Brand Personalities And Consumer Brand Relationships As Elements Of Successful Brand Management

Download or read book Brand Personalities and Consumer-brand Relationships as Elements of Successful Brand Management written by Katharina S. Güse and published by University of Bamberg Press. This book was released on 2011 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumer-Brand Relationships written by Susan Fournier and published by Routledge. This book was released on 2012-03-29 with total page 501 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.

Download or read book Cross-Cultural Brand Personality and Brand Desirability written by Corinna Colette Vellnagel and published by Springer Nature. This book was released on 2020-08-13 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

Download or read book Psychology of Branding written by W. Douglas Evans and published by Nova Science Publishers. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? This book offers answers to that question.

Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

Download or read book Romancing the Brand written by Tim Halloran and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren’t just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they’ll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands? In Romancing the Brand, branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand. Step by step,he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer. Along the way, Halloran shares the secrets behind establishing a mutually beneficial “romance.” Drawing on exclusive, in-depth interviews with managers of some of the world’s most iconic brands, Romancing the Brand arms you with an arsenal of classic and emerging marketing tools—such as benefit laddering and word-of-mouth marketing—that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino’s Pizza, Bounty, Turner Classic Movies, and many more. Ultimately, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.

Download or read book BRAND MANAGEMENT : CONSUMER BRAND RELATIONSHIP (CBR) IN STRONG BRAND DEVELOPMENT (Penerbit UMK) written by NOOR HASMINI ABD GHANI and published by UMK PRESS. This book was released on 2022-07-05 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book deals with brand management in the context of consumer brand relationship (CBR) in strong brand building. Strong brand means a brand have higher brand equity in the mind of consumer. this book will provide simple reading in understanding the critical role of CBR as valuable source in developing higher customer based brand equity. The CBR is among of contemporary brand strategy which worth to explore and practice as CBR able to create significant brand culture that able to sustain the company's survival. Understanding and strengthening CBR becomes vital for brand managers and practitioners in nowadays, since it makes consumers loyal, enhance consumer's tolerance in case of failure of brands and stimulate consumers to spread the brand positively by word of mouth and increase brand equity. Particularly, the purpose of this book is to provide knowledge sharing concerning on the subject of brands versus product, what's mean by brand equity, the approach of strategic brand management in building brand equity, the role of CBR as critical factor or source of brand equity, as well as the sources of CBR building. Obviously, among of importance objective of this book is to provide practitioners (including SMEs), managers, researchers, academicians and students with the concepts, approaches ad techniques to improve and sustain the long-term profitability of the brands.