The Influence Of Culture On The Self Expressive Use Of Brands

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.

The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Contains classic and contemporary writings including some of the most provocative and influential contributions to the field from across the social sciences, thus representing the increasing interdisciplinary richness of research in consumer behavior.

Rapid advancement in information and communication technologies have led to interconnected and predominately online interactions in the current era. It is crucial for current organizations to adapt and integrate internet technologies to increase flexibility, effective services, and competitiveness. The Handbook of Research on the Evolution of IT and the Rise of E-Society is a pivotal reference source that provides vital research on the application of embedded and connected technology and its role in modern society. While highlighting topics such as information privacy, knowledge management, and social media, this publication explores the development and cultivation of e-community in organizations, as well as the methods of addressing interpersonal facilitation, user-friendly design, and mobile accessibility. This book is ideally designed for program developers, computer engineers, managers, business professionals, researchers, and graduate-level students seeking current research on the adoption and efficient usage, formation, and maintenance of internet and communication technology interaction.