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José Leyva Brand personification through music as brand knowledge

Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (Pass with distinction), Jönköping International Business School, course: Consumer Behavior, language: English, abstract: Background.Previous research on the investigation of brand personality (BP) can be found to use the personification metaphor of brands through celebrities, occupations and animals. Brand image research aims to discover the human characteristics attached to a brand. In this regard, the author suggests that as music can tell much of the personality of a person, then it would be possible to know the personality of a brand through music.The rationale behind is that music elicits "extramusical" information, such as emotions, values, dress codes and stereotypes of people; in relation to musical-genres.Purpose.This research aims to explore how music can help to produce brand knowledge. In particular how the extramusical information conveyed by musical-genres can be used as language to talk about the personality of a brand.Methodology.The empirical research was developed within an Interpretive research paradigm to learn from the perspective of consumers of hip-hop music in Sweden, how brand knowledge can be obtained from music as cognitive schema (CS).The data was gathered using a mixed-method research design. Two different projective techniques were employed in group sessions. On one session (N=11), vi...

5052 РУБ



Jr. William F. Humphrey, Debra A. Laverie, Shannon B. Rinaldo Fostering Brand Community Through Social Media

This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.

4577 РУБ



Vedad Alihodzic Brand Identity Factors. Developing a Successful Islamic

Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: Distinction (D3), Edinburgh Napier University, language: English, abstract: The market for Islam-compliant products is getting highly important, due to the high impact of religious obligation on Muslim consumer behaviour. No research is conducted on the question on how to create brand identity from a Muslim perspective in order to attract Muslim consumers. Therefore, this research aims to find a set of brand identity factors which can be used to create brands which are perceived as Islamic. Based on relevant literature, eight factors were found to be relevant. This set of brand identity factors is verified through a mixed research approach. Interviews with experts on Islamic branding help to understand these brand identity factors from an expert point of view, whereas a survey verifies brand identity factors froma consumer perspective.Findings show that the tangible factor "Halal certificate" is the most important factor to perceive a brand as Islamic. Additionally, brand logo and brand name influence consumers' perceptions. Intangible factors, such as brand values, brand origin and brand relationship, are also found to be important. Findings also show thattestimonials and brand slogan are not highly important.Based on these findings, the Muslim Brand Identity Model has been developed which can be used to balance...

5114 РУБ



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Silviya Stamenova Using brand characters online to build an emotional connection with consumers and loyalty beyond immediate product consumption

Project Report from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 5.50, Anglia Ruskin University, language: English, abstract: The research addresses the question of how the usage of brand characters online builds an emotional connection with consumers and brand loyalty beyond immediate product consumption, which will be analyzed through the learnings from the success of the M&M's characters. This will be achieved through extensive research using both quantitative and qualitative methods and analysis. As an initial step, a top-line literature review has been done, with a specific end goal to pick up knowledge about the hypotheses behind the phenomenon of using brand characters online to build brand loyalty. This research requires the procurement of applicable information with respect to the importance and effect of using brand characters online.This project underlines the multifaceted nature of the construct of brand loyalty and the need for an emotional connection towards a brand keeping in mind the end goal to be brand loyal. Then, consequently, the dissertation will take brand loyalty as a general behavioral approach, and identify with the emotional connection specified above in the construct of brand connection. Thusly, it will recognize both approaches by demonstrating the difference between them being the time for which the customer will keep up a tight relationship with a brand. It will argue that b...

2002 РУБ



Bastian Bakeberg Online brand communities. Value creating capabilities of communities on Facebook

AbstractThis dissertation examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand community resources, to alleviate ties between members in the community and to establish consumer-brand-relationships. Through hermeneutic data analysis the following four value creating practices are discovered: 'exchanging brand narratives', 'celebrating brand love', 'support and information resource', and 'pressure valve for discontent'. The findings are drawn from qualitative interviews and netnographic observations of three Facebook brand Fan Pages. It is found that interaction among community members and engagement with the brand itself develop practices creating value on Fan Pages. Postmodern consumers want to be able to influence brands and also long for connections with other consumers; besides relationships are shaped by dialogue and interaction. Facebook Fan Pages offer means to achieve this and allow brands to become part of consumers´ lives. This study extends research on brand communities to the field of Social Networking and discovers insights helpful for marketing practitioners. The four detected practices create value and reconfirm findings of earlier studies on brand communities, but also add new insights by explaining how value is developed. The findings enh...

