Handbook on brand and experience management by Bernd H. Schmitt, David L. Rogers

By Bernd H. Schmitt, David L. Rogers

This significant instruction manual explores new and rising instructions in either model administration learn and perform and includes a various set of techniques. those contain the newest educational examine to supply new frameworks for figuring out model administration. individuals supply the researcher's viewpoint on present instruments in perform through model managers this day and new learn and conceptual frameworks for figuring out and coping with consumer studies. contemporary empirical study and scale improvement in either model and adventure administration and articles through practitioners taken with model and event administration are offered and explored. The book's key concentration is on sensible, managerial, and organizational top practices.

The members contain best advertising students and practitioners. They research key subject matters comparable to model attachment, model permission, and model that means; new contextual components akin to electronic convergence, goal team multiplicity, and the increase of expertise economies; and new examine domain names similar to empirical assessments of patron stories, incidental model publicity, and model naming.

Researchers within the components of selling, enterprise, administration, sociology and psychology will locate this an interesting learn. For model practitioners and libraries this quantity can be a severe addition to their collections.

Show description

By Bernd H. Schmitt, David L. Rogers

This significant instruction manual explores new and rising instructions in either model administration learn and perform and includes a various set of techniques. those contain the newest educational examine to supply new frameworks for figuring out model administration. individuals supply the researcher's viewpoint on present instruments in perform through model managers this day and new learn and conceptual frameworks for figuring out and coping with consumer studies. contemporary empirical study and scale improvement in either model and adventure administration and articles through practitioners taken with model and event administration are offered and explored. The book's key concentration is on sensible, managerial, and organizational top practices.

The members contain best advertising students and practitioners. They research key subject matters comparable to model attachment, model permission, and model that means; new contextual components akin to electronic convergence, goal team multiplicity, and the increase of expertise economies; and new examine domain names similar to empirical assessments of patron stories, incidental model publicity, and model naming.

Researchers within the components of selling, enterprise, administration, sociology and psychology will locate this an interesting learn. For model practitioners and libraries this quantity can be a severe addition to their collections.

Show description

Read Online or Download Handbook on brand and experience management PDF

Best marketing books

Design Matters: Packaging 01: An Essential Primer for Today's Competitive Market

The nuts and bolts of potent package deal design

The layout bar is at an all-time excessive for these courageous adequate to take part within the undefined. Today's designers has to be transparent on all of the steps essential to create paintings that stands proud in an more and more aggressive industry. regrettably, such a lot layout books basically specialise in style, colour, and format concerns. The layout concerns sequence takes a better process, permitting designers to profit not just how one can create paintings that's aesthetically attractive, but in addition strategy-driven and smart.

This publication specializes in constructing, growing and enforcing package deal designs, whereas others within the sequence dissect brochures, trademarks, courses, and letterhead structures. each one publication bargains all of the crucial info had to execute powerful designs in live performance with appealing and well-crafted examples, so readers can effectively hit the mark whenever.

AIDS and Business (Routledge Advances in Management and Business Studies)

The unfold of HIV/AIDS impacts companies in all sectors, all industries and all international locations. for corporations and enterprises in all places, the query is not any longer no matter if to do so on HIV/AIDS yet which activities to take. Complete with a magnificent assortment of complex historical past and study on HIV/AIDS and a foreword by Dr.

The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World

Leisure is now a $500 billion that reaches into each nook of human existence. The leisure advertising Revolution: Bringing the Moguls, the Media, and the Magic to the area profiles that undefined, from movie to print, song to topic parks—and indicates precisely how to define and succeed in your industry in modern-day insanely aggressive market.

Social Media Marketing: Strategien für Twitter, Facebook & Co.

Das Standardwerk zum Social Media advertising, nun in der vierten Auflage. Für die neue Auflage haben Corina Pahrmann und Wibke Ladwig das Buch komplett überarbeitet und aktualisiert. Es enthält nun noch mehr aktuelle Fallstudien aus dem deutschsprachigen Raum, Interviews mit deutschen Social Media Managern und top Practices für den Social Media-Alltag: Wie reagiert guy auf Kritik?

Extra info for Handbook on brand and experience management

Example text

The first point is rather straightforward. Brands should refrain from launching initiatives for which they are unlikely to receive permission and should instead try to tailor their strategies to consumers’ expectations. However, to implement this recommendation successfully, managers not only need to be able to measure brand permission (see the preceding section), but also need to be aware of consumers’ expectations. This implies a thorough understanding of the determinants of brand permission we discussed earlier, ranging from consumers’ brand perceptions and their personal relationship with the brand to expectations created in consumer communities and general cultural norms.

Two product categories are said to have a higher fit when the product classes are viewed as complements or substitutes and when the two products are perceived as requiring similar manufacturing abilities. , 1991) or, more generally, the fit between the extension category and any type of brand-specific association (Broniarczyk and Alba, 1994). For instance, Tide’s recent extension to stain removal pens (Tide to Go) fits the Tide brand because producing an effective stain removal pen requires similar abilities to those required when producing an effective laundry detergent.

We therefore propose a slightly altered conceptual framework based on Kahneman and Frederick’s (2002) distinction between automatic, effortless System I cognitive processes and conscious, more effortful System II processes. 1, we propose that consumers first generate an initial, intuitive response to the new brand extension using automatic, effortless System I processes. Consumers could engage in categorization-based affect transfer, as proposed by Boush and Loken (1991), but they could also rely on other automatic processes, such as inferring their liking of the extension from the ease with which they can process the extension (for example, Winkielman and Cacioppo, 2001).

Download PDF sample

Rated 4.16 of 5 – based on 14 votes