Handbook on Brand and Experience Management

Inbunden, Engelska, 2008

Del i serien Research Handbooks in Business and Management series

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Beskrivning

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.The contributors comprise top marketing scholars and practitioners. They examine key topics such as brand attachment, brand permission, and brand meaning; new contextual factors such as digital convergence, target group multiplicity, and the rise of experience economies; and new research domains such as empirical tests of consumer experiences, incidental brand exposure, and brand naming. Researchers in the areas of marketing, business, management, sociology and psychology will find this an engaging read. For brand practitioners and libraries this volume will be a critical addition to their collections.

Produktinformation

Utgivningsdatum:2008-12-28
Mått:169 x 244 x undefined mm
Format:Inbunden
Språk:Engelska
Serie:Research Handbooks in Business and Management series
Förlag:Edward Elgar Publishing Ltd
ISBN:9781847200075

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Edited by Bernd H. Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School and Executive Director, Center on Global Brand Leadership and David L. Rogers, Director, Center on Global Brand Leadership, Columbia Business School, US

Innehållsförteckning

Contents:PrefacePART I: CONCEPTS AND FRAMEWORKS OF BRAND MANAGEMENT1. Brand Attachment and a Strategic Brand ExemplarC. Whan Park, Deborah J. MacInnis and Joseph Priester2. Brand Permission: A Conceptual and Managerial FrameworkTom Meyvis and Ravi Dhar3. When Brands ResonateSusan Fournier, Michael R. Solomon and Basil G. Englis4. Brand Identity: The Guiding Star for Successful BrandsFranz-Rudolf EschPART II: MANAGERIAL CONCEPTS5. Brand Investment and Shareholder ValueDonald Sexton6. Brand ConvergenceDae Ryun Chang7. Branding and Design ManagementJordi Montaña, Francisco Guzmán and Isa Moll8. Everybody’s Darling? The Target Groups of a BrandAnton Meyer, Benjamin Brudler and Christian BlümelhuberPART III: CONCEPTS AND FRAMEWORKS OF EXPERIENCE MANAGEMENT9. A Framework for Managing Customer ExperiencesBernd H. Schmitt10. Some Issues Concerning the Concept of Experiential MarketingRajagopal Raghunathan11. Embodied Cognition, Affordances and Mind Modularity: Using Cognitive Science to Present a Theory of Consumer ExperiencesJ. Josko BrakusPART IV: EMPIRICAL STUDIES AND SCALES FOR BRAND AND EXPERIENCE MANAGEMENT12. The Effects of Incidental Brand Exposure on ConsumptionRosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons13. Experiential Attributes and Consumer JudgmentsJ. Josko Brakus, Bernd H. Schmitt and Shi Zhang14. A Literature Review of Consumer-Based Brand ScalesLia Zarantonello15. The Role of Brand Naming in Branding Strategies: Insights and OpportunitiesSanjay Sood and Shi ZhangPART V: PRACTITIONER PERSPECTIVES16. Returns on Brand Investments: Maximizing Financial Returns from Brand StrategyJoanna Seddon17. The Challenges of the Global BrandHayes Roth18. Why Does Branding Fail? Ten Barriers to BrandingNoriyuki Nakai19. Building a B2B Corporate BrandDavid L. RogersIndex