語系:
繁體中文
English
說明(常見問題)
回圖書館首頁
手機版館藏查詢
登入
回首頁
到查詢結果
[ subject:"Product management- Psychological aspects." ]
切換:
標籤
|
MARC模式
|
ISBD
Driving customer appeal through the ...
~
Garg, Ruchi, (1985-)
FindBook
Google Book
Amazon
博客來
Driving customer appeal through the use of emotional branding
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Driving customer appeal through the use of emotional branding/ Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors.
其他作者:
Garg, Ruchi,
出版者:
Hershey, Pennsylvania :IGI Global, : [2018],
面頁冊數:
1 online resource (xviii, 366 p.)
內容註:
Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelgänger brand image: the darker side to emotional branding.
標題:
Branding (Marketing) - Psychological aspects. -
電子資源:
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2921-7
ISBN:
9781522529224 (ebook)
Driving customer appeal through the use of emotional branding
Driving customer appeal through the use of emotional branding
[electronic resource] /Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors. - Hershey, Pennsylvania :IGI Global,[2018] - 1 online resource (xviii, 366 p.) - Advances in marketing, customer relationship management, and e-services (AMCRMES) book series . - Advances in marketing, customer relationship management, and e-services (AMCRMES) book series..
Includes bibliographical references and index.
Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelgänger brand image: the darker side to emotional branding.
Restricted to subscribers or individual electronic text purchasers.
"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"--
ISBN: 9781522529224 (ebook)Subjects--Topical Terms:
2196456
Branding (Marketing)
--Psychological aspects.
LC Class. No.: HF5415.1255 / .D75 2018e
Dewey Class. No.: 658.8/27
Driving customer appeal through the use of emotional branding
LDR
:03385nmm a2200289 a 4500
001
2137883
003
IGIG
005
20181028103951.0
006
m o d
007
cr cn
008
181117s2018 pau fob 00a 0 eng d
010
$z
2017012412
020
$a
9781522529224 (ebook)
020
$a
9781522529217 (hardcover)
035
$a
(OCoLC)1004607229
035
$a
1071025253
040
$a
CaBNVSL
$b
eng
$c
CaBNVSL
$d
CaBNVSL
050
4
$a
HF5415.1255
$b
.D75 2018e
082
0 4
$a
658.8/27
$2
23
245
0 0
$a
Driving customer appeal through the use of emotional branding
$h
[electronic resource] /
$c
Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors.
260
$a
Hershey, Pennsylvania :
$b
IGI Global,
$c
[2018]
300
$a
1 online resource (xviii, 366 p.)
490
1
$a
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
504
$a
Includes bibliographical references and index.
505
0
$a
Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelgänger brand image: the darker side to emotional branding.
506
$a
Restricted to subscribers or individual electronic text purchasers.
520
3
$a
"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"--
$c
Provided by publisher.
650
0
$a
Branding (Marketing)
$x
Psychological aspects.
$3
2196456
650
0
$a
Brand name products
$x
Psychological aspects.
$3
2196457
650
0
$a
Product management
$x
Psychological aspects.
$3
3310826
700
1
$a
Garg, Ruchi,
$d
1985-
$e
editor.
$3
3310822
700
1
$a
Chhikara, Ritu,
$e
editor.
$3
3310823
700
1
$a
Panda, Tapan Kumar,
$e
editor.
$3
3310824
700
1
$a
Kataria, Aarti,
$e
editor.
$3
3310825
830
0
$a
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
$3
3231136
856
4 0
$u
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2921-7
筆 0 讀者評論
館藏地:
全部
電子資源
出版年:
卷號:
館藏
1 筆 • 頁數 1 •
1
條碼號
典藏地名稱
館藏流通類別
資料類型
索書號
使用類型
借閱狀態
預約狀態
備註欄
附件
W9344577
電子資源
11.線上閱覽_V
電子書
EB HF5415.1255 .D75 2018e
一般使用(Normal)
在架
0
1 筆 • 頁數 1 •
1
多媒體
評論
新增評論
分享你的心得
Export
取書館
處理中
...
變更密碼
登入