KI-Beratung Beta
Vor Ort
Merkzettel Warenkorb
Produktbild: Asia Branding

Asia Branding Connecting Brands, Consumers and Companies

61,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

This is an edited collection examining different elements of branding within the context of Asia. Written by experts, it provides insights into current applied research on the relationship between companies, brands and consumers across key Asian economies.

Beschreibung

This is an edited collection examining different elements of branding within the context of Asia. Written by experts, it provides insights into current applied research on the relationship between companies, brands and consumers across key Asian economies.

Produktdetails

Einband

Taschenbuch
Erscheinungsdatum

14.10.2016
Verlag Macmillan Education Elt
Seitenzahl

350

Produktdetails

Einband

Taschenbuch
Erscheinungsdatum

14.10.2016
Verlag Macmillan Education Elt
Seitenzahl

350
Maße (L/B/H)

23,4/15,6/2 cm
Gewicht

563 g
Auflage

1st ed. 2017
Sprache

Englisch
ISBN

978-1-137-48995-1
Herstelleradresse

Macmillan Education
Tiergartenstr. 17
69121 Heidelberg
DE

Email: ProductSafety@springernature.com

Noch keine Bewertungen vorhanden

Verfassen Sie die erste Bewertung zu diesem Artikel

Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.

Kundinnen und Kunden meinen

Bewertungen (0)
  • Produktbild: Asia Branding
  • 1. Introduction to Asia Branding: Connecting Brands, Consumers and Companies.- PART I: CONSUMER BASED BRAND PERSPECTIVES.- 2. Impact of Cultural Factors on Indian Consumers' Brand Preference.- 3. Chinese Female Purchasing Intension towards Cosmetic Brands.- 4. Social Media and Branding in Asia: Threats and Opportunities.- 5. Exploring Factors behind Brand Switching amongst Youngsters in Singapore: The Case of Smartphones.- 6. Consumer-Based Chain Restaurant Brand Equity: Insights from South Korea.- 7. Chinese Retailers' Use of Brand-Consumer Communications: Mobile Instant Messaging (MIM) in WeChat.- 8. Understanding Online Brand Relationship in Western Asia: The Case of Lebanon and Saudi Arabia.- 9. Social Benefit and Brand Commitment: The Mediating Role of Satisfaction and Brand Trust.- 10. Place Branding: Developing a Conceptual Framework for Place Image.- PART II: CORPORATE BRAND PERSPECTIVES.- 11. Role of Interactive Communications in Building Brand Relationships with Business Customers.- 12. Employee Brand Support, Transformational Leadership and Brand-Centred Training of Academic Staff in Business Schools.- 13. Corporate Sports Sponsorship: Exploring the Roles of Consumer Perception, Consumer Response and Sponsors' Brand Reputation – Evidence from Malaysia.- 14. The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam.- 15. Revisiting the Relationships between Brand Performance, Brand Image and Customer Loyalty: Findings from the Air Compressor Industry in Malaysia.- PART III: CASE STUDIES.- 16. The Rise of an Emerging Brand in the Mobile Landscape: A Case Study of Samsung Galaxy.- 17. Understanding Consumers' Brands Experience in Japan: A Case Study of Lexus.- 18. Branding, Innovation and Technology: A Case Study of Nestle and ALW in India.- 19. A Case Study of the Successful Branding Story of Xi'an Jiaotong-Liverpool University: A Holistic Marketing Perspective.- 20. Conclusion to Asia Branding: Connecting Brands, Consumers and Companies.