| 紀錄類型: |
書目-電子資源
: Monograph/item
|
| 杜威分類號: |
726.209561 |
| 書名/作者: |
Promoting consumer engagement through emotional branding and sensory marketing/ [edited by] Monika Gupta, Priya Jindal, Shubhi Bansal. |
| 其他作者: |
Jindal, Priya, |
| 出版者: |
Hershey, Pennsylvania : : IGI Global,, 2023. |
| 面頁冊數: |
1 online resource (298 p.) : : ill. (some color) |
| 標題: |
Advertising - Psychological aspects. |
| 標題: |
Branding (Marketing) |
| 標題: |
Internet marketing. |
| 標題: |
Customer relations. |
| ISBN: |
9781668458990 (electronic bk.) |
| ISBN: |
1668458977 |
| ISBN: |
9781668458976 |
| 書目註: |
Includes bibliographical references and index. |
| 內容註: |
Section 1. Technology. Chapter 1. The influence of gender-neutral advertising on digital consumers' advertising attitudes ; Chapter 2. Towards using artificial intelligence in neuromarketing ; Chapter 3. Optimizing augmented realityand virtual reality for customer engagement ; Chapter 4. Neuromarketing for redesigning the future of online education ; Chapter 5. Understanding the logic and science behind the emerging field of neuromarketing ; Chapter 6. Entrepreneurialopportunities in metaverse -- Section 2. Brand management. Chapter 7. The importance of the central role of the brand experience ; Chapter 8. The mediating role of customer satisfaction on brand loyalty in relation to service quality and price among telecommunication companies ; Chapter 9. Unconscious branding: how emotional advertising affects the self-perception of women ; Chapter 10. Brand loyalty: customer's choice ; Chapter 11. Religion and consumer attitude ; Chapter 12. Role of sensory marketing in millennials' online food aggregator consumption patterns: a brand equity study -- Section 3. Customer engagement. Chapter 13. Understanding the power of sensory marketing in wine culture promotion: a case study on the globalized wine market in China ; Chapter 14. E-word of mouth and purchase intention: the mediating role of attitude towards social media advertising and consumer engagement ; Chapter 15. Emotionally engaging customers through storytelling ; Chapter 16. Customer engagement through emotional branding ; Chapter 17. Significance of brand perception in stimulating consumer engagement ; Chapter 18. Non-verbal communication ; Chapter 19. Impact of customer segmentation andcustomer loyalty with reference to big data ; Chapter 20. Normative concerns in neuromarketing ; Chapter 21. Shift in marketing trends in the current competitive scenario. |
| 摘要、提要註: |
"This book presents research that communicates how brand image can be built through the usage of sensory marketing, enhancing brand recognition and generating brand loyalty with in-depth sensory marketing insights"-- |
| 電子資源: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5897-6 |