Advances in Chinese Brand Management / Balmer, John M. T. ; Chen, Weifeng  

Público ISBD Ningún comentario para este registro. Título : Advances in Chinese Brand Management Tipo de documento: documento electrónico Autores: Balmer, John M. T., ; Chen, Weifeng, Mención de edición: 1 ed. Editorial: London : Palgrave Macmillan UK Fecha de publicación: 2017 Número de páginas: X, 354 p. ISBN/ISSN/DL: 978-1-352-00011-5 Nota general: Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Investigación de mercado  Inteligencia de Negocio  Empresas comerciales internacionales  Gestión de relaciones con el cliente  Investigación de Mercados e Inteligencia Competitiva  Negocios Internacionales Clasificación: 658.812 Resumen: Este libro incluye una fascinante variedad de artículos actualizados sobre China del Journal of Brand Management que reúnen investigaciones y estudios realizados por académicos chinos, británicos, europeos y estadounidenses. El desarrollo y la gestión de marcas en China se ha convertido en un área de considerable y creciente interés entre los académicos y profesionales del branding debido al auge y la importancia de las marcas en China. Al ofrecer una descripción general del desarrollo y la gestión de marcas en China, Avances en la gestión de marcas chinas también contiene estudios de casos de marcas de lujo con siglos de antigüedad y muy apreciadas por las corporaciones chinas, marcas culturales destacadas y marcas extranjeras en China. Nota de contenido: Section 1: Introdution (Balmer JMT and Chen WF) -- Section 2: China's Brands and Corporate Brand Communications in China: In Context -- Balmer, JMT. and Chen, W. 'China's brands, China's brand development strategies and corporate brand communications in China' -- Section 3: Corporate Heritage Brands in China -- Balmer, John MT, and Weifeng Chen.) "Corporate heritage brands in China. Consumer engagement with China's most celebrated corporate heritage brand–Tong Ren Tang: 同仁堂." -- Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "A brand culture approach to Chinese cultural heritage brands." -- Section 4: Luxury Brands in China -- Heine, Klaus, and Michel Gutsatz. "Luxury brand building in China: Eight case studies and eight lessons learned." -- Peng. N and Chen, AH "Consumer perspectives of cultural branding: The case of Burberry in Taiwan -- Section 5: Managing thebrand name and logo -- Dong, L. C. and Helms, M.M. Brand name translation model: A case analysis of US brands in china -- Schmitt, Bernd, and Shi Zhang."Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations." -- Chen, T. Ma K, Zheng, C and Wang H "The effects of sub-brands and brand name structure on extension evaluation: An empirical study based on Chinese culture" -- Section 6: Brand Building in China -- Sun, Qin, and Audhesh Paswan. "Country branding through Olympic Games." -- Na, and Fang Wan. "A configurational perspective of branding capabilities development in emerging economies: The case of the Chinese cellular phone industry." -- Tang Y-C. Liou F_M, and Peng S-y B2B brand extension to the B2C market—The case of the ICT industry in Taiwan -- Section 7: Brand Buying Behaviour in China -- Lin, Z., and He, X. The images of foreign versus domestic retailer brands in China: A model of corporate brand image and store image -- Yu, C., and Bastin, M. Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the mainland china marketplace -- Bian, X., and Veloutsou, C. Consumers' attitudes regarding non-deceptive counterfeit brands in the UK and China. Tipo de medio : Computadora Summary : This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands luxury brands, prominent cultural brands and foreign brands in China. