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Produktbild: Asia Branding

Asia Branding Connecting Brands, Consumers and Companies

61,99 €

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

14.10.2016

Verlag

Macmillan Education Elt

Seitenzahl

350

Maße (L/B/H)

23,4/15,6/2 cm

Gewicht

559 g

Auflage

1st ed. 2017

Sprache

Englisch

ISBN

978-1-137-48995-1

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

14.10.2016

Verlag

Macmillan Education Elt

Seitenzahl

350

Maße (L/B/H)

23,4/15,6/2 cm

Gewicht

559 g

Auflage

1st ed. 2017

Sprache

Englisch

ISBN

978-1-137-48995-1

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • 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.