"This book includes a collection of articles focusing on the widely-observed fandom phenomenon existing in contemporary consumer culture from multi-discipline perspective. It explores the characteristics fandom and the impact of fandom on any human activities, especially in bran…
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Will control your brand relationship, there's only way to win: help them do it. The Opt-Out Effect shows you how. Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand managem…
Handbook of research on identity theory in marketing
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Type: Book
Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance …
"Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance…
"Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance…
Firm-established brand communities enable companies to increase the brand loyalty and word-of-mouth communication of their customers. Furthermore they represent an adequate organisational form for companies to integrate consumers into their innovation processes. Philipp Wiegandt…
Firm-established brand communities enable companies to increase the brand loyalty and word-of-mouth communication of their customers. Furthermore they represent an adequate organisational form for companies to integrate consumers into their innovation processes. Philipp Wiegandt…
Credit scoring can be influenced by the credit history of a customer, among other elements that contribute to granting loan decisions. Loan prediction for defaulters in advance can support the financial organizations in undertaking pre-emptive measures to evade granting loans to…
This thesis is a comprehensive study of the youth wings of the major political parties between the wars. It examines the Conservative Party’s Junior Imperial League, the Labour Party’s League of Youth, the Liberal Party’s National League of Young Liberals, and the Communist Part…
The concept of ‘customer experience’ has evolved as an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept has received during the last few years, the explanation of customer experiences have remained vague and…