國立虎尾科技大學 |

Promoting consumer engagement through emotional branding and sensory marketing

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Promoting consumer engagement through emotional branding and sensory marketing/ [edited by] Monika Gupta, Priya Jindal, Shubhi Bansal.
其他作者:	Bansal, Shubhi,
出版者:	Hershey, Pennsylvania :IGI Global, : 2023.,
面頁冊數:	1 online resource (298 p.) :ill. (some color) :
標題:	Customer relations. -
電子資源:	http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5897-6
ISBN:	9781668458990 (electronic bk.)

Promoting consumer engagement through emotional branding and sensory marketing
Promoting consumer engagement through emotional branding and sensory marketing[electronic resource] /[edited by] Monika Gupta, Priya Jindal, Shubhi Bansal. - Hershey, Pennsylvania :IGI Global,2023. - 1 online resource (298 p.) :ill. (some color) - Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. - Advances in marketing, customer relationship management, and e-services (AMCRMES) book series..

Includes bibliographical references and index.

Section 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.

"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"--

ISBN: 9781668458990 (electronic bk.)Subjects--Topical Terms:

560399
Customer relations.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5822 / .P76 2023eb

Dewey Class. No.: 726.209561

Promoting consumer engagement through emotional branding and sensory marketing
LDR:03149nam a2200277 a 4500 001 1155653
006 m d
007 cr nn muauu
008 250625s2023 paua fob 001 0 eng d
020 $a 9781668458990 (electronic bk.)
020 $a 1668458977
020 $a 9781668458976
035 $a (CaBNVSL)slc00003881
035 $a (OCoLC)1340411957
035 $a 00298265
040 $a CaBNVSL $b eng $c CaBNVSL $d CaBNVSL
041 0 $a eng
050 4 $a HF5822 $b .P76 2023eb
082 0 4 $a 726.209561 $2 23
245 0 0 $a Promoting consumer engagement through emotional branding and sensory marketing $h [electronic resource] / $c [edited by] Monika Gupta, Priya Jindal, Shubhi Bansal.
260 $a Hershey, Pennsylvania : $b IGI Global, $c 2023.
300 $a 1 online resource (298 p.) : $b ill. (some color)
490 1 $a Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
504 $a Includes bibliographical references and index.
505 0 $a Section 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"-- $c Provided by publisher.
650 0 $a Customer relations. $3 560399
650 0 $a Internet marketing. $3 559675
650 0 $a Branding (Marketing) $3 568096
650 0 $a Advertising $x Psychological aspects. $3 643864
655 4 $a Electronic books. $2 local $3 554714
700 1 $a Bansal, Shubhi, $d 1997-. $3 1427542
700 1 $a Jindal, Priya, $d 1978-. $3 1427541
700 1 $a Gupta, Monika, $d 1974-. $3 1427540
710 2 $a IGI Global. $3 805187
830 0 $a Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. $3 1132736
856 4 0 $u http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5897-6