Global Branding: Breakthroughs in Research and Practice, 1st Edition

  • Published By: Business Science Reference
  • ISBN-10: 1522592830
  • ISBN-13: 9781522592839
  • DDC: 658.8
  • 969 Pages | eBook
  • Original Copyright 2020 | Published/Released December 2019
  • This publication's content originally published in print form: 2020

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To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. This title provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Associate Editors.
Editorial Advisory Board.
List of Contributors.
Table of Contents.
1: Brand Equity.
2: Defining the Concept of Brand Equity with Radical Transparency.
3: Increasing the Brand Equity of Private Label Brands.
4: Multi-Sensory Fashion Retail Experiences: The Impact of Sound, Smell, Sight and Touch on Consumer Based Brand Equity.
5: The Impact of Integrated Marketing Communications on Hotel Brand Equity: Does National Culture Matter?.
6: Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market.
7: Brand Loyalty.
8: E-Satisfaction and E-Loyalty: Two Main Consequences of Online Buying Attributes.
9: Relationship Marketing as a Mediating Role Between Brand Image and Customer Loyalty in B2B Markets: Evidence from a Manufacturing Company.
10: Apps in Hospitality and Tourism: Conceptualization of Branded Apps in Building Traveler Satisfaction and Loyalty.
11: Determinants of Attitudinal Loyalty in Retail Banking: Evidence from Nigeria.
12: Brand Management and Customer Engagement.
13: Consumer Relationships with Brands.
14: How to Drive Brand Communication in Virtual Settings: An Analytical Approach Based on Digital Data (Consumer Brand Alignment and Social Engagement).
15: Managing Integrated Brand Communication Strategies in the Online Era: New Marketing Frontiers for Luxury Goods.
16: Choice of National Brand vs. Private Label “Me-Too” New Products in a Multicultural Context: Understanding Consumer Innovativeness.
17: Brand Positioning Practices in Services Sector: A Study of Banking Brands.
18: Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry.
19: Importance and Role of Retail Brands in a Non-Food Market: A Case Study of DIY Retailing in Spain.
20: Managing Brand Portfolio in a Crisis: The Case of a Pharmaceutical Company in Egypt.
21: An Empirical Study to Find the Road-Map for Understanding Online Buying Practices of Indian Youths.
22: Brand Preference and Buying Behavior.
23: Consumer Acculturation and Implications for Brand Preferences.
24: Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period.
25: Factors Influencing the Buying Behavior of Female Consumers with Reference to Top Three Brands of Make-Up Cosmetics in Pune City.
26: Brand Trust and Reputation Management.
27: Differences and Similarities: Brand Trust Offline and Online.