5527 РУБ



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Gary Nelson Wilkins The Personification of Change

Книга "The Personification of Change".

1477 РУБ



Marion Maguire Exploring customer attitudes on BMW

Master's Thesis from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (1.0), Hawai'i Pacific University, course: Professional Paper MBA, 20 entries in the bibliography, language: English, abstract: "Building a brand is both an art and a science. It is the strategic mix of focus and risk that gives a brand its meaning in people's lives (Dolan, 2003)". Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. Brand elements identify and differentiate the brand. However, many practicing managers refer to a brand as more than that. They define a brand in terms of having actually created a certain amount of awareness and reputation in the marketplace, which distinguishes a small brand from a big brand. Especially strong brands have a number of different types of intangible image associations that link customers emotionally to the brand. Prior research has explored differences in customer perception and evaluation of brands for example through investigating brand equity. More recent research has found out that customers differ not only in their perception of brands but also in how they relate to brands. This suggests that people sometimes even form a relationship with a specific brand (Aggarwal, 2004). Branding and brand-based differentiation are powerful means for creating and sustaining competitive advantage (Aggarwal, 2004)...

3789 РУБ



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San Jose Sharks (@sanjosesharks) • Фото и видео в Instagram

441.4 тыс. подписчиков, 118 подписок, 9176 публикаций — посмотрите в Instagram фото и видео San Jose Sharks (@sanjosesharks)

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See what Zulus (zulus777) has discovered on Pinterest, the world's biggest collection of ideas.


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Welcome to Manchester United – Jose Mourinho - Спорт - Mover.uz

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Стул с подлокотниками Jose - Mhliving

Интернет магазин дизайнерской мебели MHLIVING предлагает купить стул с подлокотниками jose с доставкой по Москве.

San Jose Sharks vs Los Angeles Kings | Mar.21, 2019 | Game ...

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Simon Ter-Ohanyan (@simont777) | Twitter

The latest Tweets from Simon Ter-Ohanyan (@simont777): "Henrikh Mkhitaryan credits Jose Mourinho for key tactical change vs Leicester ...

San Jose Sharks vs Anaheim Ducks | Mar.22, 2019 | Game ...

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Сан-Хосе Шаркс — Википедия

«Са́н-Хосе́ Шаркс» (англ. San Jose Sharks) — профессиональный хоккейный клуб, играющий в НХЛ (Национальная хоккейная лига). Клуб базируется в ...

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Discussion forum for Sidney Crosby 's fans (Pittsburgh Penguins, NHL). If you see inappropriate comments, then please report them by clicking the report abuse link aside the comment.

Live НХЛ 2018/2019 результаты, Хоккей США: …

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Victoria Homeier Consumer Perception of Internal Brand Extension

Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.

2064 РУБ



Anthony Twiner The Muncey Music Book - An Introduction to for Dancers

Many dancers, and indeed dance teachers, have missed out, through no fault of their own, on a sound basic knowledge of music and musical notation.'The Muncey Music Book' sets out to reduce that deficiency by explaining, in as simple a way as possible, the essential facts which can lead to an understanding of how music is notated and consequently how a composer intended his music to be played.

1077 РУБ



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Victor Zuckerkandl, Willard R. Trask Sound and Symbol, Volume 1. Music the External World

An approach to music as an instrument of philosophical inquiry, seeking not so much a philosophy of music as a philosophy through music.

6714 РУБ



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Majken Schultz Taking Brand Initiative. How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a companys brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the companys staff functions and provide a vision for competition and globalization.

