Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for students researching the marketing industry.

Table of Contents

• About the Editors
• Editor-in-Chief
• Associate Editors
• Editorial Advisory Board
• Preface
• Section 1: Fundamental Concepts and Theories
• Chapter 1: A Review of Psycho- vs. Socio-Linguistics Theories
• ABSTRACT
• INTRODUCTION
• LANGUAGE AND CULTURAL IDENTITY IN INFORMATION-PROCESSING
• THE PSYCHOLINGUISTIC PERSPECTIVE
• THE SOCIOLINGUISTIC PERSPECTIVE
• CONCLUSION
• FUTURE RESEARCH DIRECTIONS
• ACKNOWLEDGMENT
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 2: Online Branding and Marketing
• ABSTRACT
• INTRODUCTION
• E-COMMERCE EXPERIENCE THROUGH E-BRANDING AND MULTIMODALITY
• E-MARKETING THROUGH SOCIAL MEDIA AND MULTIMODALITY
• METHODOLOGY
• FINDINGS AND ANALYSIS
• DISCUSSION
• CONCLUSION
• REFERENCES
• Chapter 3: Rhetoric of Seduction
• ABSTRACT
• INTRODUCTION
• SEDUCTION IN ADVERTISING: RHETORICAL AND SYMBOLIC MESSAGES
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 4: A Theoretical Approach for Sustainable Communication in City Branding
• ABSTRACT
• INTRODUCTION
• A HISTORICAL SNAPSHOT OF THE “CITY BRANDING” CONCEPT
• IMPACT OF CITY IMAGE ON CITY BRANDING: HALO EFFECT
• SUSTAINABLE COMMUNICATION FOR SUCCESSFUL CITY BRANDING
• A NEW APPROACH: MULTILATERAL SYMMETRICAL COMMUNICATION MODEL OF CITY BRANDING
• SOLUTIONS AND RECOMMENDATION
• FURTHER RESEARCH DIRECTIONS
• CONCLUSION AND DISCUSSIONS
• REFERENCES
• Chapter 5: Subliminal Advertising and its Ethical Dimensions in the Social Media Age
• ABSTRACT
• INTRODUCTION
• SUBLIMINAL STIMULI AND SUBLIMINAL PERCEPTION
• A BRIEF HISTORY OF THE FIRST SUBLIMINAL ADVERTISING
• SUBLIMINAL ADVERTISING
• THE METHODS OF SUBLIMINAL PERSUASION
• THE EFFECT OF SUBLIMINAL ADVERTISING ON CONSUMER BEHAVIOR: INDEED, THE QUESTION IS “WILL THEY BUY IT?”
• THE UNETHICAL ISSUES OF SUBLIMINAL ADVERTISING
• ETHICAL PRINCIPLES OF SUBLIMINAL ADVERTISING
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 6: A Psychological Perspective on City Brand Positioning
• ABSTRACT
• INTRODUCTION
• DEMOCRATIZING THE CITY BRAND
• THE DISSONANCE BETWEEN MEGA-EVENTS AND SHARED NARRATIVES: SHANGHAI AND ISTANBUL
• SYNTHESIS
• CONCLUSION
• RECOMMENDATIONS FOR FUTURE RESEARCH
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Section 2: Development and Design Methodologies
• Chapter 7: Behavioural Targeting in the Mobile Ecosystem
• ABSTRACT
• INTRODUCTION
• THE VALUE OF PERSONAL INFORMATION AS AN INTANGIBLE ASSET
• THE BEHAVIOURAL ADVERTISING ECOSYSTEM
• BEHAVIOURAL TARGETING IN A MOBILE CONTEXT
• CONCLUSION
• ACKNOWLEDGMENT
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 8: A Classification of Branded Entertainment Based on Psychological Levels of Processing
• ABSTRACT
• 1. INTRODUCTION
• 2. THEORETICAL BACKGROUND
• 3. A CLASSIFICATION OF BRANDED ENTERTAINMENT BASED ON PSYCHOLOGICAL LEVELS OF PROCESSING
• 4. CONCLUSION
• 5. FUTURE RESEARCH DIRECTIONS
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 9: E-Literary Text and New Media Paratexts
