Creating Images and the Psychology of Marketing Communication (eBook, ePUB)

Redaktion: Kahle, Lynn R.; Kim, Chung-Hyun

• Format: ePub

Produktbeschreibung

This book, based on a conference in Seoul Korea in 2004, examines the image research in 3 parts under the theory of brand attachment. The 3 parts are Theories of Image, Country Image, and Individual and Celebrity Source Image.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 440
• Erscheinungstermin: 15. August 2006
• Englisch
• ISBN-13: 9781135606633
• Artikelnr.: 42711134

Autorenporträt

Lynn R. Kahle, Chung-Hyun Kim

Inhaltsangabe

Contents: C.W. Park
Foreword. Preface. Part I: Theories of Image.D.M. Boush
S.M. Jones
A Strategy-Based Framework for Extending Brand Image Research. L.A. Brannon
T.C. Brock
Measuring the Prototypicality of Product Categories and Exemplars: Implications of Schema Correspondence Theory. J. Kimura
Emergence and Change of Consumer Product Image in Social Constructionism Perspective. P.J. Mazzocco
T.C. Brock
Understanding the Role of Mental Imagery in Persuasion: A Cognitive Resources Model Analysis. B. Schmitt
From Image to Experience. Part II: Country Image.W. Na
Y. Son
C-H. Kim
R. Marshall
Building a National Image With Words: The Role of Word of Mouth in Establishing Korea's International Image. D-S. Cho
Y-G. Suh
Measuring the National Image: The Case of South Korea. G. Larsen
V. George
The Social Construction of Destination Image: A New Zealand Film Example. K. Jung
A-K. Kau
Chinese Consumers' Evaluation of Hybrid Country of Origin Products: Effects of Decomposed Elements of Country of Origin
Brand Name
and Consumers' Ethnocentrism. Part III: Individual and Celebrity Source Image.A.A. Parulekar
P. Raheja
Managing Celebrities as Brands: Impact of Endorsements on Celebrity Image. S. Yoon
P.T. Vargas
A Cultural Third-Person Effect: Actual and Expected Effects of Source Expertise Among Individualists and Collectivists. K.E. Kahle
L.R. Kahle
Sports Celebrities' Image: A Critical Evaluation of the Utility of Q Scores. K-H. Han
F. de Gregorio
A Range of Female Beauties: A Cross-Cultural Analysis of Cosmetics TV Commercials. Part IV: Corporate Image.Y. Yi
S. La
Well-Matched Employees Make Customers Happy: Effects of Brand-Employee Congruence. C-H. Kim
T. Suh
Managing the Multidimensionality of Corporate Image: From the Stakeholders' Multilayered Experience Perspective. C.S. Weeks
T.B. Cornwell
M.S. Humphreys
Conceptualizing Sponsorship: An Item and Relational Information Account. Part V: Individual Characteristics and Culture.W-S. Kim
D.M. Boush
A. Marquardt
L.R. Kahle
Values
Brands
and Image. K.I. Powers
Image Attributes of Automobiles and Their Influence on Purchase Price Decision. H. Jung
Assessing the Influence of Cultural Values on Consumer Susceptibility to Social Pressure for Conformity: Self-Image Enhancing Motivations vs. Information Searching Motivation. T-J. Liao
L-T. Bei
The Impact of Media and Culture on the Consumption Values of Women in China and Taiwan. Y-C. Shen
L-T. Bei
C-Y. Wu
Cross-Cultural Comparisons of Brand Personality in Print Media: The Case of Mainland China and Taiwan.