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Promoting consumer engagement through emotional branding and sensory marketing

紀錄類型:	書目-電子資源 : 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:	Gupta, Monika,
出版者:	Hershey, Pennsylvania :IGI Global,2023.
面頁冊數:	1 online resource (298 p.) :ill. (some color)
標題:	AdvertisingPsychological aspects.
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:

239274
Advertising
--Psychological aspects.Index Terms--Genre/Form:

214472
Electronic books.

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

Dewey Class. No.: 726.209561

Promoting consumer engagement through emotional branding and sensory marketing
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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
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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 Advertising $x Psychological aspects. $3 239274
650 0 $a Branding (Marketing) $3 266407
650 0 $a Internet marketing. $3 208232
650 0 $a Customer relations. $3 202164
655 4 $a Electronic books. $2 local. $3 214472
700 1 $a Gupta, Monika, $d 1974-. $3 952484
700 1 $a Jindal, Priya, $d 1978-. $3 952485
700 1 $a Bansal, Shubhi, $d 1997-. $3 952486
710 2 $a IGI Global. $3 529832
830 0 $a Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. $3 777500
856 4 0 $u http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5897-6