• ABSTRACT
• INTRODUCTION
• TOWARD NEW FORMS OF E-LITERATURE
• DIGITAL TEXT AND PARATEXTS
• NEW MEDIA PARATEXTS AT WORK
• THE PLAY OF VERBAL AND NON-VERBAL SIGNIFIERS
• ON THE DIGITAL TANGIBLE
• CONCLUSION
• REFERENCES
• Chapter 10: Urban Design and the Entrepreneurial City
• ABSTRACT
• INTRODUCTION
• THE RISE OF [PLACE] BRANDING
• PART ONE: SITUATING BRANDING IN THEORY
• PART TWO: BRANDING ANALYSIS AND METHODS OF INVESTIGATION
• CONCLUSION
• REFERENCES
• Chapter 11: Integrating Big Data Analytics into Advertising Curriculum
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• MAIN FOCUS OF THE CHAPTER
• SOLUTIONS AND RECOMMENDATIONS
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 12: Social Media and Its Implications for Marketing Communications
• ABSTRACT
• INTRODUCTION AND CONTEXT
• THEORETICAL FRAMEWORKS AND FOUNDATIONS
• SOCIAL MEDIA AND BRAND COMMUNITY
• SOCIAL MEDIA AND CUSTOMER EXPERIENCE
• SOCIAL MEDIA AND CUSTOMER RETENTION
• MANAGERIAL IMPLICATIONS AND CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 13: Whose City Is It Anyway?
• ABSTRACT
• INTRODUCTION
• STUDY CONTEXT
• THEORETICAL FRAMEWORK AND LITERATURE REVIEW
• CITY BRANDING AT A GLOBAL SCALE
• REGIONAL CONTEXT: SOME AFRICAN EXPERIENCES IN CITY BRANDING
• THE LOCAL CONTEXT: HARARE'S CITY BRANDING STORY
• DISCUSSION, POLICY OPTIONS AND PRACTICAL IMPLICATIONS
• CONCLUSION AND POLICY DIRECTIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 14: Exploring the Secret of Successful University Brands
• ABSTRACT
• INTRODUCTION
• LITERATURE REVIEW
• SUCCESSFUL BRANDS
• UNIVERSITY BRANDING
• HE INSTITUTIONS AS CORPORATE BRANDS
• EXPLORING SUCCESSFUL UNIVERSITY BRANDS
• METHODOLOGY
• FINDINGS
• DISCUSSION OF THE ‘BRAND STRENGTH INDEX’ (BSI)
• AN ABSOLUTE MEASURE OF UNIVERSITY SUCCESS? A COMPARISON BETWEEN EXTERNAL LEAGUE TABLES OF UK UNIVERSITIES AND IDENTIFIED SUCCESSFUL BRANDS
• THE ESSENCE OF THE SUCCESSFUL BRAND EXPLORED: LATEST THINKING
• CONCLUSION
• FURTHER RESEARCH
• MANAGERIAL IMPLICATIONS
• REFERENCES
• Chapter 15: An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• AN ATTEMPT OF CFPSS BASED ON IMAGE RHETORIC
• SOLUTIONS AND RECOMMENDATIONS
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• ACKNOWLEDGMENT
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 16: Branding Ideas for the Tokyo Olympics 2020
• ABSTRACT
• INTRODUCTION
• METHODOLOGY
• PROPOSED BRANDING DIRECTION 1: TRENDSETTING
• PROPOSED BRANDING DIRECTION 2: EMOTIONAL CONNECTION
• PROPOSED BRANDING DIRECTION 3: DIVERSITY
• PROPOSED BRANDING DIRECTION 4: REDEFINE PERCEPTION
• PROPOSED BRANDING DIRECTION 5: GLOBAL CITIZENSHIP
• CONCLUSION
• FUTURE RESEARCH DIRECTIONS
• REFERENCES
• Chapter 17: Be Stronger Together
• ABSTRACT
• INTRODUCTION
• A CASE FOR COMPONENT BRANDING FOR SPORTS GOODS
• THEORETICAL BACKGROUND
• REQUIREMENT FOR A FRAMEWORK TO EXPLAIN COMPONENT BRANDING
• COMPONENT BRANDING TO INCREASE CONSUMER ACCEPTANCE
• A FIVE STEP APPROACH
• CONCLUSION
• FUTURE RESEARCH DIRECTIONS
