Lynn R. Kahle - Böcker

The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book.Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.

The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.

The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.

This book approaches the concept of lifestyle from a contemporary scholarly perspective, and subjects it to rigorous theoretical and conceptual standards from an integrated, applied psychological point of view. Marketplace Lifestyles in an Age of Social Media is exceptionally current, demonstrating how recent trends and developments in social media reflect the importance of lifestyle research in marketing. Numerous examples, illustrations, and comprehensive references are provided, making this volume the best single resource for scholars, students, and marketing experts in this important area of marketing theory and practice.

With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.

With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.

What makes consumers behave as they do?Just as demographics examine the “who” of consumer behavior, psychographics examine the “why”. Psychographics show the motivations that people have in regard to purchasing products and choosing a lifestyle. The measurement approaches of psychographics utilize a combination of the personality, social value, and demographic variables. Cross-National Consumer Psychographics demonstrates that as communication and interactions between different parts of the world increase, marketing practitioners and educators will benefit by continuing to employ psychographic segmentation as a fundamental teaching and marketing tool. Examining consumer behavior with Cross-National Consumer Psychographics will bring you an improved understanding of the political and economic ties between communities and citizens, and will facilitate improved market understanding, segmentation, and communication.Cross-National Consumer Psychographics explores important marketing topics like:the role of psychographics and values in international marketing cross-cultural consumer information processing styles the relationship between independent and interdependent self-concepts and reasons for purchase the internationally recognized List of Values (LOV)and specific case studies including: the values of American and Japanese mothers (using the LOV) means-end analyses of fish consumption in Denmark and France effects of the change of sovereignty on consumer preferences in Hong KongCross-National Consumer Psychographics provides data from several applications of the List of Values (LOV) coming from various parts of the globe, showing the implications of particular cultures upon consumerism. Through this unique book, you will discover how countries and consumer groups can be segmented and approached based on their social values to help you develop more effective marketing strategies for your products.

What makes consumers behave as they do?Just as demographics examine the “who” of consumer behavior, psychographics examine the “why”. Psychographics show the motivations that people have in regard to purchasing products and choosing a lifestyle. The measurement approaches of psychographics utilize a combination of the personality, social value, and demographic variables. Cross-National Consumer Psychographics demonstrates that as communication and interactions between different parts of the world increase, marketing practitioners and educators will benefit by continuing to employ psychographic segmentation as a fundamental teaching and marketing tool. Examining consumer behavior with Cross-National Consumer Psychographics will bring you an improved understanding of the political and economic ties between communities and citizens, and will facilitate improved market understanding, segmentation, and communication.Cross-National Consumer Psychographics explores important marketing topics like:the role of psychographics and values in international marketing cross-cultural consumer information processing styles the relationship between independent and interdependent self-concepts and reasons for purchase the internationally recognized List of Values (LOV)and specific case studies including: the values of American and Japanese mothers (using the LOV) means-end analyses of fish consumption in Denmark and France effects of the change of sovereignty on consumer preferences in Hong KongCross-National Consumer Psychographics provides data from several applications of the List of Values (LOV) coming from various parts of the globe, showing the implications of particular cultures upon consumerism. Through this unique book, you will discover how countries and consumer groups can be segmented and approached based on their social values to help you develop more effective marketing strategies for your products.

Explore Internet marketing from cross-cultural and cross-national perspectives! This book examines cutting-edge theory and practice on Internet marketing, putting the latest research on the best ways to exploit this interactive advertising medium in your hands. In Internet Applications in Euromarketing, scholars from Europe and the United States examine essential facets of Internet use, both as a means of product promotion and as a facilitator of consumers? purchasing decisions. Internet Applications in Euromarketing considers the effectiveness of combining Web advertising with traditional media, looks at ways to make banner ads pay off, highlights techniques for reaching older consumers via the Internet, shows how to take advantage of online word-of-mouth advertising, and more! The handy charts and tables in this well-referenced book make important points of information easy to access and understand. Internet Applications in Euromarketing looks in-depth at what works and what doesn?t, addressing the questions on marketers? minds (and some that many haven?t thought of yet), including:Where is a company?s marketing money best spent?what are the media effects for Internet exposure vs. television and print? Is it useful to mention a price, a rebate, or a gift to encourage the Internet user to move from the banner?s host site to the brand?s site? What are the Internet habits and preferences of seniors, and what are the best ways to reach them? Are banner ads that are disguised as messages from the user?s operating system more effective than those that simply appear as advertising? How can we generate word-of-mouth Internet communication?via e-mail, newsgroups, bulletin boards, chat rooms, etc.?and establish credibility? What are the advantages of online discussions over traditional focus groups?

