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Celebrity, Social Media Influencers and Brand Performance
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities, SMIs and virtual influencers to endorse the brand as a key advertising tactic. In part...
Qualitative Methodologies in Organization Studies
This book provides a thorough review of tested qualitative methods often used in organization studies, and outlines the challenges and essential requirements of designing a qualitative research project. The methods examined include case studies, observation, interviewing and the repertory grid technique. By highlighting certain key ‘rules’ for carrying out qualitative research and describing issues that should be avoided, this second volume of Qualitative Methodologies in Organization Studies is essential reading for academics and researchers who wish to understand the current state of qualitative data gathering within organization studies. Those exploring organization studies will find this two-volume collection extremely valuable as it contains robust contributions from highly-skilled authors who are actively researching in this field.
Global Strategic Management in the Service Industry
Global Strategic Management in the Service Industry illustrates how strategic managers in service industry appraise the sectors in which their organisations are involved; appraise their competitors; and reassess their strategy and fix goals to meet all the challenges presented.
Enhancing Customer Experience in the Service Industry
This book provides a new and definitive overview of customer experience and how it can be managed and enhanced in one of the most dynamic industries in the world—the service industry. Its highly qualified international team of contributors ensures that it adopts a global perspective, and clearly outlines the key theoretical perspectives of customer experience, covering customer experience both from demand and supplier perspectives. Fully informed by the latest research, it explores different country contexts and how they impact upon the customer experience; investigates the social, cultural and economic dimensions of customer experience; provides case studies from a wide range of service industry sectors; and includes industry perspectives and examples.
ICTR 2018 International Conference on Tourism Research
These proceedings represent the work of researchers participating in the International Conference on Tourism Research (ICTR 2018) which is being hosted by JAMK University of Applied Sciences, Jyväskylä, Finland on 23-24 March 2018.
Consumer Behaviour in Hospitality and Tourism
This insightful and expert-led volume presents a holistic view of the latest, cutting-edge global research on trends and changes in consumer behaviour in hospitality and tourism, with focus on the effects of the COVID-19 pandemic and its impacts on purchase patterns within the industries. The COVID-19 pandemic has affected every aspect of consumer behaviour, including expenses, ways of shopping, eating, lifestyle, use of technology and individual decision-making processes. This volume presents a carefully selected and logically structured collection of chapters, which aim to identify the factors that influence these new purchase patterns and evaluate how managers, retailers and marketers can...