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 18: A Framework for CRM
• ABSTRACT
• INTRODUCTION
• DEFINING CRM FROM DIFFERENT PERSPECTIVES
• WHAT CRM IS NOT
• CRM IMPLEMENTATION FRAMEWORK
• BENEFITS OF IMPLEMENTING CRM
• ARCHITECTURE OF CRM ECOSYSTEM
• CUSTOMER MANAGEMENT TECHNOLOGIES
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 19: Corporate Advertising at the Age of Social Media
• ABSTRACT
• INTRODUCTION
• 1. THE TERM OF CORPORATE ADVERTISING
• 2. SOCIAL MEDIA
• 3. SOCIAL MEDIA AND CORPORATE ADVERTISING
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 20: Touring Pittsburgh's Glocal Narratives
• ABSTRACT
• INTRODUCTION
• UNDERSTANDING GLOCAL
• GLOCAL IN THE CITY
• RISE OF GLOCAL IN SOCIAL MEDIA
• CASE STUDY: PITTSBURGH, PA
• METHODOLOGY
• GLOBAL HERITAGES AND THE BIG STEEL STORY
• WAVING THE TERRIBLE (FLAGSHIP) TOWEL
• WELCOMING PITTSBURGH
• DISCUSSION OF PITTSBURGH'S GLOCAL IDENTITY
• LEVERAGING GLOCAL NARRATIVES FOR INTERNATIONAL AUDIENCES
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 21: Customer-Centric Marketing in the European Union from a Legal Perspective
• ABSTRACT
• INTRODUCTION
• RELATIONSHIP MARKETING IN THE INTERNAL MARKET FROM A LEGAL STANDPOINT
• THE LIMITS OF LEGITIMACY FOR RELATIONSHIP MARKETING
• CAUSE-RELATED MARKETING IN THE INTERNAL MARKET FROM A LEGAL STANDPOINT
• CONCLUSION AND RECOMMENDATIONS
• FUTURE RESEARCH DIRECTIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 22: Analytics Overuse in Advertising and Promotion Budget Forecasting
• ABSTRACT
• INTRODUCTION
• LITERATURE OVERVIEW
• THEORY
• METHOD AND MATERIALS
• STUDY 1
• RESULTS
• STUDY 2
• RESULTS
• SENSITIVITY ANALYSES
• DISCUSSION
• LIMITATIONS
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 23: The Integration of Entertainment and Advertising
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• ADVERTAINMENT ON THREE LEVELS
• THE DIFFERENCES AND SIMILARITIES OF ADVERTAINMENT FROM TRADITIONAL ADVERTISEMENT
• THE IMPORTANCE OF DIGITAL TECHNOLOGY IN ADVERTAINMENT PRACTICES
• SOLUTIONS AND RECOMMENDATIONS
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 24: Developing and Implementing a Selection Model of Brand TV Commercial Script for a Real Estate Agency
• ABSTRACT
• 1. INTRODUCTION
• 2. LITERATURE REVIEW
• 3. METHODOLOGY
• 4. MODEL AND APPLICATION
• 5. CONCLUSION
• REFERENCES
• Chapter 25: Branding Prince Edward County as a Gastronomic Niche Tourism Destination
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• PURPOSE OF THE STUDY
• THEORETICAL FRAMEWORK
• RESEARCH QUESTIONS
• METHODOLOGY
• FINDINGS
• PROCESSES USED IN BRANDING THE REGION AS A GASTRONOMIC NICHE TOURISM DESTINATION
• CONCLUSION
• REFERENCES
• Section 3: Tools and Technologies
• Chapter 26: Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames
• ABSTRACT
• BACKGROUND
• SETTING THE STAGE
• CASE DESCRIPTION
• ANALYSIS AND RESULTS
• SOLUTIONS AND RECOMMENDATIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 27: Selection of Digital Marketing Tools Using Fuzzy AHP-Fuzzy TOPSIS