Explore Internet marketing from cross-cultural and cross-national perspectives! This book examines cutting-edge theory and practice on Internet marketing, putting the latest research on the best ways to exploit this interactive advertising medium in your hands. In Internet Applications in Euromarketing, scholars from Europe and the United States examine essential facets of Internet use, both as a means of product promotion and as a facilitator of consumers? purchasing decisions. Internet Applications in Euromarketing considers the effectiveness of combining Web advertising with traditional media, looks at ways to make banner ads pay off, highlights techniques for reaching older consumers via the Internet, shows how to take advantage of online word-of-mouth advertising, and more! The handy charts and tables in this well-referenced book make important points of information easy to access and understand. Internet Applications in Euromarketing looks in-depth at what works and what doesn?t, addressing the questions on marketers? minds (and some that many haven?t thought of yet), including:Where is a company?s marketing money best spent?what are the media effects for Internet exposure vs. television and print? Is it useful to mention a price, a rebate, or a gift to encourage the Internet user to move from the banner?s host site to the brand?s site? What are the Internet habits and preferences of seniors, and what are the best ways to reach them? Are banner ads that are disguised as messages from the user?s operating system more effective than those that simply appear as advertising? How can we generate word-of-mouth Internet communication?via e-mail, newsgroups, bulletin boards, chat rooms, etc.?and establish credibility? What are the advantages of online discussions over traditional focus groups?

Be prepared for the future of international marketing!The future of your business depends on your ability to anticipate changes and developments in consumer behavior. Euromarketing and the Future helps you chart a course for success through the diverse and challenging European markets, presenting research and theory on where they’ve been, where they’re going, and what’s likely to happen when they get there. This unique book doesn’t use tarot cards, fortune tellers or a crystal balljust an international panel of business scholars who draw on their extensive experience to help you develop effective management and marketing plans for the years to come.Euromarketing and the Future examines European marketing systems of the past and present to forecast Europe’s likely role in the global economy. The book addresses e-commerce and the Internet as they relate to Europe; privatization and the move toward a market economy in Eastern Europe; the effect of global politics on marketing; Delphi research on possible scenarios that could play out over the next few decades; and how the outlook of consumers (optimistic or pessimistic) can affect the market’s future.Euromarketing and the Future includes:a political-economic look at the implications of European unification on the last 50 years to make some predictions for the next 50 content analysis of international Web sites that encourage cross-border sales a survey of small retail business managers in Romania on what the influx of large foreign retail chains means to their futures a global paradigm marketing model that illustrates consumer/citizen, institutional, and macro-environmental interdependencies global product and marketing strategies for globalising ICT companies and much more!No one can predict the future. But through thoughtful analysis and examination of major political and economic developments in Western and Eastern Europe, Euromarketing and the Future gives you the head start you need to prepare your business for the likely changes in consumer behavior and marketing that lie ahead.

This book showcases papers presented at the annual Advertising and Consumer Psychology Conference. The contributors -- active scholars with both practitioner and academic backgrounds -- share an interest in the general area of psychographics, values, and lifestyle in advertising. The interdisciplinary and international mix of authors bring a diverse perspective to this volume, which is divided into four nonorthogonal sections. The first section deals with theoretical and conceptual issues in advertising research, while the second section presents chapters devoted to improving methodology. The final two sections illustrate how value, lifestyle, and psychographic research have been used to understand differences among people. The first of these final two sections emphasizes differences among people at different times (commonly called trend research), and the second emphasizes differences among people across national boundaries.Collectively, these chapters illustrate how practical state-of-the-art research in values, lifestyles, and psychographics can be. Thoughtful consideration of values, lifestyles, and psychographics as they are manifested in quality research can improve advertising and marketing practice, and can help the business community deliver products and services that are more in line with consumers' needs.

Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area.It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments.Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including:sponsorship from several different perspectives--the major force in sports marketing;ambush marketing--how non-sponsors seek to reap the benefits without paying the price; andlicensing--using the sale of items, such as T-shirts to increase profit and marketing.

The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book.Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.

Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area.It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments.Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including:sponsorship from several different perspectives--the major force in sports marketing;ambush marketing--how non-sponsors seek to reap the benefits without paying the price; andlicensing--using the sale of items, such as T-shirts to increase profit and marketing.

This book approaches the concept of lifestyle from a contemporary scholarly perspective, and subjects it to rigorous theoretical and conceptual standards from an integrated, applied psychological point of view. Marketplace Lifestyles in an Age of Social Media is exceptionally current, demonstrating how recent trends and developments in social media reflect the importance of lifestyle research in marketing. Numerous examples, illustrations, and comprehensive references are provided, making this volume the best single resource for scholars, students, and marketing experts in this important area of marketing theory and practice.

Social values are central to people’s lives, guiding behaviors, and judgments, and defining who we are. This book advances understanding of consumer social values and their roles in the global marketplace by refining and directing existing knowledge of consumer behaviors.With a diverse set of contributors from different parts of the world, this engaging collection provides a unique examination of social values through cross-cultural research. It incorporates input from researchers with varying academic backgrounds from marketing to psychology and philosophy, and also focuses on a range of methodological approaches including surveys, ethnography, interviews, semantic analysis, and neuroscience. The book introduces innovative concepts and provides comprehensive coverage of several specialized areas, to offer an important contribution to values research and discussion. Key topics include values and choice; means-end chains; relations among goals; motives; religion and personality; value measurement and values related to specific services and industries. Consumer Social Values is an essential resource for scholars, students, and practitioners of consumer psychology and marketing communications.

Social values are central to people’s lives, guiding behaviors, and judgments, and defining who we are. This book advances understanding of consumer social values and their roles in the global marketplace by refining and directing existing knowledge of consumer behaviors.With a diverse set of contributors from different parts of the world, this engaging collection provides a unique examination of social values through cross-cultural research. It incorporates input from researchers with varying academic backgrounds from marketing to psychology and philosophy, and also focuses on a range of methodological approaches including surveys, ethnography, interviews, semantic analysis, and neuroscience. The book introduces innovative concepts and provides comprehensive coverage of several specialized areas, to offer an important contribution to values research and discussion. Key topics include values and choice; means-end chains; relations among goals; motives; religion and personality; value measurement and values related to specific services and industries. Consumer Social Values is an essential resource for scholars, students, and practitioners of consumer psychology and marketing communications.

This book showcases papers presented at the annual Advertising and Consumer Psychology Conference. The contributors -- active scholars with both practitioner and academic backgrounds -- share an interest in the general area of psychographics, values, and lifestyle in advertising. The interdisciplinary and international mix of authors bring a diverse perspective to this volume, which is divided into four nonorthogonal sections. The first section deals with theoretical and conceptual issues in advertising research, while the second section presents chapters devoted to improving methodology. The final two sections illustrate how value, lifestyle, and psychographic research have been used to understand differences among people. The first of these final two sections emphasizes differences among people at different times (commonly called trend research), and the second emphasizes differences among people across national boundaries.Collectively, these chapters illustrate how practical state-of-the-art research in values, lifestyles, and psychographics can be. Thoughtful consideration of values, lifestyles, and psychographics as they are manifested in quality research can improve advertising and marketing practice, and can help the business community deliver products and services that are more in line with consumers' needs.