By Bernd H. Schmitt, David L. Rogers
This significant guide explores new and rising instructions in either model administration examine and perform and features a diversified set of methods. those comprise the most recent educational learn to provide new frameworks for knowing model administration. individuals supply the researcher's standpoint on present instruments in perform by means of model managers this day and new examine and conceptual frameworks for figuring out and dealing with consumer reviews. contemporary empirical learn and scale improvement in either model and event administration and articles by way of practitioners concerned about model and event administration are awarded and explored. The book's key concentration is on sensible, managerial, and organizational top practices.
The participants include best advertising students and practitioners. They research key subject matters comparable to model attachment, model permission, and model that means; new contextual elements resembling electronic convergence, aim team multiplicity, and the increase of expertise economies; and new learn domain names reminiscent of empirical checks of client reports, incidental model publicity, and model naming.
Researchers within the parts of selling, enterprise, administration, sociology and psychology will locate this an attractive learn. For model practitioners and libraries this quantity may be a serious addition to their collections.
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Extra info for Handbook on brand and experience management
Yet, this distinction is only relevant if brand permission has its own, unique set of antecedents – and if these antecedents can be identiﬁed and brought under managerial control. 4 provides a schematic overview of the diﬀerent factors that are believed to inﬂuence brand permission. First, it is worth noting which factors are absent from this framework. In contrast to brand extension evaluations, brand permission is not directly dependent on consumers’ attitude towards the brand, the perceived ﬁt between the brand and the new strategy, the brand’s perceived resources, or the brand’s existing beneﬁt associations.
Fry, Joseph N. (1967), ‘Family branding and consumer brand choice’, Journal of Marketing Research, 4 (August), 237–47. 34 Concepts and frameworks of brand management Kahneman, Daniel and Dale T. Miller (1986), ‘Norm theory: comparing reality to its alternatives’, Psychological Review, 93(2), 136–53. Kahneman, Daniel and Shane Frederick (2002), ‘Representativeness revisited: attribute substitution in intuitive judgment’, in Thomas Gilovich, Dale Griﬃn and Daniel Kahneman (eds), Heuristics and Biases: The Psychology of Intuitive Judgment, New York: Cambridge University Press, pp.
3). This scanning process consists of a quick and unconscious comparison of the brand’s action to automatically activated comparison standards. These comparison standards are in essence speciﬁc norms that are constructed ad hoc and activated based on the distinguishing elements of both the brand and the novel strategy (Kahneman and Miller, 1986). These ad hoc norms can be thought of 26 Concepts and frameworks of brand management as a list of strategies that are permissible for a brand and a list of brand characteristics that are perceived as congruent with the novel strategy.