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• MAIN FOCUS OF THE CHAPTER
• RESULTS OF THE MULTI-CRITERIA ASSESSMENT
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• Chapter 28: Basic Model of CKM in Terms of Marketing Performance and Some Important Antecedents and Dimensions
• ABSTRACT
• INTRODUCTION
• LITERATURE REVIEW
• SOME OTHER FACTORS AND ANTECEDENTS OF CKM
• A NEW EMERGING TREND OF CKM
• CKM IN PRACTICE IN AN EMERGING COUNTRY: VIETNAM
• CONCLUSION AND MANAGERIAL IMPLICATION
• FUTURE RESEARCH DIRECTIONS
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 29: Customer Relationship Management as a Customer-Centric Business Strategy
• ABSTRACT
• INTRODUCTION
• CRM AS A COMPETITIVE STRATEGY
• CUSTOMER LIFE CYCLE MANAGEMENT
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 30: Performance Analysis of a Markovian Queuing System with Reneging and Retention of Reneged Customers
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• QUEUING MODEL DESCRIPTION
• STEADY-STATE BALANCE EQUATIONS AND SOLUTION OF THE MODEL
• MEASURES OF PERFORMANCE
• COST MODEL AND OPTIMIZATION OF THE MODEL
• OPTIMUM SERVICE RATE
• OPTIMUM SYSTEM CAPACITY
• CONCLUSION
• REFERENCES
• Chapter 31: Campaign Optimization through Mobility Network Analysis
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• CHARACTERIZATION OF A CAMPAIGN
• OPTIMIZED CAMPAIGNS
• CAMPAIGN OPTIMIZATION USING REAL-WORLD MOBILITY NETWORKS
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 32: A Diachronic Analysis of Portuguese Digital Campaigning
• ABSTRACT
• INTRODUCTION
• METHODOLOGY
• ELECTORAL CAMPAIGNING IN PORTUGAL
• 2000-2005: THE INTERNET AS A MIRROR OF THE TRADITIONAL MEDIA CAMPAIGN
• EARLY STAGE
• KICK START
• 2009-2011: THE INTERNET LANGUAGE, SOCIAL NETWORKING AND INTERACTIVITY
• THE LEFT BLOCK: A BREATH OF FRESH AIR
• PCP: THE PREFERENCE FOR THE COALITION'S WEBSITE
• PS: ONLINE REVOLUTION WITH “SOCRATES 2009”
• TRUTH POLITICS IN THE SOCIAL-DEMOCRATIC WEB
• THE “POPULAR” USE OF SOCIAL NETWORKS
• CONCLUSION: WHERE DID IT ALL GO?
• ACKNOWLEDGMENT
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 33: Branding as a Tool for CSR
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• ILLUSTRATING RESPONSIBLE BRANDING WITH TWO CASES
• CASES
• SOLUTIONS AND RECOMMENDATIONS
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Section 4: Utilization and Applications
• Chapter 34: Stakeholder Interaction for Sustainability
• ABSTRACT
• INTRODUCTION
• LITERATURE REVIEW
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 35: The Role of Local Governments in City Branding
• ABSTRACT
• INTRODUCTION
• THE DEFINITION AND THE CONCEPTS OF LOCAL GOVERNMENT
• DIMENSIONS OF LOCAL GOVERNMENTS
• THE STRATEGIES OF LOCAL GOVERNMENTS IN CITY BRANDING
• SOME CASES OF CITY BRANDING
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 36: The Role of Social Media in International Advertising
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• THE ROLE OF SOCIAL MEDIA IN INTERNATIONAL ADVERTISING
