The Resource Handbook on brand and experience management, edited by Bernd Schmitt and David L. Rogers

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

Label
Handbook on brand and experience management
Title
Handbook on brand and experience management
Statement of responsibility
edited by Bernd Schmitt and David L. Rogers
Contributor
Subject
Genre
Language
eng
Summary
"This important Handbook explores new and emerging directions in both brand management research and practice and encompasses a diverse set of approaches. These include the latest academic research to offer new frameworks for understanding brand management. Contributors offer the researcher's perspective on current tools in practice by brand managers today and new research and conceptual frameworks for understanding and managing customer experiences. Recent empirical research and scale development in both brand and experience management and articles by practitioners involved in brand and experience management are presented and explored. The book's key focus is 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."--Jacket
Member of
Cataloging source
N$T
Illustrations
illustrations
Index
index present
LC call number
HF5415.13
LC item number
.H347 2008eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1970-
http://library.link/vocab/relatedWorkOrContributorName
  • Schmitt, Bernd
  • Rogers, David L.
Series statement
Elgar original reference
http://library.link/vocab/subjectName
  • Brand name products
  • Branding (Marketing)
  • BUSINESS & ECONOMICS
  • Brand name products
  • Branding (Marketing)
Label
Handbook on brand and experience management, edited by Bernd Schmitt and David L. Rogers
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Cover; Copyright; Contents; Contributors; Preface; PART I Concepts and frameworks of brand management; 1. Brand attachment and a strategic brand exemplar; 2. Brand permission: a conceptual and managerial framework; 3. When brands resonate; 4. Brand identity: the guiding star for successful brands; PART II Managerial concepts; 5. Brand investment and shareholder value; 6. Brand convergence; 7. Branding and design management; 8. Everybody's darling? The target groups of abrand; PART III Concepts and frameworks of experience management; 9. A framework for managing customer experiences
  • 10. Some issues concerning the concept of experiential marketing11. Embodied cognition, affordances and mind modularity: using cognitive science to present a theory of consumer experiences; PART IV Empirical studies and scales for brand and experience management; 12. The effects of incidental brand exposure on consumption; 13. Experiential attributes and consumer judgments; 14. A literature review of consumer-based brand scales; 15. The role of brand naming in branding strategies: insights and opportunities; PART V Practitioner perspectives
  • 16. Returns on brand investments: maximizing financial returns from brand strategy17. The challenge of the global brand; 18. Why does branding fail? Ten barriers to branding; 19. Building a B2B corporate brand; Index
Dimensions
unknown
Extent
1 online resource (x, 315 pages)
Form of item
online
Isbn
9781848446151
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Stock number
229548
System control number
  • (OCoLC)317955277
  • (OCoLC)ocn317955277
Label
Handbook on brand and experience management, edited by Bernd Schmitt and David L. Rogers
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Cover; Copyright; Contents; Contributors; Preface; PART I Concepts and frameworks of brand management; 1. Brand attachment and a strategic brand exemplar; 2. Brand permission: a conceptual and managerial framework; 3. When brands resonate; 4. Brand identity: the guiding star for successful brands; PART II Managerial concepts; 5. Brand investment and shareholder value; 6. Brand convergence; 7. Branding and design management; 8. Everybody's darling? The target groups of abrand; PART III Concepts and frameworks of experience management; 9. A framework for managing customer experiences
  • 10. Some issues concerning the concept of experiential marketing11. Embodied cognition, affordances and mind modularity: using cognitive science to present a theory of consumer experiences; PART IV Empirical studies and scales for brand and experience management; 12. The effects of incidental brand exposure on consumption; 13. Experiential attributes and consumer judgments; 14. A literature review of consumer-based brand scales; 15. The role of brand naming in branding strategies: insights and opportunities; PART V Practitioner perspectives
  • 16. Returns on brand investments: maximizing financial returns from brand strategy17. The challenge of the global brand; 18. Why does branding fail? Ten barriers to branding; 19. Building a B2B corporate brand; Index
Dimensions
unknown
Extent
1 online resource (x, 315 pages)
Form of item
online
Isbn
9781848446151
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Stock number
229548
System control number
  • (OCoLC)317955277
  • (OCoLC)ocn317955277

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