2373.94 РУБ



Fotini Mastroianni The role of viral advertising in brand equity building

Bachelor Thesis from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, , language: English, abstract: This paper presents the role of viral marketing in building brand equity. There are many well known theories that are generally accepted regarding brand equity. Although these theories are quite old, they are still used in academic research. According to Keller (1993:39): "Brand equity is defined in terms of the marketing effects uniquely attributable to the brand". Aaker elaborated the brand equity dimensions, however, his theories do not explain what the direct causes of brand equity are. The present study is based on the existing theories on brand equity and viral marketing and provides new insights developed for the football players. There are limited research and theories on this case. The focus of the study will be on brand equity which is developed when the consumer knows the brand. The other dimensions of brand equity such as brand loyalty and perceived quality are created when the consumers know the brand. The present thesis, in particular, does not focus on the effects of brand equity but it is mostly concerned with brand awareness. This applies in case of football players and consequently, it results in a deeper comprehension on how important brand awareness is for the development of brand equity.The present thesis focuses on a relatively new topic which is word-of-mouth through the Int...

3314 РУБ



Irfan Ameer, Maryam Janvanmashmool, Amir Javanmashmool Brand Value Creation Through Stakeholders

In this modern era of marketing, brand management is the widely discussed topic and has proved its importance in the 21st century. In the past, brand value was mainly associated with the customers only. However, recent researchers identified its importance into non- customer areas. Brand equity and brand value terms are discussed with special emphases on their relation with the relevant stakeholders. The main idea behind this research is to reflect stakeholders' relations and their role in the brand value creation for the energy companies in Pakistan. For this purpose, we have used Richard Jones (2005) ―Stakeholder model of brand value‖ which shows that brand value is not only created by the customers but also by the all other relevant stakeholders.

9052 РУБ



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David Woodruff Herding Words. A Brand Copywriters Guide

Learn how to deliver on the brand promise and become a better copywriter through the art of authentic storytelling.Today's consumer tolerance for clutter -- baseless product pitches, poor or mistimed messaging, and fluff marketing speak -- has all but flatlined. Tired and frustrated with empty words, consumers have little time to waste on filtering marketing vapor to get to a brand's truth. And the fact is, if you won't tell them what they need to know about your brand upfront -- in a simple, honest, and informative way -- your competitors will be happy to step up.That's why every copywriter needs Herding Words: A Brand Copywriter's Guide by David R. Woodruff. Aimed at those responsible for crafting brand narrative, it elevates writers’ expertise as brand storytellers, inspiring them to go beyond features and benefits, get to the core truth about a brand's promise, then transform those insights into powerful brand narrative for print, digital, and web marketing communications.A smart, informative, and engaging book, Herding Words contains practical, prescriptive advice from an insider. Woodruff's personal, welcoming tone befriends the fellow copywriter and instructs them on how to boost their writing from good to great by way of diving much deeper into the discovery process about a brand.

2389 РУБ



Pradeep Kautish An Analytical Study on Perspectives of Brand Awareness and Its Impact upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations

Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, Maharshi Dyanand Saraswati University, Ajmer (Department of Management Studies), course: Marketing, language: English, abstract: Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer's evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.

5314 РУБ



John Morgan Michael Brand Against the Machine. How to Build Your Brand, Cut Through Marketing Noise, and Stand Out from Competition

Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why its important to take a stand and why its okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.

1648.02 РУБ



Vince Rogers Brand Smart

The 30 concise but powerful articles that comprise Brand Smart will provide you with all of the essential knowledge needed to build a successful branding strategy. Brand Smart will provide you with the tools and resources needed to build a first-class personal brand. It will also help you to develop a professional branding strategy that will elevate your organization high above the competition. The information found in Brand Smart will empower you with the basic knowledge that you need to build your brand, the advanced ideas that you need to gain a dominant brand presence and innovative concepts that will help you to rise above even the sharpest competition.

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