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 37: Influence of SMS Advertising on Consumer Behavioral Intention
• ABSTRACT
• INTRODUCTION
• THEORETICAL FRAMEWORK
• METHODS
• ANALYSIS AND RESULTS
• DISCUSSION AND IMPLICATIONS
• LIMITATIONS AND FUTURE RESEARCH
• REFERENCES
• APPENDIX
• Chapter 38: The Impact of Consumer Search Behavior on Search Advertising in the Hotel Industry
• ABSTRACT
• INTRODUCTION
• CONSUMER SEARCH BEHAVIOR AND SEARCH ADVERTISING
• DISCUSSION AND FUTURE RESEARCH DIRECTIONS
• REFERENCES
• ADDITIONAL READINGS
• KEY TERMS AND DEFINITIONS
• Chapter 39: On-Line Media Planning and On-Line Media Common Measurement Currencies
• ABSTRACT
• INTRODUCTION
• ON-LINE MEDIA PLANNING
• FOUR DIMENSIONS OF ON-LINE MEDIA PLANNING
• REACH AND FREQUENCY VS. ENGAGEMENT RATE
• ON-LINE GROSS RATING POINTS DEBATE
• CONCLUSION AND RECOMMENDATIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• APPENDIX: LIST OF ABBREVIATIONS
• Chapter 40: City Branding and the Power of Netnography in the Era of Social Media
• ABSTRACT
• INTRODUCTION
• THEORETICAL BACKGROUND
• IMPLICATIONS FOR CITY BRANDING PRACTITIONERS AND POLICY MAKERS
• FUTURE RESEARCH DIRECTIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 41: The Relationship between Fast Fashion and Luxury Brands
• ABSTRACT
• INTRODUCTION
• THEORETICAL BACKGROUND
• RESEARCH QUESTIONS AND METHOD
• RESULTS AND DISCUSSION
• DISCUSSION
• CONCLUSION
• REFERENCES
• Chapter 42: The Intended Image of a Place Brand
• ABSTRACT
• INTRODUCTION
• CONCLUSION
• FUTURE RESEARCH DIRECTIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 43: Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• A PSYCHOLINGUISTIC PERSPECTIVE ON FOREIGN LANGUAGE DISPLAY
• A SOCIOLINGUISTIC PERSPECTIVE ON FOREIGN LANGUAGE DISPLAY
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 44: Promoting America
• ABSTRACT
• INTRODUCTION
• REVIEW OF THE LITERATURE
• METHOD
• RESULTS
• DISCUSSION
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 45: Codeswitching
• ABSTRACT
• INTRODUCTION
• BRIEF HISTORY OF CODESWITCHING
• REASONS WHY BILINGUALS CODESWITCH
• THE USE OF CODESWITCHING IN THE MEDIA
• THE USE OF CODESWITCHING IN ADVERTISING
• THE APPROPRIATENESS OF CODESWITCHING IN ADVERTISING
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 46: Sustainable City Branding
• ABSTRACT
• 1. INTRODUCTION
• 2. LITERATURE REVIEW
• 3. SLOW CITIES IN TURKEY
• 4. AN ATTEMPT TO MODEL SLOW CITY BRANDING
• 5. CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 47: Leveraging Sport to Build City Brands
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• SPORT AS A COMPETITIVE DIFFERENTIATOR FOR CITIES
• CONCLUSION
• FUTURE RESEARCH DIRECTIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 48: Branded Entertainment
• ABSTRACT
• 1. INTRODUCTION
• 2. BRANDED ENTERTAINMENT: CONCEPTUALIZATION AND DEFINITION
• 3. A BRIEF HISTORY OF BRANDED ENTERTAINMENT
• 4. BRANDED ENTERTAINMENT FORMATS
• 5. BRANDED ENTERTAINMENT TRENDS
• 6. FACING UNCERTAINTY: MORE REGULATION OR FREE SPEECH?
