LEADER 03238cmm 2200217 a 450

001 289880

008 170920s2018 pau fob 00a 0 eng d

020 $a9781522529224 (ebook)

020 $a9781522529217 (hardcover)

035 $a00338924

050 4$aHF5415.1255$b.D75 2018e

082 04$a658.8/27$223

090 $aE-BOOK/658.827///UE032543

245 00$aDriving customer appeal through the use of emotional branding$h[electronic resource] /$cRuchi Garg ... [et al.], editors.

260 $aHershey, Pennsylvania :$bIGI Global,$c2018.

300 $a1 online resource (xviii, 366 p.)

490 1 $aAdvances in marketing, customer relationship management, and e-services (AMCRMES) book series

504 $aIncludes bibliographical references and index.

505 0 $aSection 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelg醀nger brand image: the darker side to emotional branding.

506 $aRestricted to subscribers or individual electronic text purchasers.

520 3 $a"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"--$cProvided by publisher.

650 0$aBranding (Marketing)$xPsychological aspects.$3433368

650 0$aBrand name products$xPsychological aspects.$3433369

650 0$aProduct management$xPsychological aspects.$3520864

700 1 $aGarg, Ruchi,$d1985-$3520863

830 0$aAdvances in marketing, customer relationship management, and e-services (AMCRMES) book series.$3478044

856 40$uhttps://erm.library.ntpu.edu.tw/login?url=http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2921-7$z線上閱讀(IGI Global)

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