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1057/97 [...] Advances in Chinese Brand Management [documento electrónico] / Balmer, John M. T., ; Chen, Weifeng,  . -  1 ed.  . - London : Palgrave Macmillan UK, 2017 . - X, 354 p. ISBN : 978-1-352-00011-5 Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Investigación de mercado  Inteligencia de Negocio  Empresas comerciales internacionales  Gestión de relaciones con el cliente  Investigación de Mercados e Inteligencia Competitiva  Negocios Internacionales Clasificación: 658.812 Resumen: Este libro incluye una fascinante variedad de artículos actualizados sobre China del Journal of Brand Management que reúnen investigaciones y estudios realizados por académicos chinos, británicos, europeos y estadounidenses. El desarrollo y la gestión de marcas en China se ha convertido en un área de considerable y creciente interés entre los académicos y profesionales del branding debido al auge y la importancia de las marcas en China. Al ofrecer una descripción general del desarrollo y la gestión de marcas en China, Avances en la gestión de marcas chinas también contiene estudios de casos de marcas de lujo con siglos de antigüedad y muy apreciadas por las corporaciones chinas, marcas culturales destacadas y marcas extranjeras en China. Nota de contenido: Section 1: Introdution (Balmer JMT and Chen WF) -- Section 2: China's Brands and Corporate Brand Communications in China: In Context -- Balmer, JMT. and Chen, W. 'China's brands, China's brand development strategies and corporate brand communications in China' -- Section 3: Corporate Heritage Brands in China -- Balmer, John MT, and Weifeng Chen.) "Corporate heritage brands in China. Consumer engagement with China's most celebrated corporate heritage brand–Tong Ren Tang: 同仁堂." -- Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "A brand culture approach to Chinese cultural heritage brands." -- Section 4: Luxury Brands in China -- Heine, Klaus, and Michel Gutsatz. "Luxury brand building in China: Eight case studies and eight lessons learned." -- Peng. N and Chen, AH "Consumer perspectives of cultural branding: The case of Burberry in Taiwan -- Section 5: Managing thebrand name and logo -- Dong, L. C. and Helms, M.M. Brand name translation model: A case analysis of US brands in china -- Schmitt, Bernd, and Shi Zhang."Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations." -- Chen, T. Ma K, Zheng, C and Wang H "The effects of sub-brands and brand name structure on extension evaluation: An empirical study based on Chinese culture" -- Section 6: Brand Building in China -- Sun, Qin, and Audhesh Paswan. "Country branding through Olympic Games." -- Na, and Fang Wan. "A configurational perspective of branding capabilities development in emerging economies: The case of the Chinese cellular phone industry." -- Tang Y-C. Liou F_M, and Peng S-y B2B brand extension to the B2C market—The case of the ICT industry in Taiwan -- Section 7: Brand Buying Behaviour in China -- Lin, Z., and He, X. The images of foreign versus domestic retailer brands in China: A model of corporate brand image and store image -- Yu, C., and Bastin, M. Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the mainland china marketplace -- Bian, X., and Veloutsou, C. Consumers' attitudes regarding non-deceptive counterfeit brands in the UK and China. Tipo de medio : Computadora Summary : This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands luxury brands, prominent cultural brands and foreign brands in China. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1057/97 [...]

