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Identity-Based Brand Management
This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability. The content - Foundation of identity-based brand management - The concept of identity-based brand management - Strategic brand management - Operational brand management - Identity-based brand controlling - Identity-based trademark protection - International identity-based brand management
Portraits by Ingres
Om portrætter af den franske maler Jean Auguste Dominique Ingres (1780-1867)
Managing Negative Word-of-Mouth on Social Media Platforms
Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer’s purchase intention. This study is the first to provide a conceptual basis of observers’ behavioral reactions towards organizational complaint handling in the context of social media and to empirically test the effect of the two most resource-intensive response options of compensation and explanation. With the help of a profound experimental design, the author detects strategies on how hotel companies should respond towards negative online customer reviews in order to increase the observer’s purchase intention and the hotel company’s return on complaint management.
Voyage of the Damned
The “extraordinary” true story of the St. Louis, a German ship that, in 1939, carried Jews away from Hamburg—and into an unimaginable ordeal (The New York Times). On May 13, 1939, the luxury liner St. Louis sailed from Hamburg, one of the last ships to leave Nazi Germany before World War II erupted. Aboard were 937 Jews—some had already been in concentration camps—who believed they had bought visas to enter Cuba. The voyage of the damned had begun. Before the St. Louis was halfway across the Atlantic, a power struggle ensued between the corrupt Cuban immigration minister who issued the visas and his superior, President Bru. The outcome: The refugees would not be allowed to land in ...
Cruise Management
Increasingly, cruise operators are utilising information and communication technologies (ICTs) to improve service-effectiveness and process efficiency, both on- and off-board. Therefore, it is worth initiating a discussion on the potential and challenges ICTs entail for both cruise operators’ back-offices and for cruisers’ consumption experiences. This book documents the proceedings of the 1st e-Cruising Conference (Bremerhaven, Germany), which was aimed at discussing the possibilities and applicability of ICTs and mobile services in various aspects of cruise operations. Following a rigorous double-blind review, the best papers were chosen to be incorporated in this volume.
Born Reading
Once books kick-start their brains, girls change history. Discover the foundation of reading that empowered some of the world’s most influential women in this informative and inspirational illustrated middle grade collection of twenty biographies. What do Cleopatra, Audre Lorde, and Taylor Swift have in common? They’re all influential women who grew up doing one very important thing: reading. This collection of short-form biographies tells the story of twenty groundbreaking women and how their childhood reading habits empowered them to change the world. From Cleopatra to Sally Ride to Amanda Gorman, the women featured in this collection are from all throughout history and all kinds of backgrounds. They are women who have and who continue to change the game in STEM, literature, politics, sports, and more. Most importantly, they are women who were born to read. For some, reading was forbidden, but they taught themselves to read anyway. For some, reading was a struggle, but they practiced and grew to love it. For some, reading was an escape from difficult realities. For all, reading was empowering.
The Lyric Myth of Voice
How did "voice" become a metaphor for selfhood in the Western imagination? The Lyric Myth of Voice situates the emergence of an ideological connection between voice and subjectivity in late eighteenth-century Italy, where long-standing political anxieties and new notions of cultural enlightenment collided in the mythical figure of the lyric poet-singer. Ultimately, music and literature together shaped the singing voice into a tool for civilizing modern Italian subjects. Drawing on a range of approaches and frameworks from historical musicology to gender studies, disability studies, anthropology, and literary theory, Jessica Gabriel Peritz shows how this ancient yet modern myth of voice attained interpretable form, flesh, and sound. The publisher gratefully acknowledges the generous support of the AMS 75 PAYS Fund of the American Musicological Society, supported in part by the National Endowment for the Humanities and the Andrew W. Mellon Foundation.
Back to the Future: Using Marketing Basics to Provide Customer Value
This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in communications utilizing the continually growing presence of social media. Featuring the full proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference held in Coronado Island, California, this volume provides ground-breaking re...
Brand Page Attachment
Barbara Kleine-Kalmer analyses the impact of branding in social networks and introduces the construct of brand page attachment. On the basis of a comprehensive quantitative study she validates the construct as relevant for user behavior and investigates which instruments and antecedents influence brand page attachment. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media.
The Inner Enemy
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