Communicating Brands in an Increasingly Complex
and Global Environment
Edited by Ruiz-Mafe Carla, Aldas-Manzano Joaquin & Veloutsou
Cleopatra
ISBN: 978-960-598-170-9, 204 pages
First published in
2017 by ATINER
Price:
Paperback: 50€ (It includes Shipping and Handling)
Electronic copy:
30€
Table of Contents
|
Communicating
Brands in an Increasingly Complex and Global Environment: An Introduction |
i |
|
|
Carla Ruiz-Mafe, Joaquin
Aldas-Manzano & Cleopatra Veloutsou |
|
|
|
Developing
and Managing Brand Relationships |
||
|
1. |
The Role of Consumer-Brand Experiences and Relationship in
Contributing to Brand Equity for Services Lai-cheung Leung |
3 |
|
2. |
Co-creation in the Media Sector: An Important Tool to Generate Business
for Communication Vehicle Brands Ana Flávia Hantt & Flávio
Régio Brambilla |
25 |
|
3. |
Place-based International Brand
Communications: An Exploratory Study of Managers' Views Nicolas Papadopoulos, Michel Rod, Jill Reid &
José I. Rojas-Méndez |
43 |
|
4. |
Relational Boycott Breno de Paula Andrade Cruz
& Delane Botelho |
57 |
|
5. |
Challenges in Complex B2B Multi-Brand Architectures. Aligning Brand
Portfolio Strategy and Brand Portfolio Management B2B Companies Waldemar Pfoertsch,
Aaron Leander Haußmann & Christian Peter
Schaefer |
67 |
|
User-Generated
Content in Social Media |
||
|
6. |
Social Influence and Customer Referral
Value Evangelos Xevelonakis |
89 |
|
7. |
Event as the Brand Ambassador of its Host
City: Analyzing the Social Media Exposure of Split Generated by Ultra Europe
Music Festival Petra Barisic |
99 |
|
8. |
Establishing Trust in Group-Buying Website
through Trust assurances: The Perspective of Elaboration Likehood
Model Mei-Ju Chen,
Chun-Der Chen & Ming Chuan |
111 |
|
Retailing,
Competitiveness and Internationalization |
||
|
9. |
Growing Concept in Retailing: Shopping
Malls in Istanbul between 2004-2014 Filiz Çakır Zeytinoğlu,
Mert Uydacı, Ebru Çağlayan Akay, Başak Değerli & Nevin Karabıyık Yerden |
127 |
|
10. |
U.S. Millennials’ Thrift Shopping and
Consumption: Interpretations using the Goal Framing Theory Jihyun Kim and Kendra Lapolla |
141 |
|
11. |
Enhancing Country Competitiveness for Investment: The Role of
Investment Promotion Agencies Nicolas Papadopoulos, Leila Hamzaoui-Essoussi & Alia El Banna |
145 |
|
12. |
The Uppsala Model of Internationalization:
A Critical Review Nicolas Papadopoulos, Daniel Gulanowski & Llynne Plante |
157 |
|
13. |
Surrogate Advertising in India: Promoting
Liquor and Tobacco Products in Disguise Ruchi Gupta |
169 |