Advances in Corporate Branding / Balmer, John M. T. ; Powell, Shaun M. ; Kernstock, Joachim ; Brexendorf, Tim Oliver  

Público ISBD Ningún comentario para este registro. Título : Advances in Corporate Branding Tipo de documento: documento electrónico Autores: Balmer, John M. T., ; Powell, Shaun M., ; Kernstock, Joachim, ; Brexendorf, Tim Oliver, Mención de edición: 1 ed. Editorial: London : Palgrave Macmillan UK Fecha de publicación: 2017 Número de páginas: XIII, 205 p. ISBN/ISSN/DL: 978-1-352-00008-5 Nota general: Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Planificación estratégica  Liderazgo  Organización Industrial  Gestión de relaciones con el cliente  Estrategia empresarial y liderazgo  Organización Clasificación: 658.812 Resumen: Esta prestigiosa colección editada de artículos del Journal of Brand Management analiza el impacto de la investigación en nuestra comprensión de las características de la marca corporativa y la gestión de la marca corporativa hasta la fecha. Se cubre una amplia gama de temas, incluida la gestión de marcas de franquicia, la creación conjunta de marcas corporativas, marcas de alianza, el papel de la marca interna en el cumplimiento de la promesa de marca de los empleados y la expansión hacia nuevos enfoques. Avances en marca corporativa es una lectura esencial para quienes realizan un programa de doctorado o para estudiantes de nivel superior que buscan material académico riguroso sobre el tema y para académicos y profesionales exigentes, ya que actúa como "introducciones avanzadas". Nota de contenido: Chapter 1 Introduction: Current state and future directions for research on corporate brand management -- Chapter 2 Explicating corporate brands and their management: Reflections and directions from 1995 -- Chapter 3 The importance of corporate brand personality traits to a successful 21st century business -- Chapter 4 Managing the franchised brand: The franchisees' perspective -- Chapter 5 Alliance brands: Building corporate brands through strategic alliances? -- Chapter 6 The role of internal branding in the delivery of employee brand promise -- Chapter 7 An integrated approach to corporate branding -- Chapter 8 Finding sources of brand value: Developing a stakeholder model of brand equity -- Chapter 9 The organic view of the brand: A brand value co-creation model -- Chapter 10 Corporate brand orientation: What is it? What of it?. . Tipo de medio : Computadora Summary : This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1057/97 [...] Advances in Corporate Branding [documento electrónico] / Balmer, John M. T., ; Powell, Shaun M., ; Kernstock, Joachim, ; Brexendorf, Tim Oliver,  . -  1 ed.  . - London : Palgrave Macmillan UK, 2017 . - XIII, 205 p. ISBN : 978-1-352-00008-5 Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Planificación estratégica  Liderazgo  Organización Industrial  Gestión de relaciones con el cliente  Estrategia empresarial y liderazgo  Organización Clasificación: 658.812 Resumen: Esta prestigiosa colección editada de artículos del Journal of Brand Management analiza el impacto de la investigación en nuestra comprensión de las características de la marca corporativa y la gestión de la marca corporativa hasta la fecha. Se cubre una amplia gama de temas, incluida la gestión de marcas de franquicia, la creación conjunta de marcas corporativas, marcas de alianza, el papel de la marca interna en el cumplimiento de la promesa de marca de los empleados y la expansión hacia nuevos enfoques. Avances en marca corporativa es una lectura esencial para quienes realizan un programa de doctorado o para estudiantes de nivel superior que buscan material académico riguroso sobre el tema y para académicos y profesionales exigentes, ya que actúa como "introducciones avanzadas". Nota de contenido: Chapter 1 Introduction: Current state and future directions for research on corporate brand management -- Chapter 2 Explicating corporate brands and their management: Reflections and directions from 1995 -- Chapter 3 The importance of corporate brand personality traits to a successful 21st century business -- Chapter 4 Managing the franchised brand: The franchisees' perspective -- Chapter 5 Alliance brands: Building corporate brands through strategic alliances? -- Chapter 6 The role of internal branding in the delivery of employee brand promise -- Chapter 7 An integrated approach to corporate branding -- Chapter 8 Finding sources of brand value: Developing a stakeholder model of brand equity -- Chapter 9 The organic view of the brand: A brand value co-creation model -- Chapter 10 Corporate brand orientation: What is it? What of it?. . Tipo de medio : Computadora Summary : This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1057/97 [...]

Back to the Future: Using Marketing Basics to Provide Customer Value / Krey, Nina ; Rossi, Patricia  

