008 |
|
221208s2023 paua fob 001 0 eng d |
020 |
|
|a9781668458990 (electronic bk.)
|
020 |
|
|a1668458977
|
020 |
|
|a9781668458976
|
035 |
|
|a(CaBNVSL)slc00003881
|
035 |
|
|a(OCoLC)1340411957
|
040 |
|
|aCaBNVSL|beng|cCaBNVSL|dCaBNVSL
|
041 |
0
|
|aeng
|
050 |
4
|
|aHF5822|b.P76 2023eb
|
082 |
04
|
|a726.209561|223
|
245 |
00
|
|aPromoting consumer engagement through emotional branding and sensory marketing|h[electronic resource] /|c[edited by] Monika Gupta, Priya Jindal, Shubhi Bansal.
|
260 |
|
|aHershey, Pennsylvania :|bIGI Global,|c2023.
|
300 |
|
|a1 online resource (298 p.) :|bill. (some color)
|
490 |
1
|
|aAdvances in marketing, customer relationship management, and e-services (AMCRMES) book series
|
504 |
|
|aIncludes bibliographical references and index.
|
505 |
0
|
|aSection 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.
|
520 |
|
|a"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"--|cProvided by publisher.
|
650 |
0
|
|aAdvertising|xPsychological aspects.
|
650 |
0
|
|aBranding (Marketing)
|
650 |
0
|
|aInternet marketing.
|
650 |
0
|
|aCustomer relations.
|
655 |
4
|
|aElectronic books.
|
700 |
1
|
|aGupta, Monika,|d1974-.
|
700 |
1
|
|aJindal, Priya,|d1978-.
|
700 |
1
|
|aBansal, Shubhi,|d1997-.
|
710 |
2
|
|aIGI Global.
|
830 |
0
|
|aAdvances in marketing, customer relationship management, and e-services (AMCRMES) book series.
|
856 |
40
|
|uhttp://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5897-6
|