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Married to the Brand
"Married to the Brand tells the story of what makes profitable brand relationships work - through the eyes of the consumer, not the marketer. Packed with stories and compelling discoveries from a worldwide consumer database, this book explores why people bond with some brands and not others."--BOOK JACKET.
Master Content Strategy
A masterclass in content marketing strategy for content creators at every stage of the journey
Lesbians and Work
What differences and similarities exist at work between lesbian women in various careers around the world? Lesbians and Work: The Advantages and Disadvantages of 'Comfortable Shoes' answers this crucial question, providing respected authorities presenting qualitative research methods to closely examine lesbian women’s working lives. This insightful resource discusses the variability among lesbians in their experiences of and responses to workplace heteronormativity and cites the similarities among this population across geographical and national boundaries. Presented in their own words, these women’s viewpoints reveal a wide spectrum of experiences—both advantages and disadvantages—o...
The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements
Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label “Paid partnership with brand X”, others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing “honest opinions” in sponsored and not sponsored Instagram posts affects consumers’ responses. Second, it explores if the influencers endorsing multiple products moderates the relationship between impartiality disclosure and credibility or ad perception. The results found ...
Reviving Brand Loyalty
This paper draws upon concepts in the interpersonal relationships domain to redefine and extend the notion of brand loyalty. True to fundamental relationship principles, a meaning-based, temporal, and contextual perspective is adopted. Depth interviews among eight coffee-consuming adults who qualified as brand loyal by traditional criteria provide the data. The result is a deeper appreciation for the process dynamics that govern brand loyalty over time, the multi-faceted character of brand loyal relations, and the measures that may best capture the intentions of the original construct.
Reflected Glory
A biography of Pamela Churchill Harriman, based on over 800 interviews and archival research, charting her life from marriage to Churchill’s son, Randolph, through two further marriages to her eventual appointment as US Ambassador to France.
Brand Islam
From food products to fashions and cosmetics to children’s toys, a wide range of commodities today are being marketed as “halal” (permitted, lawful) or “Islamic” to Muslim consumers both in the West and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most “halal” commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, “Brand Islam,” as a clever marketing tool. Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to...
The Mentor's Way
Drawing on the author’s extensive experience training mentors, The Mentor’s Way outlines eight rules for engaging in a mentoring relationship. Nemanick examines the ways in which mentoring differs from managing or leading, and details the various roles of the mentor as a role model, motivator, confidant, coach, and more. Readers will learn how to develop successfully in each of these roles while helping a protégé to develop his or her own skills. Clear and elegant chapters, each prefaced with a real-world example, emphasize to readers that their role as a mentor lies in listening and responding to a protégé’s individual strengths and needs. Special attention is paid to creating a s...
Identity-Based Brand Management
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand ...
Bella and Burt
"Whee, woohoo, yippee!" Bella is one excited little bee, but when her big day out goes wrong she finds herself lost and alone. How will she find her way home? Along comes Burt, a gentle giant who loves to bounce and play and suddenly Bella's day becomes brighter again. Join Bella and Burt in this heartwarming tale of friendship, fun and adventure. Perfect for Early readers, story time or as a bedtime read for your little ones. Easy to read text and full colour illustrations make Bella & Burt a wonderful addition to any child's book shelf. For children aged 3-6