Público ISBD Ningún comentario para este registro. Título : Back to the Future: Using Marketing Basics to Provide Customer Value : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference Tipo de documento: documento electrónico Autores: Krey, Nina, ; Rossi, Patricia, Mención de edición: 1 ed. Editorial: [s.l.] : Springer Fecha de publicación: 2018 Número de páginas: XL, 816 p. 25 ilustraciones, 13 ilustraciones en color. ISBN/ISSN/DL: 978-3-319-66023-3 Nota general: Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Telemercadeo  mercadeo por Internet  Investigación cuantitativa  Gestión de relaciones con el cliente  Publicidad digital  Análisis de datos y Big Data Clasificación: 658.812 Resumen: Este volumen de actas presenta investigaciones y conocimientos oportunos sobre el avance de la premisa básica del marketing: proporcionar mayores niveles de valor para el cliente. En los últimos años, tanto los académicos como los profesionales del marketing han sido testigos de grandes avances en tecnología y metodologías asociadas con big data, con marketing basado en la ubicación centrado en aplicaciones móviles y el seguimiento en tiempo real del comportamiento del consumidor, y con innovaciones y mejoras en las comunicaciones utilizando el Presencia cada vez mayor de las redes sociales. Este volumen, que presenta las actas completas de la Conferencia Anual de la Academia de Ciencias del Marketing (AMS) de 2017 celebrada en la Isla de Coronado, California, proporciona investigaciones innovadoras de académicos y profesionales de todo el mundo que ayudarán a los profesionales del marketing a proporcionar valor a las empresas, los consumidores y sociedad. Fundada en 1971, la Academia de Ciencias del Marketing es una organización internacional dedicada a promover exploraciones oportunas de fenómenos relacionados con la ciencia del marketing en teoría, investigación y práctica. Entre sus servicios a los miembros y a la comunidad en general, la Academia ofrece conferencias, congresos y simposios que atraen a delegados de todo el mundo. Las presentaciones de estos eventos se publican en esta serie Proceedings, que ofrece un archivo completo de volúmenes que reflejan la evolución del campo. Los volúmenes ofrecen investigaciones y conocimientos de vanguardia, complementando las revistas emblemáticas de la Academia, el Journal of the Academy of Marketing Science (JAMS) y AMS Review. Los volúmenes son editados por destacados académicos y profesionales en una amplia gama de áreas temáticas de la ciencia del marketing. Nota de contenido: 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 ofScent 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 aCertification 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 CollectivistConsumers? -- 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 o f 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 Abstract -. Tipo de medio : Computadora Summary : This proceedings volume presents timely research and insights on the advancement of marketing's basic premise—providing greater levels of customer value. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in communications utilizing the continually growing presence of social media. Featuring the full proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference held in Coronado Island, California, this volume provides ground-breaking research from scholars and practitioners from around the world that will help marketers in providing value for companies, consumers and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related tothe science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...] Back to the Future: Using Marketing Basics to Provide Customer Value : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference [documento electrónico] / Krey, Nina, ; Rossi, Patricia,  . -  1 ed.  . - [s.l.] : Springer, 2018 . - XL, 816 p. 25 ilustraciones, 13 ilustraciones en color. ISBN : 978-3-319-66023-3 Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Telemercadeo  mercadeo por Internet  Investigación cuantitativa  Gestión de relaciones con el cliente  Publicidad digital  Análisis de datos y Big Data Clasificación: 658.812 Resumen: Este volumen de actas presenta investigaciones y conocimientos oportunos sobre el avance de la premisa básica del marketing: proporcionar mayores niveles de valor para el cliente. En los últimos años, tanto los académicos como los profesionales del marketing han sido testigos de grandes avances en tecnología y metodologías asociadas con big data, con marketing basado en la ubicación centrado en aplicaciones móviles y el seguimiento en tiempo real del comportamiento del consumidor, y con innovaciones y mejoras en las comunicaciones utilizando el Presencia cada vez mayor de las redes sociales. Este volumen, que presenta las actas completas de la Conferencia Anual de la Academia de Ciencias del Marketing (AMS) de 2017 celebrada en la Isla de Coronado, California, proporciona investigaciones innovadoras de académicos y profesionales de todo el mundo que ayudarán a los profesionales del marketing a proporcionar valor a las empresas, los consumidores y sociedad. Fundada en 1971, la Academia de Ciencias del Marketing es una organización internacional dedicada a promover exploraciones oportunas de fenómenos relacionados con la ciencia del marketing en teoría, investigación y práctica. Entre sus servicios a los miembros y a la comunidad en general, la Academia ofrece conferencias, congresos y simposios que atraen a delegados de todo el mundo. Las presentaciones de estos eventos se publican en esta serie Proceedings, que ofrece un archivo completo de volúmenes que reflejan la evolución del campo. Los volúmenes ofrecen investigaciones y conocimientos de vanguardia, complementando las revistas emblemáticas de la Academia, el Journal of the Academy of Marketing Science (JAMS) y AMS Review. Los volúmenes son editados por destacados académicos y profesionales en una amplia gama de áreas temáticas de la ciencia del marketing. Nota de contenido: 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 ofScent 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 aCertification 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 CollectivistConsumers? -- 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 o f 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 Abstract -. Tipo de medio : Computadora Summary : This proceedings volume presents timely research and insights on the advancement of marketing's basic premise—providing greater levels of customer value. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in communications utilizing the continually growing presence of social media. Featuring the full proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference held in Coronado Island, California, this volume provides ground-breaking research from scholars and practitioners from around the world that will help marketers in providing value for companies, consumers and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related tothe science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...]

Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces / Krey, Nina ; Rossi, Patricia  

Público ISBD Ningún comentario para este registro. Título : Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces : Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference Tipo de documento: documento electrónico Autores: Krey, Nina, ; Rossi, Patricia, Mención de edición: 1 ed. Editorial: [s.l.] : Springer Fecha de publicación: 2018 Número de páginas: XXXVIII, 612 p. 22 ilustraciones, 8 ilustraciones en color. ISBN/ISSN/DL: 978-3-319-99181-8 Nota general: Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Comportamiento del consumidor  Telemercadeo  mercadeo por Internet  Investigación cuantitativa  Gestión de relaciones con el cliente  Publicidad digital  Análisis de datos y Big Data Clasificación: 658.812 Resumen: Vemos a nuestros clientes como invitados a una fiesta y nosotros somos los anfitriones. Nuestro trabajo diario es hacer que cada aspecto importante de la experiencia del cliente sea un poco mejor". Jeff Bezos, fundador y director ejecutivo de Amazon.com. Este volumen de actas explora las formas en que los especialistas en marketing pueden aprender sobre los clientes a través de big data y otras fuentes para crear una experiencia de cliente mejorada. Los consumidores de hoy ya no exigen simplemente experiencias atractivas en línea o fuera de línea; se centran cada vez más en una experiencia perfecta a lo largo de su viaje a través de espacios virtuales y reales. Mientras compran en una tienda física, los consumidores revisan sus teléfonos inteligentes en busca de opiniones de clientes e información competitiva, y atrapan uno o dos Pokémon al mismo tiempo. La experiencia en línea ya no se trata solo de precios y conveniencia, y fuera de línea ya no se trata solo de SKU. Los canales individuales importan cada vez menos; es la experiencia omnicanal la que se está convirtiendo en algo habitual. Los especialistas en marketing deben mantener el ritmo, adaptarse continuamente y contribuir al cambiante panorama del consumidor. A través de innumerables puntos de contacto en diferentes canales y medios, los especialistas en marketing de hoy pueden aprender más sobre sus clientes y están mejor equipados que nunca para brindarles la experiencia mejorada deseada: fácil, divertida, atractiva y eficiente. Este volumen, que presenta las actas completas de la Conferencia Anual de la Academia de Ciencias del Marketing (AMS) de 2018 celebrada en Nueva Orleans, Luisiana, proporciona investigaciones innovadoras realizadas por académicos y profesionales de todo el mundo que ayudarán a los profesionales del marketing a seguir atrayendo a sus clientes en este nuevo paisaje. Fundada en 1971, la Academia de Ciencias del Marketing es una organización internacional dedicada a promover exploraciones oportunas de fenómenos relacionados con la ciencia del marketing en la teoría, la investigación y la práctica. Entre sus servicios a los miembros y a la comunidad en general, la Academia ofrece conferencias, congresos y simposios que atraen a delegados de todo el mundo. Las presentaciones de estos eventos se publican en esta serie Proceedings, que ofrece un archivo completo de volúmenes que reflejan la evolución del campo. Los volúmenes ofrecen investigaciones y conocimientos de vanguardia, complementando las revistas emblemáticas de la Academia, el Journal of the Academy of Marketing Science (JAMS) y AMS Review. Los volúmenes son editados por destacados académicos y profesionales en una amplia gama de áreas temáticas de la ciencia del marketing. Nota de contenido: 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 ofthe 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 Rightin 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 Celebrities . Tipo de medio : Computadora Summary : "We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better." Jeff Bezos, Founder and CEO of Amazon.com This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...] Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces : Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference [documento electrónico] / Krey, Nina, ; Rossi, Patricia,  . -  1 ed.  . - [s.l.] : Springer, 2018 . - XXXVIII, 612 p. 22 ilustraciones, 8 ilustraciones en color. ISBN : 978-3-319-99181-8 Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Comportamiento del consumidor  Telemercadeo  mercadeo por Internet  Investigación cuantitativa  Gestión de relaciones con el cliente  Publicidad digital  Análisis de datos y Big Data Clasificación: 658.812 Resumen: Vemos a nuestros clientes como invitados a una fiesta y nosotros somos los anfitriones. Nuestro trabajo diario es hacer que cada aspecto importante de la experiencia del cliente sea un poco mejor". Jeff Bezos, fundador y director ejecutivo de Amazon.com. Este volumen de actas explora las formas en que los especialistas en marketing pueden aprender sobre los clientes a través de big data y otras fuentes para crear una experiencia de cliente mejorada. Los consumidores de hoy ya no exigen simplemente experiencias atractivas en línea o fuera de línea; se centran cada vez más en una experiencia perfecta a lo largo de su viaje a través de espacios virtuales y reales. Mientras compran en una tienda física, los consumidores revisan sus teléfonos inteligentes en busca de opiniones de clientes e información competitiva, y atrapan uno o dos Pokémon al mismo tiempo. La experiencia en línea ya no se trata solo de precios y conveniencia, y fuera de línea ya no se trata solo de SKU. Los canales individuales importan cada vez menos; es la experiencia omnicanal la que se está convirtiendo en algo habitual. Los especialistas en marketing deben mantener el ritmo, adaptarse continuamente y contribuir al cambiante panorama del consumidor. A través de innumerables puntos de contacto en diferentes canales y medios, los especialistas en marketing de hoy pueden aprender más sobre sus clientes y están mejor equipados que nunca para brindarles la experiencia mejorada deseada: fácil, divertida, atractiva y eficiente. Este volumen, que presenta las actas completas de la Conferencia Anual de la Academia de Ciencias del Marketing (AMS) de 2018 celebrada en Nueva Orleans, Luisiana, proporciona investigaciones innovadoras realizadas por académicos y profesionales de todo el mundo que ayudarán a los profesionales del marketing a seguir atrayendo a sus clientes en este nuevo paisaje. Fundada en 1971, la Academia de Ciencias del Marketing es una organización internacional dedicada a promover exploraciones oportunas de fenómenos relacionados con la ciencia del marketing en la teoría, la investigación y la práctica. Entre sus servicios a los miembros y a la comunidad en general, la Academia ofrece conferencias, congresos y simposios que atraen a delegados de todo el mundo. Las presentaciones de estos eventos se publican en esta serie Proceedings, que ofrece un archivo completo de volúmenes que reflejan la evolución del campo. Los volúmenes ofrecen investigaciones y conocimientos de vanguardia, complementando las revistas emblemáticas de la Academia, el Journal of the Academy of Marketing Science (JAMS) y AMS Review. Los volúmenes son editados por destacados académicos y profesionales en una amplia gama de áreas temáticas de la ciencia del marketing. Nota de contenido: 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 ofthe 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 Rightin 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 Celebrities . Tipo de medio : Computadora Summary : "We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better." Jeff Bezos, Founder and CEO of Amazon.com This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...]