• 7. CONCLUSIONS, LIMITATIONS, AND FUTURE RESEARCH
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 49: Sport Marketing
• ABSTRACT
• INTRODUCTION
• A NEW OPPORTUNITY OF COMMUNICATION
• IMPORTANCE OF NEW TECHNOLOGIES
• STRATEGIC USE OF TWITTER IN SPORTS ORGANIZATIONS
• USING TWITTER IN SPORTS ORGANIZATIONS SMALL AND MODEST ATHLETES
• SPORT COMMUNICATION STRATEGIES IN FACEBOOK
• TRENDS IN ONLINE SPORT MARKETING
• DALLAS COWBOYS
• FUTURE RESEARCH DIRECTIONS
• SOLUTIONS AND RECOMMENDATIONS
• CONCLUSION
• REFERENCES
• Chapter 50: Advertising in Games
• ABSTRACT
• INTRODUCTION
• ONLINE GAMES, ONLINE GAME TYPES AND ONLINE GAMERS
• ADVERGAMING
• TYPES OF ADVERGAMES
• ADVANTAGES OF ADVERGAMES
• METHODOLOGY
• EXAMPLES FROM THE TOURISM INDUSTRY
• SWOT ANALYSIS OF ADVERGAMING APPLICATIONS IN THE TOURISM INDUSTRY
• CONCLUSION AND SUGGESTIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Section 5: Organizational and Social Implications
• Chapter 51: Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta
• ABSTRACT
• 1. INTRODUCTION
• 2. LITERATURE REVIEW
• 3. RESEARCH METHODOLOGY
• 4. FINDINGS AND DISCUSSION
• 5. CONCLUSION AND RECOMMENDATIONS
• REFERENCES
• Chapter 52: The Role of Culture in City Branding
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION AND RECOMMENDATIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 53: Advertising and Mobile
• ABSTRACT
• INTRODUCTION: STATE OF THE ART
• SUMMARIZING PAST RESEARCH
• MAPPING THE FUTURE
• CONCLUSION
• REFERENCES
• Chapter 54: Customer Retention Strategies and Customer Loyalty
• ABSTRACT
• INTRODUCTION
• CUSTOMER RETENTION STRATEGIES
• CUSTOMER COMMITMENT
• LOYALTY PROGRAMS
• WIN BACK STRATEGIES
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 55: Bidirectional Role of Accuracy and Recognition in Internet-Based Targeted Advertising
• ABSTRACT
• 1. INTRODUCTION
• 2. LITERATURE AND MODEL SETUP
• 3. CONCLUSION
• ACKNOWLEDGMENT
• REFERENCES
• APPENDIX
• Chapter 56: The Role of New Media in Contemporary Entertainment Culture
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• FROM MASS AUDIENCE TO FRAGMENTED AUDIENCES
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 57: Digital Advertising Practices and its Impacts on Students
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• MAIN FOCUS OF THE CHAPTER
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 58: Challenges in Promoting Cities through Culture within the New Global Economy
• ABSTRACT
• INTRODUCTION
• THE RISE OF CITIES IN THE NEW GLOBAL ECONOMY
• THE ROLE OF STAKEHOLDERS IN CITY PROMOTING STRATEGIES
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 59: The Effect of E-Marketing and Outdoor Media Advertising on Exploratory Consumer Buying Behavior
• ABSTRACT
• INTRODUCTION
• LITERATURE REVIEW
• METHODOLOGIES
• DATA ANALYSIS AND RESULTS
• HYPOTHESIS TESTING
• REFERENCES
• Chapter 60: A Brief History of City Branding in Istanbul
• ABSTRACT
• INTRODUCTION
• THE THREE PHASES OF BRANDING ISTANBUL
• DISCUSSION: TOWARDS AN INTEGRATIVE CITY BRAND?
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 61: Do Places Have a Personality?
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• A CRITIQUE OF PLACE BRAND PERSONALITY RESEARCH
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 62: Effective, Privacy-First Display Advertising
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• CORE ARCHITECTURE FOR ONLINE DISPLAY ADVERTISING
• DISPLAY ADVERTISING IN ONLINE SOCIAL MEDIA
• FUTURE RESEARCH DIRECTION: AMBIENT SOCIAL NETWORKS
• CONCLUSION
• ACKNOWLEDGMENT
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 63: Branding Various-Sized Destinations
• ABSTRACT
• INTRODUCTION
• METHODS AND MATERIAL
• THEORETICAL FRAMEWORK: ISSUES IN MANAGING AND BRANDING VARIOUS-SIZED PLACES
• PLACE BRANDING IN METROPOLITAN AREAS, INTERMEDIATE CITIES, AND RURAL AREAS
• DISCUSSION
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 64: The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self-Disclosure on Attitudes and Intentions to Pass-Along
• ABSTRACT
• INTRODUCTION
• CONCEPTUAL FRAMEWORK AND HYPOTHESES
• METHOD
• RESULTS
• DISCUSSION
• LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 65: Exploring City Branding as a Tool to Conserve Urban Green Infrastructure in Developing Countries
• ABSTRACT
• INTRODUCTION
• WHAT IS CITY BRANDING?
