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Holistic approaches to brand culture and communication across industries

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Holistic approaches to brand culture and communication across industries/ Sabyasachi Dasgupta, Santosh Kumar Biswal, and M. Anil Ramesh, editors.
other author:	Dasgupta, Sabyasachi,
Published:	Hershey, Pennsylvania :IGI Global, : [2018],
Description:	1 online resource (xxii, 281 p.)
Subject:	Branding (Marketing) -
Online resource:	http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-3150-0
ISBN:	9781522531517 (ebook)

Holistic approaches to brand culture and communication across industries
Holistic approaches to brand culture and communication across industries[electronic resource] /Sabyasachi Dasgupta, Santosh Kumar Biswal, and M. Anil Ramesh, editors. - Hershey, Pennsylvania :IGI Global,[2018] - 1 online resource (xxii, 281 p.)

Includes bibliographical references and index.

Chapter 1. Branding culture: a study of Telugu film industry -- Chapter 2. The impact of brand variance on gender in FMCG sector: with a special reference to toothpaste category -- Chapter 3. Evaluation of celebrity endorsements on consumer perception and brand equity in Indian market -- Chapter 4. Exploring gratification factors in visual food communication: with special reference to South-Indian cuisine -- Chapter 5. Space of culture and brand in sequel of Telugu films: a qualitative study -- Chapter 6. Studying celebrity engagement on social media: an Indian experience -- Chapter 7. Evolution of brand culture: a post-industrial revolution story -- Chapter 8. Impact of digital communication on consumer behaviour processes in luxury branding segment: a study of apparel industry -- Chapter 9. Understanding urban millennial consumer gratification for branded Indian web series -- Chapter 10. The impact of digital word-of-mouth communication on consumer decision-making processes: with special reference to fashion apparel industry -- Chapter 11. Observational research in advertising, marketing, and branding: academic and theoretical reviews from industry perspectives -- Chapter 12. The impact of Indian movie industry on marketization of India, Inc. -- Chapter 13. Branding and communication strategies in healthcare organizations: an Indian study -- Chapter 14. Emotional communication for brand appeal and acceptance: an Indian approach.

Restricted to subscribers or individual electronic text purchasers.

"This book focuses on various approaches to brand culture and communication across industries. It explores an array of contemporary issues, critical analysis of complex societal phenomena, gain deeper understanding in the nascent fields of digital media and public relations research and provide solutions to execute best practices that may be considered by organizations while taking decisions"--

ISBN: 9781522531517 (ebook)Subjects--Topical Terms:

568096
Branding (Marketing)

LC Class. No.: HF5415.1255 / .H645 2018e

Dewey Class. No.: 658.8/27

Holistic approaches to brand culture and communication across industries
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245 0 0 $a Holistic approaches to brand culture and communication across industries $h [electronic resource] / $c Sabyasachi Dasgupta, Santosh Kumar Biswal, and M. Anil Ramesh, editors.
260 $a Hershey, Pennsylvania : $b IGI Global, $c [2018]
300 $a 1 online resource (xxii, 281 p.)
504 $a Includes bibliographical references and index.
505 0 $a Chapter 1. Branding culture: a study of Telugu film industry -- Chapter 2. The impact of brand variance on gender in FMCG sector: with a special reference to toothpaste category -- Chapter 3. Evaluation of celebrity endorsements on consumer perception and brand equity in Indian market -- Chapter 4. Exploring gratification factors in visual food communication: with special reference to South-Indian cuisine -- Chapter 5. Space of culture and brand in sequel of Telugu films: a qualitative study -- Chapter 6. Studying celebrity engagement on social media: an Indian experience -- Chapter 7. Evolution of brand culture: a post-industrial revolution story -- Chapter 8. Impact of digital communication on consumer behaviour processes in luxury branding segment: a study of apparel industry -- Chapter 9. Understanding urban millennial consumer gratification for branded Indian web series -- Chapter 10. The impact of digital word-of-mouth communication on consumer decision-making processes: with special reference to fashion apparel industry -- Chapter 11. Observational research in advertising, marketing, and branding: academic and theoretical reviews from industry perspectives -- Chapter 12. The impact of Indian movie industry on marketization of India, Inc. -- Chapter 13. Branding and communication strategies in healthcare organizations: an Indian study -- Chapter 14. Emotional communication for brand appeal and acceptance: an Indian approach.
506 $a Restricted to subscribers or individual electronic text purchasers.
520 3 $a "This book focuses on various approaches to brand culture and communication across industries. It explores an array of contemporary issues, critical analysis of complex societal phenomena, gain deeper understanding in the nascent fields of digital media and public relations research and provide solutions to execute best practices that may be considered by organizations while taking decisions"-- $c Provided by publisher.
650 0 $a Branding (Marketing) $3 568096
650 0 $a Brand name products. $3 557929
700 1 $a Dasgupta, Sabyasachi, $d 1982- $e editor. $3 1155792
700 1 $a Biswal, Santosh Kumar, $d 1979- $e editor. $3 1155793
700 1 $a Ramesh, M. Anil, $d 1964- $e editor. $3 1155794
856 4 0 $u http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-3150-0