Brand Fans / Smith, Aaron C.T  

Público ISBD Ningún comentario para este registro. Título : Brand Fans : Lessons from the World's Greatest Sporting Brands Tipo de documento: documento electrónico Autores: Smith, Aaron C.T, ; Stavros, Constantino, ; Westberg, Kate, Mención de edición: 1 ed. Editorial: [s.l.] : Springer Fecha de publicación: 2017 Número de páginas: X, 249 p. ISBN/ISSN/DL: 978-3-319-48854-7 Nota general: Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Investigación de mercado  Inteligencia de Negocio  Deportes  Gestión de relaciones con el cliente  Investigación de Mercados e Inteligencia Competitiva  Economía del deporte Clasificación: 658.812 Resumen: Combinando las últimas investigaciones sobre marcas con una amplia gama de ejemplos de casos potentes, este libro revela las técnicas de vanguardia de creación conjunta de valor, personalización y compromiso del cliente empleadas por las marcas líderes del deporte. Basado en las lecciones transferibles que emanan de estas prácticas, Brand Fans explora e ilumina cómo las empresas pueden cultivar fanáticos conectados y defensores de por vida, mientras construyen valor de marca de manera exponencial en el proceso. Este es un libro que atraerá tanto a académicos como a profesionales, así como a cualquiera fascinado por el marketing moderno, las relaciones con los consumidores y las marcas. Nota de contenido: Chapter 1 Introduction – Crowdsourcing Brand Equity -- Chapter 2 Pitch Partners– Customers as Players and Collaborators -- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content -- Chapter 4 Connected Communities– Icons and Tribalism -- Chapter 5 Passionate Partisans– Lifelong Loyalty -- Chapter 6 Dynamic Data– Branding the Digital Drive -- Chapter 7 Enhanced Experiences – Enlisting the Fanatic -- Chapter 8 Conclusion– Future Brand Fans. Tipo de medio : Computadora Summary : Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport's leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...] Brand Fans : Lessons from the World's Greatest Sporting Brands [documento electrónico] / Smith, Aaron C.T, ; Stavros, Constantino, ; Westberg, Kate,  . -  1 ed.  . - [s.l.] : Springer, 2017 . - X, 249 p. ISBN : 978-3-319-48854-7 Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés (eng) Palabras clave: Relaciones con los clientes  Investigación de mercado  Inteligencia de Negocio  Deportes  Gestión de relaciones con el cliente  Investigación de Mercados e Inteligencia Competitiva  Economía del deporte Clasificación: 658.812 Resumen: Combinando las últimas investigaciones sobre marcas con una amplia gama de ejemplos de casos potentes, este libro revela las técnicas de vanguardia de creación conjunta de valor, personalización y compromiso del cliente empleadas por las marcas líderes del deporte. Basado en las lecciones transferibles que emanan de estas prácticas, Brand Fans explora e ilumina cómo las empresas pueden cultivar fanáticos conectados y defensores de por vida, mientras construyen valor de marca de manera exponencial en el proceso. Este es un libro que atraerá tanto a académicos como a profesionales, así como a cualquiera fascinado por el marketing moderno, las relaciones con los consumidores y las marcas. Nota de contenido: Chapter 1 Introduction – Crowdsourcing Brand Equity -- Chapter 2 Pitch Partners– Customers as Players and Collaborators -- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content -- Chapter 4 Connected Communities– Icons and Tribalism -- Chapter 5 Passionate Partisans– Lifelong Loyalty -- Chapter 6 Dynamic Data– Branding the Digital Drive -- Chapter 7 Enhanced Experiences – Enlisting the Fanatic -- Chapter 8 Conclusion– Future Brand Fans. Tipo de medio : Computadora Summary : Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport's leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding. Enlace de acceso : https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...]

Competitive Advantage of Customer Centricity / Parniangtong, Sathit  

Permalink

Creating a Culture of Diversity and Inclusiveness in India Inc. / Sen, Kakoli ; Shahi, Sujata  

Permalink

Creating Marketing Magic and Innovative Future Marketing Trends / Stieler, Maximilian  

Permalink

Customer Engagement in Theory and Practice / Żyminkowska, Katarzyna  

Permalink

Customer Engagement Marketing / Palmatier, Robert W. ; Kumar, V. ; Harmeling, Colleen M.  

Permalink

Customer Experience Management Rebooted / Walden, Steven  

Permalink

Customer Relationship Management / Kumar, V.  

Permalink

Effective Complaint Management / Stauss, Bernd  

Permalink

Enlightened Marketing in Challenging Times / Pantoja, Felipe ; Wu, Shuang ; Krey, Nina  

Permalink

Firm Competitive Advantage Through Relationship Management / Deszczyński, Bartosz  

Permalink

---

1 2 (1 - 15 / 25) Ver por página : 25 50 100 200