The Role of Brands in an Era of Over-Information
Language: English
Published by IGI Global, 2023
- Hardcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
£ 327.75
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Add to basketItem description from seller
nach der Bestellung gedruckt Neuware - Printed after ordering - Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context In a way, they serve as a mental shortcut that consumers use to help 'rationalize' decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of the brands. Do they really help consumers to make better decisions Or are they ignored by the customers as they become the rule instead of the exception The Role of Brands in an Era of Over-Information provides knowledge to better understand the digital branding process and its implications in choosing products, services, or organizations. The book also contributes to the development and consolidation of recent concepts linked with branding and over-information, providing practical cases where these concepts show their relevance. Covering key topics such as marketing, new media, sustainability, and internet branding, this premier reference source is ideal for marketers, influencers, business owners, policymakers, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.…
Seller Inventory # 9781668483510
- Title
- The Role of Brands in an Era of Over-Information
- Author
- Ricardo Fontes Correia
- Publisher
- IGI Global
- Publication year
- 2023
- Condition
- Neu
- Binding
- Buch
- Language
- English
- ISBN 10
- 1668483513
- ISBN 13
- 9781668483510
- Item weight
- 727 grams
- Dimensions
- 260x183x20 mm
"Synopsis" may belong to another edition of this title.
About the Author
Dominyka Venciute is a Senior Assistant Professor and Postdoctoral Researcher at the ISM University of Management and Economics where she teaches Marketing Principles, Social Media Marketing and Integrated Marketing Communications. Besides her activities in academia, she runs a personal branding and marketing consultancy that aims to help professionals and organizations unleash the power of their personal and corporate brands.
Bruno Sousa is an Adjunct Professor of Marketing at Polytechnic Institute of Cávado and Ave (IPCA), Portugal and holds a PhD in Marketing and Strategy in Universidade do Minho, Portugal. Bruno Sousa is also Head of Masters Program - Tourism Management and Marketing Tourism (IPCA); CiTUR – Center for Tourism Research, Development and Innovation and UNIAG research member. He’s teaching fields include marketing and strategy. His research areas include brand management and consumer behavior, strategy implementation, niche marketing, niche tourism and brand attachment. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.
"About the title" may belong to another edition of this title.
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