• GREEN INFRASTRUCTURE: COMPOSITION AND STATUS
• GREEN INFRASTRUCTURE PLANNING: BENEFITS AND CHALLENGES
• CITY BRANDING AND GREEN INFRASTRUCTURE
• DISCUSSION AND RECOMMENDATION
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 66: Country of Origin Effects
• ABSTRACT
• OVERVIEW
• INTRODUCTION
• BRANDING, SYMBOLIC VALUE, AND PLACE
• WALES: BRANDS AND BRANDING
• PRODUCT BRANDING AND PLACE BRANDING: CASE STUDY EXAMPLES FROM WALES
• CONCLUSION, IMPLICATIONS, AND FURTHER RESEARCH: THE INTERACTION OF PLACE AND PRODUCT?
• ACKNOWLEDGMENT
• REFERENCES
• Chapter 67: Using Social Media for Participatory City Branding
• ABSTRACT
• INTRODUCTION
• CONCLUSION
• ACKNOWLEDGMENT
• REFERENCES
• Chapter 68: Advertising Deceit
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• CURRENT RESEARCH
• ISSUE DESCRIPTION
• CALIFORNIA ADVERTISING REGULATION: HISTORY OF THE UCL
• BACKGROUND IN LEBANON
• LOCATION, LOCATION, LOCATION!
• LESSONS LEARNED
• FUTURE TRENDS
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• APPENDIX
• Chapter 69: How Advertising Beauty Influences Children's Self-Perception and Behavior
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• RESEARCH
• METHODOLOGY
• RESEARCH RESULTS
• SOLUTIONS AND RECOMMENDATIONS
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 70: User Disposition and Attitude towards Advertisements Placed in Facebook, LinkedIn, Twitter and YouTube
• ABSTRACT
• INTRODUCTION
• DEFINITIONS
• LITERATURE REVIEW FOR STUDY 1
• LITERATURE REVIEW FOR STUDY 2
• MATERIALS AND METHODS
• RESULTS OF STUDY 1
• RESULTS OF STUDY 2
• MANAGERIAL DISCUSSION
• LIMITATIONS AND FUTURE RESEARCH
• CONCLUSION AND SCOPE OF THE RESEARCH
• REFERENCES
• Chapter 71: Sensory Branding
• ABSTRACT
• INTRODUCTION
• ORGANIZATION BACKGROUND
• CASE DESCRIPTION
• SENSORY BRANDING: BRANDING WITH SENSES
• EXPERIENCING BRANDS WITH FIVE SENSES
• OLFACTORY BRANDING
• GUSTATIVE BRANDING
• TACTILE BRANDING
• SENSORY BRANDING: IMPACT ON RESPONSE AND RETENTION
• BRANDING INITIATIVES BY FIRMS
• CONSUMER'S SENSORIAL INVOLVEMENT
• EMOTIONAL ATTACHMENT WITH BRAND
• SENSORY BRANDING AND MARKETING STRATEGIES
• CONCLUSION
• CLOSING CASE: APPLE USES SENSORY BRAND MARKETING
• CURRENT CHALLENGES FACING THE ORGANIZATION
• SOLUTIONS AND RECOMMENDATIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 72: Role of Traditional and New Media in Ethnic Conflict in Nigeria's Middle Belt Region
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• CONCEPTUAL FRAMEWORK
• ISSUES, CONTROVERSIES, AND PROBLEMS
• ROLE OF TRADITIONAL AND NEW MEDIA
• SOLUTIONS AND RECOMMENDATIONS FOR PEACE-BUILDING AND COMMUNITY DEVELOPMENT
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 73: Advergaming – How Does Cognitive Overload Effect Brand Recall?
