chapter66. Using the Evaluative Space Grid to Better Capture Manifest Ambivalence in Customer Satisfaction Surveys: An Abstract -- Chapter67. The Impact of Product Shadows in Ad Frames on Product Volume Perceptions and Consumer Willingness to Pay: An Abstract -- Chapter68. How Visual Sensory Cues Influence Reactions on Social Media: An Abstract -- Chapter69. Vertical vs. Horizontal Packaging Design: Investigating the Effects of Packaging Form on Consumers' Perception of Utilitarian Food Products: An Abstract -- Chapter70. Mobile Marketing: A Consumer Behaviour Perspective: An Abstract -- Chapter71. Valuing Authenticity: Exploring the Role of Consumer Traits in Restaurant Choice: An Abstract -- Chapter72. The Effects of Visual Context on Construal Level in Online Shopping: An Abstract -- Chapter73. Portuguese and French Validation of Need for Drama (NFD) Scale in Consumer Behavior: An Abstract -- Chapter74. Changed to: The Online Shopping Experience (OSE): Expanding an Existing Framework: An Abstract -- Chapter75. Physical Shopping Value in a Digitalized Setting: An Abstract -- Chapter76. A Dual Process Perspective on Congruent and Incongruent Placements as an Advertising Tactic: An Abstract -- Chapter77. Effects of Video Manipulation on Believability and Consumer Attitudes in Direct-To-Consumer Pharmaceutical Advertising: An Abstract -- Chapter78. Magazine Advertising: High on Drugs: An Abstract -- Chapter79. An Abstract: Brand Orientation as Antecedent to Brand Value: Construct Redefinition and Conceptual Model -- Chapter80. Place Brand Communities: From Terminal to Instrumental Values - An Abstract -- Chapter81. What Kind of Product Do I Expect From This Brand? The Imagery Effects of Brand Logo Symmetry on Product Design: An Abstract -- Chapter82. Discovering Surrogate Branding Via Online Image Development, a Case from India: An Abstract -- Chapter83. Social Customer Relationship Management and Company Intervention: A Strategy to Build Trust: An Abstract -- Chapter84. What Drives Green Product’s Consumption in Vietnam? A Moderating and Mediating Effects Analysis: An Abstract -- Chapter85. Fast Moving Consumer Goods (FMCGs) and Emerging Markets: Consumer Convergence, MNCs, and Globalization: An Abstract -- Chapter86. Exploring the Structure of Chinese Consumers’ Attitudes toward Genetically Modified Foods: An Abstract -- Chapter87. The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children -- Chapter88. Packaging Texture and Shape as Enhancers for Brand Positioning: The Moderating Role of Need for Touch (NFT): An Abstract -- Chapter89. The Mediating Role of the Affect and Cognition in the Influence of Celebritie. |
| Record Nr. | UNINA-9910298187803321 |
| Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand Gender [[electronic resource] ] : Increasing Brand Equity through Brand Personality / / by Theo Lieven
| Brand Gender [[electronic resource] ] : 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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