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• MAIN FOCUS OF THE CHAPTER
• SOLUTIONS AND RECOMMENDATIONS
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 74: Promoting Bucovina's Tourism Brand
• ABSTRACT
• THE TOURISM IN BUCOVINA
• BRAND AND TOURISM BRANDING
• PROMOTING THE TOURISM BRAND OF BUCOVINA
• CONCLUSION
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Section 6: Managerial Implications
• Chapter 75: Advertising and Pricing Decisions in a Manufacturer-Retailer Channel with Demand and Cost Disruptions
• ABSTRACT
• 1. INTRODUCTION
• 2. ASSUMPTIONS AND BASIC MARKET STRUCTURE
• 3. BASELINE CASES
• 4. DEMAND AND COST DISRUPTIONS
• 5. CONCLUSION
• REFERENCES
• APPENDIX
• Chapter 76: Neuromarketing from the Perspective of Advertising Professionals
• ABSTRACT
• INTRODUCTION
• METHOD
• FINDINGS
• CONCLUSION
• LIMITATIONS AND FUTURE RESEARCH
• REFERENCES
• Chapter 77: From Internal Branding to Cultural Transformation
• ABSTRACT
• INTRODUCTION
• THE CONCEPT
• THE FIVE Ws
• THE HOW FACTOR
• STAKEHOLDERS BETWEEN PROMISE AND DELIVERY
• FACTS AND FIGURES
• ALIGNING CULTURE AND IMAGE BEHIND THE NEW VISION
• LIVING THE BRAND
• LITERATURE REVIEW: ISSUES ADDRESSED AND QUESTIONS RAISED
• A CRITICAL VIEW
• SUGGESTIONS FOR FURTHER RESEARCH
• CONCLUSION
• REFERENCES
• Chapter 78: Business Fabric and Place Branding
• ABSTRACT
• INTRODUCTION
• BACKGROUND, DATA COLLECTION AND VISUALIZATION IN URBAN DESIGN, BUSINESS AND CITY BRANDING
• METHODOLOGY: FORMULATION AND APPROACH
• DATA COLLECTION
• SOLUTIONS AND RECOMMENDATIONS
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• Chapter 79: Understanding the Use of Social Media for Employer Branding
• ABSTRACT
• INTRODUCTION
• DEFINITIONS OF SOCIAL MEDIA AND EMPLOYER BRANDING
• SOCIAL MEDIA IN EMPLOYER BRANDING
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 80: A Consideration of Value Co-Creation in Branding of University Research-Laboratories
• ABSTRACT
• 1. INTRODUCTION
• 2. SERVICE DOMINANT LOGIC AND VALUE CO-CREATION
• 3. UNIVERSITY AND RESEARCH LABORATORY BRANDING
• 4. PROPOSITIONAL DEVELOPMENT
• 5. CASE STUDY
• 6. RESULTS AND DISCUSSION
• 7. FINDINGS AND LIMITATIONS
• 8. CONCLUSION
• REFERENCES
• Section 7: Emerging Trends
• Chapter 81: New Approaches to Regional Branding through Green Production and Utilization of Existing Natural Advantages
• ABSTRACT
• INTRODUCTION
• BACKGROUND
• MAIN FOCUS OF THE CHAPTER
• SOLUTIONS AND RECOMMENDATIONS
• FUTURE RESEARCH DIRECTIONS
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS
• Chapter 82: The Organizational Structure of Advertising Agencies and New Directions
• ABSTRACT
• INTRODUCTION
• A SHORT VIEW ON THE FUNCTIONS OF ADVERTISING AGENCIES, AGENCY TYPES AND STRUCTURES
• NEW MEDIA CONCEPT, DEVELOPMENT OF DIGITAL UNDERSTANDING AND SOCIAL REFLECTIONS
• NEW FORMATIONS IN NEW MEDIA: UNDERSTANDING DIGITAL ADVERTISEMENTS, MOBILE ADVERTISEMENTS AND THE CONCEPT OF CITIZEN JOURNALISM
• NEW TENDENCIES IN AGENCY ORGANIZATIONS IN THE ERA OF SOCIAL MEDIA
• CONCLUSION AND EVALUATIONS
• REFERENCES
• KEY TERMS AND DEFINITIONS
• Chapter 83: Branding and CSR in Indian Agribusiness
• ABSTRACT
• INTRODUCTION
• DEFINING AGRICULTURE AND AGRIBUSINESS
• CHARACTERISTICS OF INDIAN AGRICULTURE
• NEED OF BRANDING IN AGRIBUSINESS
• NATURE OF BRANDING IN AGRIBUSINESS
• CHALLENGES OF BRANDING IN AGRIBUSINESS
• SOLUTION/RESPONSE: USE OF CSR IN CORPORATE BRANDING STRATEGY
• CONCLUSION
• REFERENCES
• ADDITIONAL READING
• KEY TERMS AND DEFINITIONS